SA’s Marketing Research Foundation releases latest survey data

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.