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We have noted that shoppers are becoming much more intentional about what they buy. This is evident in our data which highlighted the surge of bulk-buying everyday essentials like cleaning products and toilet paper compared to last year's trend of popular non-essential items like Crocs.
These findings mirror the NIQ Consumer Outlook 2024 report, which paints a stark picture of South African shopping habits under economic strain. Nearly half (48%) of consumers are turning to bulk-buying essentials, prioritising practicality over non-necessary items.
This shift is further compounded by 45% of shoppers admitting to cutting back on discretionary purchases to focus solely on essentials.
Additionally, the report highlights a growing trend of 31% of consumers choosing online shopping to seek better deals as brick-and-mortar retailers scale back on discounts, passing on rising costs to shoppers.
With this in mind, here are the five product categories that South Africans are prioritising despite rising costs, according to OneDayOnly’s data:
This is unsurprising as two-thirds of South Africans start their day with a cup. But, with the cost of their caffeine fix becoming too hot to handle, coffee drinkers are now relying on discounts and deals to stock up on their beloved beverage.
In fact, January saw consumers doubling down, with both L'OR Nespresso Compatible Aluminium Coffee Capsules and Douwe Egberts Instant Coffee being among the most popular items bought.
Interestingly, a 2022 study by the Global Wellness Institute found that when people spend more on their well-being, not only are they happier but they live longer too.
For the most part, consumers aren’t actively on the lookout for these products but when they do spot them on discount, they snap them up.
From obligatory morning pick-me-ups to investing in health and wellness essentials, South Africans are prioritising their needs despite tightening budgets. Unfortunately, the economic future remains uncertain but constants like a good cup of coffee can provide some degree of comfort.