UMHLANGA loves their internet connectivity and security, uMlazi leads in Shein shopping, and Berea is all for the convenience of online grocery shopping, while Toti is quietly retired.

These are just a few of the insights revealed in ROOTS 8.1, the latest edition of Spark Media’s consumer landscape survey, which was unveiled by Caxton Local Media at The Barnyard Theatre, Suncoast, in Durban on Friday, October 17. Spanning 107 communities and surveying over 10.8 million households, the ROOTS 8.1 report uses three key pillars: reach, engagement, and insights to gauge hyper-local information of what South Africans are really buying – and where.

Lynne Krog, Spark Media’s Head of Research, said ROOTS 8.1 offers a grounded roadmap for businesses seeking to understand their audience beyond the headline stats. “You have to fit the product to the people you’re selling to – and these days, there’s too much choice,” said Krog. “ROOTS 8.1 gives us the data to prove the reach we claim. We don’t mark our own homework – this is an audit. ROOTS has always been about telling the story of real communities. With ROOTS 8.1, we are giving marketers the clarity to serve people better.”

Shopping remains a dynamic category

According to the survey, food and grocery shopping remains a dynamic category. On average, South Africans shop at four to five different retailers each month. In KwaZulu-Natal, Checkers leads overall, while Shoprite dominates in Umlazi. Notably, Spar showed the biggest growth since the last survey, up by 11%.

Online shopping continues to gain ground, particularly among young professionals and student-dominated Berea, where digital-savvy consumers are leading the shift from aisle to app. Umlazi, now officially included in ROOTS for the first time, stands out for its high average income and spending, especially in fashion.

Shein ranked highest for clothing, while Pep and Ackermans remain go-to spots for kidswear. The community also leads in online betting and gambling, along with funeral cover as the top monthly expense – followed by life insurance and medical aid. In household goods, Pep Home has surged in popularity, and Game leads in small appliances, with Makro and Takealot favourites in Berea and Highway. Banking trends showed a great shift in loyalty with Capitec surging to the top of the polls.

The survey also revealed that banking is no longer a one-institution affair. Most households now bank with multiple providers, often combining transactional accounts with rewards and loyalty programmes. “Capitec is now the most used bank, a major shift from 2010, while TymeBank has also made significant inroads,” said Krog.

In uMhlanga, FNB leads, while uMlazi and Berea residents are more likely to spread their money across institutions. Despite digital growth, print remains a powerhouse in Durban.

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