Sub-Saharan Africa: Consumer insight

Consumer trends

Food shopping habits

When exporting to South Africa, it’s worth keeping in mind that price is the top criterion that consumers look for. A high price could sway many consumers even when other priorities they think about when shopping are favourable, and this could be a barrier to buying British.

According to Euromonitor International Limited, Lifestyles, Consumers Edition 2022 © (all rights reserved), the top four criteria in South Africa when buying food are (in descending order):

• Low price
• Health and nutritional properties
• Strong or well-known brand
• Superior taste

Quality food with good health and nutritional properties are a priority for South African consumers, with preferences also leaning towards all-natural produce but at affordable prices.

Beyond these criteria, consumers also demonstrate a strong interest in the environment. Aspects such as free-range, environmentally conscious, and organic assurance all score well above the global average (Euromonitor International). Consumers often state they prefer choosing a strong or well-known brand, and this implies they mainly shop at supermarkets.

Retail channels

In South Africa, IGD forecasts sales growth of 6.3% between 2022 and 2027. Supermarkets are estimated to be worth around half of sales.

The traditional channel (independents, street vendors, kiosks and food markets), while dipping in market share, is still predicted to account for 20% of the market in 2027. Convenience stores are estimated to increase their share of sales to just under 10% in 2027.

The online growth forecasted by IGD is notable at 21.3% to 2027, albeit from a small base, and is estimated to account for a 3.4% share of sales in 2027.

Continue reading about the sub-Saharan Africa market

Economic overview

How much do they consume?

Market access and barriers to trade

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