Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Menstrual care posted 4% volume growth in 2025, rising to 2.7 billion units. The market also expanded in value terms, as retail value sales reached ZAR3.4 billion, representing a 7% increase over the previous year. This healthy performance outpaced many other fast-moving consumer goods categories in the same period, particularly against the backdrop of South Africa’s challenging economic environment, where inflation stood at 4% and real GDP growth was 1%. These figures reflect both a growing de

Wipes in 2025 demonstrated continued current value growth, with retail sales reaching ZAR1.5 billion, up 7% on the previous year. Despite a broader economic recovery, most consumers have not experienced tangible relief in their personal budgets and, as a result, wipes sales are heavily reliant on discounts, multi-buy offers, and temporary price reductions to stimulate demand. Promotional activity thus becomes the primary mechanism for driving sales, as shoppers increasingly time their purchases

Away-from-home tissue and hygiene in 2025 reached ZAR4,736 million, rising by 6%. This positive trend is aligned with the continued rise in demand for these products, in response to ongoing urbanisation and increasing out-of-home activities. Notably, the growth rate, while robust, has slowed compared to the double-digit increases seen in previous years, reflecting a normalisation following rapid expansion.

The nappies/diapers/pants category in South Africa continued to grow in 2025, reaching a retail volume of 2,882 million units, which represents a 3% increase over the previous year. This growth rate, although positive, is notably slower than in the preceding years, reflecting the constraints imposed by the economic environment. The nation's persistently high unemployment and stagnating salary growth have eroded consumer spending power, with a total population of 65 million and consumer expenditu

Tissue and hygiene in South Africa in 2025 demonstrated resilient growth with a 5% increase in value sales to ZAR23.6 billion, mirroring the robust demand seen across essential goods in the region despite inflation and limited wage progression. The attractiveness of tissue and hygiene is underpinned by non-discretionary consumer needs, an expanding population - particularly among young children and older adults - and sustained consumer willingness to invest in comfort and performance, even as pr

Despite significant economic headwinds, retail tissue maintained upward momentum in 2025, with total retail value in constant local currency reaching ZAR7.1 billion, a 5% increase over 2024. Economic pressures have heightened consumer price sensitivity and led to more deliberate, savings-focussed purchasing behaviour, driving households to wait for promotions, multi-buy offers, and seasonal sales to stock up on essential non-perishables like retail tissue. Financial stress is further underscored

The needs of an ageing population and demand for ongoing care are generating resilient demand in retail adult incontinence, which in 2025 demonstrated healthy growth in both volume and value terms against a backdrop of modest national economic expansion. South Africa’s real GDP growth was only 1% in 2025, and the total population reached 65 million, of which 5 million were aged 65 and older.

Laundry care in South Africa experienced value sales growth in 2025, driven by rising population and urbanisation rates. The urban population in South Africa reached 41,318,800 in 2025, indicating a steady growth. As hygiene awareness and the benefits of cleanliness remain high in the market, detergents are viewed as essential items. When faced with affordability issues, consumers tended to down-trade to more affordable brands or seek value-for-money sales rather than reduce their consumption. T

Home care in South Africa exhibited robust growth in 2025, driven by the essential nature of its products and increasing hygiene awareness among consumers. Laundry care continued to dominate the market, benefiting from a rising population and a steady increase in median disposable income per household. The market is forecast to maintain strong growth, with a current value CAGR of 7% to reach ZAR65,160 million by 2030. Key drivers include multifunctionality and health and wellness trends, with co

Toilet care in South Africa demonstrated growth in 2025, driven by consumer priorities on hygiene and health. The total retail value of toilet care reached ZAR973 million in current terms, representing 4% growth from the previous year. This growth is attributed to the increasing awareness among consumers about the importance of maintaining hygienic bathrooms and toilets. As consumers become more aware of the ingredients that make toilet care products effective, brands have responded by introduc

Air care in South Africa showed value sales growth in 2025, driven by rising demand for mood-enhancing products. With more people working from home, demand for products creating a pleasant environment has increased. The category recorded value sales reaching ZAR9,407 million, representing 5% growth in current terms, driven by the convenience and effectiveness of air care products.

