Survey: South African consumer sentiment during the coronavirus crisis

Despite national restriction levels easing, consumer sentiment in South Africa remains mixed, with a majority of consumers uncertain about the economic outlook.

More than half of South African consumers have mixed feelings on the country’s economic recovery. Feeling the financial impact from COVID-19, consumers in South Africa continue to see reduction in income, spending, and savings. Discretionary spending remains subdued, as South Africans aggressively adopt habits to save money. Trading-down behavior has grown 1.5-fold compared to the previous year across all socioeconomic classes and product categories. About 79 percent of South Africans have tried a new shopping behavior, and most intend to continue usage beyond the crisis. Consumers expect significant increase in online shopping across categories after COVID-19 subsides.

These exhibits are based on survey data collected in South Africa from Sept 18–29, 2020. Check back for regular updates on South African consumer sentiments, behaviors, income, spending, and expectations.

Related Articles