Table of Content

Scope
Consumer landscape in South Africa 2022
Life priorities
South Africans place high value on finding time for themselves
Prioritising work is high on the agenda for all, but Gen Z are the most invested in work
Individuality and unique products are important
Millennials put the most value on tailored products and curated experiences
Consumers are interested in trying new products and services
Millennials and Gen Z are more likely to buy only from companies/brands they trust
Home life
82% of South Africans connect with their friends or family when they are at home
Over 70% of Gen X regularly work from home
South Africans express a stronger desire for homes with outside space than global average
Eating habits
South Africans cook or bake at home less than the global average
South Africans are highly influenced by strong and well-known brands
Flexitarian eating habits most pronounced among Gen Z and Baby Boomers
Respondents are more likely to have an evening snack on the weekend
Gen Z least likely to eat their meals at the same time each day and enjoy snacking
Working life
High salaries and home working are priorities for South Africans
Older generations would much prefer to be able to work from home
Earning a high salary is a key priority for younger generations
Many South Africans expect to have more flexibility in their work lives in the future
Gen Z are most eager to start their own companies
Leisure habits
All generations are highly engaged with friends and family online
Over a third of South Africans take a day trip for leisure at least once every few months
Millennials are most active in pursuing their leisure activities
Domestic personal trips far exceed international travel
Relaxation is by far the most important travel feature for South Africans
Nature and outdoor activities appeal more to older cohorts
Health and wellness
Women take health supplements more often while men choose to exercise more often
Going out for a walk or hike is the most popular form of exercise
Millennials are most likely to take up a group fitness class
Meditation is the most prevalent stress-reduction activity in South Africa
Gen Z use yoga more than other cohorts for stress reduction
Sustainable living

75% of South Africans try to have a more positive impact on the environment
All generations are concerned about climate change
South Africans more actively engaged in green behaviours than their global counterparts
Baby Boomers more likely to repair and reuse than other generations
Shopping habits
A high percentage of consumers are more focused on quality over quantity
Younger generations enjoy visits to shopping malls
Consumers rely on friends and family recommendations over other sources of information
Baby Boomers pay attention to the product label information the most
Immediate purchase is the biggest motivation to shop in-store
Baby Boomers shop in-store to see or try before buying
The ability to shop at any time and from any place is the biggest motivator to shop online
Gen X are motivated more by best prices and ease of delivery
Spending habits
Gen Z have the highest intentions in most categories to increase their spending
A high percentage of consumers are expecting to save more in the coming months
Technology
South Africans actively manage their data sharing and privacy
Millennials care the most about cultivating their personal brand online
South Africans have high rates of desktop/laptop and smartphone ownership
Younger generations have high rates of wired and wireless earphone ownership
South Africans spend more time browsing online than the global average
Over a third of Gen Z take part in regular online video gaming