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

In 2024, the overall South African tobacco market recorded a continued decline in retail volume sales, although value sales rose, driven by price increases and consumer shifts to higher-margin, non-combustible nicotine products, found in smokeless tobacco and e-vapour products. As a result, cigarette volumes continued to fall as smoking prevalence declined, most notably amongst younger demographics. Moreover, the illicit market, which accounted for approximately 60% of the total cigarette market

Volume sales of cigarettes decreased in South Africa in 2024. Cigarette volumes continued to decline during the review period for several reasons. Firstly, the illicit market for cigarettes continued to gain overall market share and reached close to 60% of the total market. Much of this shift was derived from tobacco bans during the peak of the COVID-19 crisis, which caused consumers to purchase their cigarettes from the illicit market, as it was the only accessible supply at the time. Since the

Volume sales of cigars and cigarillos decreased in South Africa in 2024. For several year cigars and cigarillos have continued to struggle in South Africa. Firstly, cigar and cigarillos consumption remained largely occasion driven with consumption occurring at landmark events, such as birthdays and work celebrations. This meant that the category suffered from consumers reducing their spending on what were seen as non-essential indulgences in a cost-sensitive environment when incomes were squeeze

Smokeless tobacco saw volume sales decline in South Africa during 2024, as traditional snuff products faced ongoing challenges, including limited innovation and declines in consumer preferences for the category. In addition, the increasing availability of alternative nicotine products, such as e-vapour products and pouches, drew consumer attention away from smokeless tobacco. In connection, e-vapour products recorded strong value growth, driven by increased demand for affordable devices and a wi

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

Sales of home furnishings in South Africa recorded positive growth in current value terms in 2024. While inflation and rising prices contributed to this trend, one key driver was continued consumer investment in creating multifunctional and living spaces. This sustained demand supported a market shift toward versatile furniture and adaptable textiles that combined comfort with practicality.

In 2024, writing instruments recorded positive value growth in South Africa. Pens and pencils remained essential stationery staples used in both schools and offices, resulting in a consistent, stable demand. Sales of these items peaked during the back-to-school season, as parents stocked up or replaced essential school supplies for their children. Retailers launched aggressive price promotions to capitalise on this seasonal rush, driving retail volume sales.

The home and garden market in South Africa recorded robust growth in current value terms in 2024, although this was largely fuelled by rising prices. While inflation eased compared to 2023, it continued to erode consumer purchasing power, encouraging greater caution around discretionary spending. Despite this, the market continued to evolve, adapting to shifts in consumer lifestyles, priorities, and daily routines. Increasingly, households sought out products and solutions that offered greater f

Homewares recorded robust growth in current value terms in South Africa in 2024, driven by increased consumer investment in kitchen and dining. With more meals being prepared and enjoyed at home, there was a notable rise in demand for quality cookware, coordinated dinnerware, and stylish kitchen utensils that elevated everyday meals and enhanced social occasions. Consumers embraced visually appealing and durable pieces, including colourful ceramic dinner sets, textured stoneware mugs, and stainl

In 2024, the consumer environment in South Africa proved challenging. Many shoppers prioritised essential goods over discretionary purchases. When non-essential items were bought, a considerable proportion of consumers sought better value by opting for more affordable brands. As a result, Shein and Temu gained popularity among shoppers, offering a substantial price difference compared to similar products from local retailers. However, this situation is expected to change once the de minimis thre

The challenging consumer environment, characterised by rising living costs, job insecurity, and increasing unemployment, has forced South African consumers to be more cautious about their spending. Bags and luggage are seen as non-essential items for many consumers. South Africans who are known to be fashion-conscious and trend-driven, especially younger consumers, were choosing to trade down to cheaper brands during 2024. As a result, retailers reacted by introducing more entry-level lines, app

The market for home improvement in South Africa registered only modest growth in current value terms in 2024. Given the challenging economic environment, cosmetic upgrades such as wall repainting, the installation of feature tiles, and sanitaryware replacements emerged as popular options, offering high visual impact at a relatively low cost. These types of renovations were widely promoted in property-focused media as effective ways to enhance both day-to-day liveability and potential resale valu

