MARKETING RESEARCH

SA’s Marketing Research Foundation releases latest survey data

By our African Marketing Confederation News Team | 2024

Marketing All Product Survey dataset reveals key trends, including consistent alcohol sales while other discretionary purchases decline.

The Marketing Research Foundation of South Africa and Plus94 Research have unveiled the latest Marketing All Product Survey (known as Maps) dataset through a global webinar presented in partnership with market research and insights organisation, Esomar.

Survey shows key consumer trends in SA. Photo: HelenOnline, Wikimedia Commons

 

This dataset incorporates three years of data from – 2021 through to 2023 – and provides brands, marketers and their agency partners with the ability to analyse emerging consumer trends and shifting product-purchasing behaviours across the country. 

“Our long-standing Maps programme exemplifies the cutting-edge market intelligence capabilities within the South African research community,” says Johann Koster, CEO of the Marketing Research Foundation (MRF).  

“By collaborating with renowned organisations like Esomar, we were able to highlight how the quality, integrity and thoroughness of Maps aligns with the highest global standards for consumer analytics.” 

Maps data is compiled from an annual sample size exceeding 20,000 respondents across metro, urban and rural areas. Its methodology covers over 3,000 brands across more than 150 media and product categories. 

Households grappling with increasing financial strain 

Key findings from the Maps May 2024 release paint a picture of South African households grappling with increasing financial strain amidst rising costs for basic goods and persistent issues such as electricity blackouts. 

“Data showed significant declines in expenditures for discretionary purchases like dining out and cinema visits. However, alcohol sales have remained fairly constant, with beer and wine being increasingly consumed,” the MRF says in a statement. 

“Media consumption remained stable overall, with streaming video and social platforms carving out their space in the video-viewing universe, while television seems to have stabilised and is holding its own in terms of overall audience share.” 

The Maps webinar featured insights into topics such as: 

  • The impact of escalating inflation on grocery and consumer-goods purchasing power. 
  • Shifting habits around traditional and digital media consumption.  
  • Households’ reliance on mobile banking and money transfer services. 
  • Evolution of e-commerce and online shopping adoption across categories like clothing. 
  • Emerging trends in alcoholic beverage preferences and liquor retail-channel choices. 

“Our data is a critical tool for developing strategies that resonate with consumers, drive growth and adapt to the dynamic market environment,” says Koster. 

The webinar recording and presentation are available here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.