New township consumer report highlights price sensitivity and local preference in brand choices

In a market defined by its unique cultural nuances and economic challenges, the latest findings from the 2025 Township CX Report signal a significant shift in consumer behaviour among South Africa’s township residents.

According to this comprehensive study, which was conducted by Rogerwilco in collaboration with Field and Insights Africa and MoyaApp, price sensitivity dominates as the leading factor in brand loyalty, spotting a transformative trend that marketers cannot afford to ignore.

The report reveals that a striking 68% of township consumers now weigh price above all else when deciding on brands, underscoring the financial pressures that influence everyday shopping choices.

This marked preference for affordability is accompanied by a strong inclination to support local entrepreneurs, with one in three consumers opting for indigenous businesses over national chains.

This data reflects a growing consciousness about community support and economic independence within these vibrant communities.

As digital engagement evolves, the report also points to a noteworthy trend in brand discovery; 54% of surveyed township residents rely on social media as their primary source for finding new products and brands.

This shift towards online platforms highlights the rising importance of digital marketing in an increasingly connected world, particularly for businesses aiming to capture the attention of this influential consumer demographic.

Another compelling insight from the report is the collaborative nature of purchasing decisions in township households.

An overwhelming 72% of respondents reported engaging in collective buying, a testament to the community-oriented culture that shapes shopping practices within these areas.

To unpack these vital insights, marketers, advertisers, and brand owners are invited to participate in an exclusive online launch of the 2025 Township CX Report, scheduled for 1 October at 10H00.

This no-cost webinar will feature industry experts such as Mongezi Mtati, Senior Brand Strategist of Rogerwilco, Donald Mokgale, Managing Director of MoyaApp, and Annelene Dippenaar, Chief Business Officer of Shop2Shop.

They will provide an in-depth analysis of the findings and discuss strategies for brands to effectively connect with township consumers in an era marked by price sensitivity and digital interactivity.

Understanding these trends is crucial for brands seeking to navigate the evolving landscape of consumer preferences in South Africa.

The report underscores the necessity for businesses to adapt their marketing strategies to resonate with the unique attributes of township residents, tapping into the collective spirit while offering products at competitive prices.

BUSINESS REPORT