South Africa’s prolonged weak economic growth, continued high levels of unemployment, squeezed household budgets, and the escalating cost of living have transformed the way consumers buy groceries.
This change that has become widespread across the retail sector and an entrenched feature across the Spar store network where shopping trips have become more ‘ intentional ’, writes Jerome Jacobs, MD: grocery and liquor at The Spar Group.
Put simply, our shoppers haven’t stopped spending; they have become far more focused on how they spend their hard-earned cash. Today, shoppers are considering every item in their baskets, and their purchases reflect their efforts to balance their families’ needs with the rising cost of living.
The question, of course, is whether the observations across the Spar network indicate trends emerging in the broader South African trade sector. We believe that, as one of South Africa’s largest independent grocery retail networks, with an operating model that enables us to serve communities of all sizes and at all levels of economic activity, we have a unique perspective on how the nation’s economic pressures are reshaping consumer behaviour.
While these changes have primarily been driven by necessity, we believe that as long as overall economic conditions persist, these trends will endure. They could also become ingrained behaviours that persist for years to come and shape the future of the retail landscape.
A fundamental change we’re observing is a shift from the practice of monthly bulk-buying shopping trips to weekly shopping trips and other strategies that align with cash flow, reduce unnecessary purchases and minimise food waste.
This shift in buying behaviour is complemented by planning, which has become one of the most effective ways to save money. More households are preparing weekly meal plans before heading to the store, building shopping lists around those meals, taking advantage of deals and promotions, and buying only what they need. Instead of making purchasing decisions in the aisle, many shoppers decide what they need before they leave home – and then stick to that list.
The keyword is ‘value’. Customers are comparing prices more carefully, looking beyond familiar brands and weighing up promotions, private label products, and multi-buy offers. In addition to price, shoppers are considering quality, nutrition, freshness, and versatility.
A product that lasts longer, reduces waste, or can be used across multiple meals offers greater value.
The figures reinforce this trend. Recent research shows that 84% of shoppers actively seek special offers, while 83% regularly take advantage of promotions, sales and coupons. Loyalty programmes have also become increasingly influential, with many consumers choosing where to shop based on their ability to earn and redeem rewards that help stretch their budgets.
For Spar, the message is clear. Consumer loyalty will increasingly be measured by how effectively retailers help their customers make smarter purchasing decisions through meaningful promotions, quality own-brand products such as our Spar private label range, built on our promise of ‘as good as the best for less’, trusted fresh produce, transparent pricing and rewards that deliver tangible savings.
Convenience has also become closely linked to affordability. For many South Africans, the true cost of shopping extends beyond the price at the till. Fuel, public transport costs and the time required to travel to shopping centres all put pressure on those with constrained household budgets.
Community-based retail has therefore become increasingly relevant. Stores located closer to where people live make it easier for households to shop more frequently, buy only what they need, and avoid the financial strain of large, one-off grocery trips. In today’s economic environment, convenience is no longer simply about saving time – it is also a way to save money.
Technology is accelerating this evolution. Shoppers are adopting digital grocery shopping through digital catalogues, personalised in-app offers, loyalty programmes, and delivery apps such as Spar2U that provide greater visibility of prices and specials, enabling them to make more informed purchasing decisions and manage household budgets with greater confidence.
For retailers, one of the most valuable lessons from the past few years is that affordability and trust are now inseparable, given that consumers are more discerning than ever. Earning customer loyalty requires retailers to maintain consistent pricing and quality standards. Shoppers will frequent stores where they feel the owner is helping them make better decisions. The opportunity lies in meeting today’s astute customers’ expectations by being reliable and transparent.
For retailers, achieving this requires recognising that changing buying behaviours mean a focus on making value easier to see and access for shoppers. The tools that will achieve this range from hyper-relevant promotions to high-quality own-brand ranges to practical meal and basket solutions.
The goal is no longer simply to sell more products; it is to help customers achieve more with their budgets.
National Savings Month is an important reminder that financial resilience is built through thousands of everyday decisions. Increasingly, many of those decisions are made in grocery aisles, around family meal plans and at checkout counters.
Retailers that understand these changing behaviours have an opportunity to do more than meet evolving customer needs. They can play a meaningful role in helping South African households navigate economic uncertainty and make every rand count.