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New township consumer report highlights price sensitivity and local preference in brand choices
The Star
|October 02, 2025
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 Roger-wilco 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 story is from the October 02, 2025 edition of The Star.
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