South Africa: Consumer Profile
Description
The population reached 64.7 million in 2025 and is projected to grow to 74.0 million by 2040, a 14.3% rise. The defining features are a young population, the world's highest income inequality, mass unemployment and a vast social grant system that together shape a deeply value-driven market.
Euromonitor's South Africa: Consumer Profile report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Economy market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor's South Africa: Consumer Profile report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Economy market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
45 Pages
- Scope
- Key findings
- Key drivers affecting consumers in South Africa in 2025
- How developments today shape the consumer of tomorrow
- A young population of 64.7 million keeps growing
- Female obesity and insufficient physical activity dominate health risks
- Gen Alpha, Gen Z and millennials define the market
- Cape Town and Johannesburg lead urbanisation
- Opportunities for growth
- Households more often headed by women
- Most own houses, but many live informally
- Single-person households grow fastest to 2040
- Connectivity spreads as digital life deepens
- Incomes stagnate amid the world's highest inequality
- Mass unemployment defines the labour market
- A small affluent tier expands quickly
- Consumer spending grows to USD368 billion by 2040
- Key findings consumer survey
- Millennials most willing to pay more for high quality and health and nutritional properties
- Bargain-hunting defines a cost-pressured market
- Most South Africans consider the environmental impact of their choices and actions
- Consumers indicate concern about their financial situation
- Younger generations mainly prioritise earning a high salary
- Key takeaways
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