South Africa is still very much a land of haves and have-nots. With 56% of the population living below the national poverty line and unemployment at 28%, purchasing power for many is extremely limited. Moreover, even the most affluent consumers are becoming more price-sensitive as living costs rise and the economy remains weak. Also shaping lifestyles are the ageing population, rising crime levels, a higher number of single households, internet expansion and growing health awareness.
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