Nielsen has announced that it will release Consumer Panel data fused with 2017 PAMS data in August this year, this is an enhanced survey that will provide the industry with rich information on 200 consumer goods categories and more than 5 000 brands.
Brand spend on advertising and sponsorships last year totalled a hefty R45-billion investment into the South African market, signalling it as most brands’ biggest marketing investment. However, while spend figures are up from 2016, growth is still muted (below inflation) with brand investment often one of the first costs to be cut when budgets are constrained.
The South African consumer landscape is set for a multitude of shifts in the next ten years, not least of which is the maturing of the local market with growth in the Generation X (35-49 year old) market segment set to outpace that in the Generation Y Millennial age group.
Manufacturers and retailers seeking to stay one step ahead in Africa’s complex markets need to move beyond ‘business as usual’ - they simply cannot keep doing the same things and expecting a different result, as per the findings from the fifth Nielsen Africa Prospects Indicator (APi) report.
Nielsen’s Digital Ad Ratings heralds a new era of audience-based advertising metrics in South Africa, where advertisers now know who, as opposed to just what, consumers engage with digital advertising across screens and publishers.
The ongoing dynamic of Modern versus Traditional Trade within South Africa’s retail sector has seen exceptional growth of the Spaza shop format with an increase from 45% to 53% of South African modern trade shoppers (2015 vs. 2016) who now also utilise Spazas.
New research by Nielsen reveals that thinking in terms of bricks versus clicks is outdated, bricks-and-clicks is the current and future retail reality; especially in emerging markets, including South Africa.
South Africa is navigating choppy economic and political seas and nowhere is that more apparent than in the latest consumer confidence index (CCI) figures, which showed a 10-point decline to 77; offsetting the gains made in the previous quarter.
A phenomenal 92% of South Africans reveal they are willing to pay an above-average price for products that deliver higher quality, offer superior functioning (91%) or stand behind environmentally responsible (86%) or socially responsible (77%) principles.
Nielsen’s South African media business has a new face in the form of Terry Murphy who has been appointed as Director for Nielsen Watch Services in South Africa. Murphy will lead the commercial and operational teams responsible for Audience Measurement, AdIntel, Software Tools and the recently launched Digital Ad Ratings.
South Africans it seems are loyalty mad. Proof of this is that of six Africa/Middle East countries surveyed in Nielsen’s latest Global Retail Loyalty Survey, South Africa had the highest number of respondents (84%) stating that that they were currently members of a loyalty programme.
Around the world, consumers are increasingly opting for specialized diets that address their desire to eat organic, low-fat, low-carb, or eliminate ingredients based on food sensitivities, allergies or personal convictions.