Ina Opperman
Business Journalist
6 minute read
23 Dec 2021
5:40 pm

Less brand loyal, more price conscious – How 2021 changed SA’s consumers

Ina Opperman

The SA consumers of 2021 were definitely not the same consumers of 2019, and showed drastic behavioural changes.

Image: iStock

South Africa's consumers have apparently become less confident and less loyal, switching away from their usual brands as they search for better deals, and changing the way they shop. During the fourth quarter of the year, consumer confidence increased marginally but stayed low with a consumer confidence level of -9, equal to the first quarter and the period just before the pandemic hit in 2020, according to the FNB/BER Consumer Confidence Index. The Deloitte State of the Consumer Tracker shows that 86% of South Africans worry about rising prices, putting them in fourth place of most financially anxious consumers in...