Pick n Pay Smart Shopper Unwrapped reveals South Africa's shopping habits in 2025

In an insightful unveiling of consumer behaviour, Pick n Pay has released its annual Smart Shopper Unwrapped report, elucidating how South Africans shopped in 2025 through the lens of 11 million Smart Shoppers.

The data, encompassing billions of shopping points, illustrates a nation that approaches shopping with a distinctive rhythm and purpose.

As households grapple with rising costs, the loyalty programme offered by Pick n Pay has emerged as a vital financial lifeline, accumulating a staggering R7 billion in savings for customers since January 2025.

Vince Viviers, Executive of Innovation and Digital at Pick n Pay, said, “No surprise then that nearly two million customers registered as Smart Shopper during the same period.”

At the forefront of this retail trend is Johannesburg, which proudly claims the title of leading Smart Shopper savings, as residents have collectively saved over R1 billion at Pick n Pay.

Cape Town, while trailing in overall savings, boasts the honour of having the highest average Rand savings per Smart Shopper, underscoring regional shopping habits that vary across the nation.

Fridays have morphed into shopping day rituals for South Africans, solidifying the weekly shop as a national routine.

Remarkably, the Pick n Pay store in Tembisa has recorded the highest number of Smart Shopper swipes across the country, with Pick n Pay Promenade in Cape Town and Pick n Pay Hyper North in Durban not far behind.

The convenience factor has been exponentially amplified by the integration of Pick n Pay's asap! service within the Smart Shopper app. The platform experienced a phenomenal surge with 1.7 million new installs and a noteworthy 44% year-on-year increase in on-demand sales in the first half of the fiscal year.

Illustrating its everyday utility, the app has maintained an impressive 97% availability on ordered items, successfully attracting a loyal customer base.

One Capetonian power user stands out with an astonishing 327 orders placed since January, while top customers from Johannesburg and Durban follow closely with 246 and 228 repeat orders respectively.

Madley said, “These power users show just how integrated Pick n Pay asap! has become in South Africans' everyday lives, from quick top-ups to full weekly shops.”

The report also highlights three key shopping missions that dominate the landscape of South African grocery needs:

• Fresh Healthy Full Shop: A comprehensive shopping trip featuring a variety of fresh, healthy options.
• Pantry Filling & Cleaning: A rounded shop aimed at restocking essential edible pantry items and cleaning supplies.
• Sweets, Snacks and Groceries: A moderate-sized food shop that balances pantry items with fresh options and indulgent snacks.

Diving deeper into regional preferences, Cape Town’s Smart Shoppers show a penchant for health-forward products such as free-range meats, rice cakes, and avocados, alongside local delights like biltong and chutney.

Meanwhile, Johannesburg shoppers gravitate towards maize meal, beef, and chicken, reflecting the heart of South African cooking, with luxurious weekend indulgences in premium beer and wines.

Interestingly, Gauteng’s enthusiasm for watermelon has crowned it as the watermelon capital of the nation, even as energy drinks gain less traction here compared to their coastal counterparts.

In contrast, Durban celebrates a vibrant culinary scene as its shopping baskets brim with samoosas, fresh chillies, and curry leaves, indicative of its rich cultural tapestry.

The warm beach lifestyle is echoed through staple purchases of hot chips and seasonal treats like Easter eggs and hot cross buns, while the local spirit is captured through significant sales of Irish whisky and spirit coolers.

“Smart Shopper continues to anchor South Africans’ weekly shopping lives as a programme that helps customers save,” Viviers added, promising ongoing innovations aimed at enhancing customer savings.

With insights gleaned from 2025's shopping behaviour, one thing remains clear: Pick n Pay's Smart Shopper initiative is more than just a loyalty programme, it's a vital companion in the South African weekly routine.

BUSINESS REPORT