In 2025, dishwashing in South Africa continued to grow, albeit with a notable shift in consumer behaviour towards more affordable options. Value sales of dishwashing products recorded 6% growth in 2025, reaching ZAR3,625 million in current terms. This growth was primarily driven by hand dishwashing, which recorded value sales reaching ZAR3,094 million in current terms, remaining the largest category due to the relatively low penetration of automatic dishwashers in South African households. The m

Bleach in South Africa continued to grow in 2025, driven by consumer demand for effective and multi-use home care products. Value sales of bleach in South Africa reached ZAR790 million in 2025, representing 6% growth from 2024. Bleach’s antibacterial properties have maintained its demand as a disinfectant and cleaning solution. As home hygiene awareness continues to rise, consumers are seeking reliable products to keep their homes clean and germ-free. Bleach remains a trusted choice, driving cat

Surface care in South Africa experienced value sales growth in 2025, driven primarily by a rising population and increasing urbanisation rates. As health and wellness become increasingly important to consumers, the association between cleanliness and well-being has strengthened, fuelling demand for surface cleaners. The urban population in South Africa continued to grow, reaching 41,318,800 by 2025, indicating a potential for sustained demand for surface care products.

Polishes in South Africa experienced a positive performance in 2025, with a retail value of ZAR2,825 million, representing 6% growth in current terms. This growth is attributed to the rising prices of polishes, as the retail volume declined. The median disposable income per household in South Africa was ZAR126,302 in 2025, indicating a relatively stable economic condition, but consumers still viewed polishes as non-essential and cut back on spending. The urban population in South Africa was 41,3

In 2025, South Africa’s fresh food market continues to show resilient demand; however, growth is increasingly constrained by acute supply-side pressures. The livestock sector is facing unprecedented disruption: foot-and-mouth disease outbreaks have surged, leading to high calf mortality, reduced weaner supply, and movement bans that have already caused significant revenue losses across both the beef and dairy value chains. Poultry supply remains volatile as repeated waves of avian influenza nece

In 2025, home insecticides in South Africa continued to grow, driven by the increasing demand for effective pest control solutions due to urbanisation. Value sales of home insecticides reached ZAR2,285 million, representing 4% growth in current terms. The growth of urban areas has significantly impacted the home insecticides category, as increased urbanisation leads to a higher incidence of pest infestations, driving demand for effective pest control solutions. The urban population in South Afri

Egg volumes declined in 2025 due to avian influenza outbreaks that reduced supply and drove up prices, prompting some consumers to switch to alternative proteins. However, eggs remained relatively resilient as sharply rising beef prices reinforced their position as a more affordable source of protein offering nutritional value and versatility. A gradual shift toward premium options such as free-range eggs is emerging among higher-income consumers.

Fruits saw moderate growth in 2025, driven by steady demand for healthy, natural foods, though performance varied across categories. Staple fruits like bananas and apples supported everyday consumption, while seasonality played a key role, with peaches, plums and strawberries, and citrus fruit seeing peak consumption during the summer and winter months, respectively. Cherries stood out as a high-growth category, benefiting from increased local production, improved supply and better pricing, whic

Nuts showed a steady performance in 2025, supported by their reputation as a healthy and convenient snack. Peanuts remained the dominant and fastest-growing category due to their affordability, strong local production and nutritional value, making them a staple choice for price-sensitive consumers. While production of higher-value nuts like macadamias has increased, improving availability, their higher prices continue to limit widespread adoption. At the same time, nuts face growing competition

Pulses saw strong volume growth in South Africa in 2025, driven by rising demand for affordable, flexible protein sources amid ongoing food price pressure. Households increasingly used beans, lentils and other pulses to stretch meals and reduce reliance on meat. Pulses appeal to both budget-conscious and health-focused consumers, supported by their affordability, nutritional value and convenience. Growing interest in plant-forward diets, along with improved branding and product innovation, has f

Vegetables recorded further volume growth in South Africa in 2025, supported by strong home-cooking habits as households aimed to manage budgets while maintaining healthier diets. Fresh vegetables benefited from their affordability, nutritional value and consistent availability, driving frequent use in everyday meals. Retailers such as Woolworths and Checkers helped boost growth in other vegetables by introducing premium ranges, improved packaging and quality cues, encouraging higher-income cons

Volume growth of fish and seafood in 2025 was mainly driven by stronger demand for fish as consumers shifted to more affordable protein options amid rising meat prices. Performance across the market was uneven. While fish was the fastest-growing category, crustaceans declined due to their premium pricing and reduced affordability. Molluscs and cephalopods performed better, supported by their more accessible price points and their suitability for simple, home-cooked meals. Overall, fish and seafo