Consumer Values and Behaviour in South Africa

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

EUR 1,375
Request More Information

Delivery: 

Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).

This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in South Africa report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in South Africa report answers:

  • How is the consumer mindset in South Africa changing? In South Africa, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in South Africa purchase decisions?
  • Where and how do consumers shop in South Africa?
  • What health-related activities do consumers in South Africa participate in?
  • What megatrends should I focus on in South Africa (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in South Africa
Consumers have complex ideals, preferences and concerns in South Africa
Older generations concerned about the rising cost of everyday goods
Consumers enjoy experimenting with novel goods and services
Younger generations seek out distinctively tailored products and services
Consumers in South Africa anticipate that their level of happiness will increase in the future
Younger generations are looking forward to a brighter future
While at home, consumers in South Africa connect with friends or family virtually
Safe location remains the most desired home feature
South Africans prefer to cook or bake dishes for themselves
Consumers say that another member of the family usually prepares meals for them
Millennials prefer to engage in activities other than preparing meals
South Africans look for healthy ingredients in food and beverages
Older generations expect to have the flexibility to work from the comfort of home
Consumers in South Africa primarily desire to attain a lucrative wage
Consumers say they have a strict boundary between work and personal life
Consumers enjoy socialising with friends online
Older generations go shopping for leisure
South Africans prioritise maximizing the benefits while minimizing the cost when travelling
Younger generations expect finding peace and releasing stress when on vacation
Consumers in South Africa walk or hike for exercise
Younger generations perform weight lifting or strength training exercises
Consumers in South Africa are interested in meditation
South Africans are feeling concerned about the effects of climate change
Consumers actively working towards greener and more sustainable practices
Consumers motivated to repair broken items, rather than replacing them
Consumers in South Africa love searching for discounts
Gen X likes to buy less goods, but of elevated quality
Consumers regularly seek strong or well-known brands
Baby Boomers are interested in acquiring items that have been previously owned
South Africans expect to increase spending on education
Gen Z set to increase spending on new technology the most
Consumers are concerned about the current economic state
Millennials say their debts outweigh savings
Saving money remains major priority in future
South Africans are proactive in managing data sharing and privacy settings
Gen Z say it is important to foster an online identity
South Africans employ messaging or communication applications
Older generations regularly access their financial accounts via online means
Younger consumers frequently make online purchases
South Africans show support for companies by following their social media updates
Gen Z help promote products by sharing their purchases via social media profiles
Download table of contents
Share:

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

© 2025 Euromonitor is privately owned & trademarked. VAT No. GB: 239-2559-40 Registered in England No. 1040587