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.

- ASHLEY LECHMAN

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.