In 2024, fine jewellery in South Africa experienced a slowdown due to the challenging economic environment. However, tourists are typically a key consumer group for fine jewellery, as prices tend to be relatively cheaper compared to European markets. Local players, such as Browns, utilise storytelling to market their brands, emphasising the traceability of their diamonds and offering investment programmes. Browns is regarded as a luxury brand in South Africa and has built a strong reputation ove

Gardening sales saw significant growth in South Africa in current value terms in 2024 as more households embraced backyard and homestead gardening to counter rising food prices. Consumers looked to supplement grocery purchases with homegrown fruits and vegetables, thereby enhancing food security - especially in peri-urban and rural areas. Increasingly, households adopted organic growing media such as compost and natural fertilisers, alongside bio-based pest control methods. These practices mirro

In 2024, aspirational consumers were fuelling the growth of affordable luxury brands in traditional and connected watches, including players such as Michael Kors and Emporio Armani. Consumers were highly brand-conscious, seeking products that signal status and global sophistication. For many, these brands offer an accessible entry point into the luxury world, providing not just style but also an emotional connection that often deepens over time.

Alongside rising value sales, demand for cat food in South Africa is improving in 2025. This performance is being driven by a number of factors, mainly the increasing number of cat-owning households. Interest in cats as pets is on the rise in South Africa, although the cat population remains significantly lower when compared to that of dogs. In addition, the pet humanisation trend in South Africa is gaining momentum, as consumers increasingly treat their cats as family members, leading to a grea

Sales of dog food in South Africa continue to rise, fuelled by several key factors. Primarily, the increasing dog population is a significant driver, as a growing number of South Africans choose to adopt dogs as pets, leading to improving demand for prepared dog food. This trend is particularly pronounced in urban areas, where the number of households is on the rise. Urbanisation is not only increasing the number of potential pet owners but is also shifting consumer preferences towards premium a

In 2025, retail value sales of other pet food in South Africa, comprising bird food, fish food (the most dynamic performer overall), and small mammal/reptile food, are expected to outpace volume sales growth. This trend is primarily driven by the ongoing impact of inflation on unit prices, which are set to continue rising in 2025, albeit more slowly than the previous three years. Despite economic challenges, the category is set to record a marginal upturn in volume sales.

Pet care in South Africa is experiencing growth in both retail value and volume terms, primarily fuelled by the rising pet population combined with increasing urbanisation rates. As a rising number of people move to urban areas, the adoption of pets, particularly cats and dogs, is increasing. In addition, there is a rise in the pet humanisation trend; local consumers are increasingly seeking products and services that enhance their pets' quality of life, including premium pet food and specialise

Retail value sales of pet products in South Africa continue to grow, driven by a growing trend in pet ownership and a heightened awareness of pet health and wellness. As an increasing number of South Africans embrace the joys of having pets, there is a corresponding rise in the demand for products that enhance their quality of life. Pet owners are increasingly seeking out pet healthcare products such as dietary supplements that address specific health needs, such as joint support, digestive heal

The South African digital landscape continues to benefit from improvements in internet penetration and falling data prices. These dynamics have been particularly beneficial for streaming services, which are leveraging the expansion of 5G networks, reaching 50% coverage nationwide, as well as fibre optic connectivity subscriptions rising from 1.49 million in 2023 to 2.47 million in 2024, to grow their customer bases.

Retail saw current value growth in South Africa in 2024. The retail landscape remains challenging due to South African households struggling with a rising cost of living, persistently high unemployment rates, and currency depreciation. These conditions were worsened by a prolonged 15-year high interest rate, making it increasingly difficult for many middle-income families to repay asset-backed debts, such as mortgages, due to shrinking disposable incomes. The situation was further exacerbated by

Direct selling saw current value growth in South Africa in 2024. Demand for direct selling continued to be affected by a challenging economic climate, which led consumers to reduce discretionary spending. Although sales of health and personal care products continue to lead the market, the channel has increasingly been facing intensified competition from leading health and personal care stores such as Clicks, which have been capitalising on their strong value chains to expand affordable private l