As living costs rise, South Africans are taking decisive action to manage household budgets—here’s what the data shows.
South Africans living in households earning more than R10,000 per month are feeling the pressure of the rising cost of living, and they’re making real changes to stretch their rands further. The latest BrandMapp 2025 insights reveal the smart strategies being adopted by the consumer class—defined as adults with disposable income beyond basic survival—across income levels, provinces, age groups, and genders.
Following the 2025 National Budget Speech, many South Africans were left wondering whether the Government of National Unity (GNU) is doing enough to address economic stress. Rising VAT, debt costs, and minimal consumer support have pushed households to adapt.
Consumer Confidence Is Rebounding
Brandon de Kock, Director of Storytelling at BrandMapp, notes that despite economic uncertainty, the consumer confidence index in Q4 2024 stood at -6 points—a significant recovery from the pandemic low of -33 in 2020. He says, “It’s a clear indication of the resilience of South Africa’s consumer class who have quite a few tools at their disposal to deal with the rollercoaster of life.”
The Consumer Class Is Growing - But Unequally
According to National Treasury data, South Africa’s consumer class grew by 7.5% in 2024, outpacing inflation. But this growth hasn’t been even:
- In 2020, 56% of the consumer class earned between R10k–R30k/month.
- In 2024, only 46% fall into this category.
- 54% now earn R30k+, with a significant rise in high-income earners.
What Costs Are South African Consumers Cutting?
Across income groups, the most common cost-cutting behaviours include:
- Cancelling DStv subscriptions
- Spending less on alcohol and mobile data
- Reducing clothing budgets (35%)
- Going out less to movies and restaurants (31%)
Interestingly, pandemic habits are sticking around—with many still preferring to stay home as a cost-saving strategy.
Middle-income earners are 50% more likely to seek a second job compared to high-income earners.
Regional Differences in Cost-Cutting Strategies
Where you live in South Africa affects how you save:
- Gauteng: 28% are considering second jobs; higher likelihood of cancelling DStv and cutting alcohol spend.
- Western Cape: Residents prefer to go out less (36%) or skip holidays (19%).
- KwaZulu-Natal:</B Top strategies include going out less (28%), finding side-hustles (23%), and cancelling DStv (19%).
Generational Budgeting Tactics
Younger generations are taking the lead in budget reshaping:
- Millennials are most likely to cut alcohol (24%) and take on second jobs (30%).
- Gen Z is reducing outings (36%) and switching stores to save money (28%).
- Gen X leans toward cancelling DStv (24%) and withdrawing from pensions (11%).
- Boomers, with more financial stability, are the least likely to change habits.
The Gender Divide in Cost-Cutting
- 50% more likely to cut clothing spend
- More likely to switch grocery stores and seek second jobs
- More willing to do housework themselves to save money
Men are:
- 50% more likely to cut back on alcohol
- More inclined to withdraw from home loans
Price Still Trumps Loyalty for South African Shoppers
When it comes to choosing where to shop, price matters:
- 58% of the consumer class always look for sales and promotions
- 34% say the lowest price is the top factor, more important than quality or convenience
- Gen Z is most price-conscious, with 39% prioritising cost above all
Data Access & More Information
For data access, contact julie-anne@whyfive.co.za.