Heritage Day in South Africa is about celebrating our diverse cultures. But is there one tradition that unites us all? The answer is simple: the braai.
From township streets to leafy suburban gardens, and from beachside gatherings to small-town celebrations, cooking on fire remains South Africa’s most unifying cultural tradition.
A Shared Heritage: From Ancient Fires to Modern Braais
When democracy arrived, Heritage Day replaced Shaka Day as a celebration of cultural diversity. Yet, across all tribes and backgrounds, one practice connects us: cooking over fire.
Archaeological finds at the Cradle of Humankind show that our ancestors were roasting meat on open flames over a million years ago. Today, South Africans continue that tradition—whether on a built-in braai, a portable Weber, or a shisanyama grill.
Brandon de Kock, Director of Storytelling at BrandMapp, explains:
“South Africans’ love of a braai transcends demographics. It’s rooted in our land’s heritage and ancestry. Whether you’re an emerging farmer in the Eastern Cape or a hedge fund manager in Johannesburg, when people gather, chances are there’s a braai.”
The Numbers Behind South Africa’s Braai Obsession
BrandMapp data and supporting research highlight just how deeply fire-cooking is embedded in South African life:
- 90% of households say they have a built-in braai or dedicated braai space (Spar Group research).
- 80% of South Africans braai regularly, with around 30% doing it weekly (Libstar survey).
- Meat consumption: South Africans eat around 69kg of meat per person per year, exceeding the global average of 64kg (Dr WA Lombard, UFS).
- Vegetarianism is rare: Only 17% of the consumer class say they might consider becoming vegetarian or vegan.
Even in tough economic times, the braai remains non-negotiable. From sharing boerewors rolls on a balcony to hosting neighbourhood-wide shisanyamas, the braai cuts across class, income, and geography.
More Than a Meal: Braai as Lifestyle and Connection
Cooking is one of the top interests of South Africa’s consumer class, ranking higher than dining out. According to BrandMapp’s latest survey:
- Cooking is the 4th most popular lifestyle interest, after music, travel, and movies.
- Almost 50% enjoy cooking specifically for friends and family.
- Recipe searches online are more common than searches for property or travel.
And of course, no braai is complete without a drink in hand. BrandMapp data shows that 75% of braai-goers pair their meal with a beverage, whether it’s a cold beer, South African wine, or the iconic brandy & coke.
“The braai is hospitable, generous, and deeply social. It’s about connection, community, and conviviality,” says De Kock.
Why Braai Culture Matters
The braai is more than just a food tradition. It’s a social equaliser. On Heritage Day, National Braai Day, or any ordinary weekend, fire brings people together:
- Across urban and rural divides
- Across economic classes
- Across cultural and generational differences
It’s a shared ritual that connects us not only to each other, but also to our ancestors.
Explore the Insights Behind South African Life
The BrandMapp 2025 dataset unpacks the behaviours, values, and preferences of South Africa’s mid- to top-income households. From food choices to lifestyle trends, it offers unparalleled insights into how South Africans live, spend, and connect.
For access to the full data, contact: julie-anne@whyfive.co.za