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...
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.
The latest Nielsen South African Consumer Confidence Index (CCI) for Q3, 2017 reflects a 5-point increase from the previous quarter to 83 points, the highest level since Quarter 3, 2016.
The 2017 Nielsen State of Private Label in South Africa report shows that Private Label (PL) has maintained its growth rate since 2016, with its share of total sales having climbed over 20% in 2017.
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.
Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products.
Despite South Africa’s current pressurised retail environment and consumers having less to spend on impulse purchases, there is excellent potential for growth within branded garage forecourt stores.
Consumer Confidence Index for Quarter 2, 2017 up 1-point to 78 in South Africa - the same levels as Quarter 2, 2016.
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.