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.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in South Africa report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in South Africa report answers:
- How consumers in South Africa are changing?
- What are key changes in South Africa population, society and generational structure and how it is affecting businesses?
- What is the household structure in South Africa and how it is changing consumer landscape?
- What are key income groups in South Africa? What is the outlook for the future?
- Where consumers are spending the money in South Africa?
- How is the consumer mindset in South Africa changing?
- In South Africa, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in South Africa?
Scope
Key findings
Key drivers affecting consumers in South Africa in 2025
How developments today shape the consumer of tomorrow
Today 2025: South Africa’s population continues to grow
A young population of 64.7 million keeps growing
Female obesity and insufficient physical activity dominate health risks
Tomorrow 2040: Increasing older populations and higher life expectancy raise median age
Gen Alpha, Gen Z and millennials define the market
Cape Town and Johannesburg lead urbanisation
Opportunities for growth
Case study: A youth jobs crisis shapes the consumer base
Today 2025: Couples with children gain share of total households
Households more often headed by women
Most own houses, but many live informally
Tomorrow 2040: Single-person households grow strongly in share
Single-person households grow fastest to 2040
Connectivity spreads as digital life deepens
Opportunities for growth
Case study: Women head most South African households
Today 2025: Per capita disposable income edges up only slightly
Incomes stagnate amid the world's highest inequality
Mass unemployment defines the labour market
Tomorrow 2040: Rural disposable incomes draw nearer those in urban areas
A small affluent tier expands quickly
Consumer spending grows to USD368 billion by 2040
Opportunities for growth
Case study: Social grants underpin mass consumption
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
Opportunities for growth
Case study: Global platforms shake up online retail in South Africa
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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