Cost of groceries the primary worry for almost half of SA consumers

“For the first time, marketers, advertisers and media agencies can trend five full calendar years of South African consumer behaviour, media consumption and spending patterns from a single, nationally representative dataset,” the MRF says. 

Among the headline findings from the latest release: 

Demographics and Income 

The adult population (age 15+) grew 5% to 45.69-million people between 2021 and 2025. Average monthly personal income increased to R7,510 (US$446.87) in 2025, up from R6,774 ($415.97). Average monthly household income reached R15,068 ($925.21).  

Consumer Sentiment 

47% of respondents cited the cost of food and groceries as their primary worry in 2025. Crime and violence was cited by 46%. On personal finances, 52% reported their situation was about the same as the previous year, while 20% said it was a little better – a modest improvement on 2024. 

Economic and Financial Strain 

Despite income gains, financial pressure remains visible in consumer behaviour. The number of consumers who took out a loan in the past 12 months increased 58% year on year. Food remains the primary reason for loans, cited by 38% of borrowers in 2025, versus 34% in 2023. The proportion of consumers who save or invest has declined 46% since 2021. Monthly eating-out frequency dropped 58% between 2021 and 2025. 

Media: Social and Digital 

Social media penetration reached 72% of the adult population in 2025, up from 53% in 2021. WhatsApp leads with 31-million monthly users, followed by Facebook at 25-million and TikTok at 18-million. TikTok grew from 9% penetration in 2021 to 39% in 2025. Internet connection in the home reached 34% of households in 2025, up from 9% in 2021, with 6.7-million households now holding fixed internet access. 

Television 

TV penetration averaged 49% in 2025, with 78% of households owning a TV set. DStv penetration averaged 32%. SABC1 remains the most-watched channel, followed by e.tv. 

Streaming and Audio 

On-demand streaming penetration averaged 21% annually. Netflix leads at 79% of streaming users, followed by Showmax at 38% and YouTube (paid) at 16%.  

Radio penetration averaged 38%, declining from 68% in mid-2021. Ukhozi FM leads with the highest weekly listenership. While digital streaming is slightly up, audio listening in general seems to be under pressure.  

Given the growth across video viewing – short form and long form across socials and streaming services – video could be taking share from audio listening. People are rather watching short videos or music videos on social than listening to radio. 

Retail and Grocery 

Average monthly grocery spend reached R2,169 in 2025, up from R1,877 in 2021. Shoprite/Checkers Xtra Savings leads loyalty card penetration at 44%, with 49% of the population holding at least one store loyalty or rewards card. Online clothing purchases are growing, with Shein and Temu now among the top e-commerce retailers. 

Financial Services 

77% of adults hold a bank account. Capitec holds the largest share of primary banking relationships at 43%, up from 37% in 2021. A total of 37% of the population hold insurance of some form, and 32% have funeral cover. 

Says Johann Koster, CEO of the MRF: “MAPS is a very powerful record of consumer behaviour through adversity and challenge. It is therefore a powerful tool to use in planning for the future – particularly as the global environment remains volatile and difficult to predict.”