Coffee consumption defies inflation in South Africa

AS DAWN breaks over South Africa, the aroma of freshly brewed coffee fills countless homes, a staple for nearly half of the nation’s adult population despite ongoing inflationary pressures.

- ASHLEY LECHMAN

AMIDST rising living costs, South Africans are brewing resilience in their morning rituals. Explore the profound trends defining coffee consumption in the country and why this beloved beverage remains a fixture in daily life. SUPPLIED

(SUPPLIED)

A year after scrutinising the coffee landscape, it’s time to delve back into how coffee enthusiasts across demographics react to the lingering price hikes, notably as inflation fluctuates.

According to new insights from Eighty20, the leading consumer strategy firm in South Africa, coffee preferences have surfaced as both resilient and evolving. Although coffee prices have continued to rise sharply, the latest statistics revealing a staggering 22.3% surge in instant coffee prices year-on-year in August 2024, consumption figures remain robust.

This increase placed instant coffee alongside eggs as one of the few items in South Africa's grocery basket experiencing inflation above 20%.

Despite the economic pressures, data from the Market Research Foundation (MRF) indicates that an impressive 22.7 million South Africans, almost half of all adults, indulge in some form of coffee daily.