41% of South Africans say they are worse off
NielsenIQ (NIQ) research finds 41% of South Africans say they are worse off than a year ago, up from 37% the year before. Rising living costs push many people to seek extra income or take on more debt.
The findings come from the NIQ Consumer Outlook 2027 survey of more than 21,000 respondents in 31 countries. In South Africa, 38% of people said they are better off. Among financially challenged respondents, about 79% named the cost of living as a major factor.
Nearly three-quarters of consumers under financial pressure are likely to seek extra income streams. A quarter are likely to increase their debt. Of all consumers, 34% worry about further food price increases, 23% about higher utility bills and 22% about fuel and transport costs.
Shoppers are trading down to discount retailers and are more selective. Value products make up 14.9% of sales value, mainstream products 52.6% and premium products 32.6%. For 39% of shoppers, affordability matters most in judging whether a product is worth its price, while 26% put quality and performance first. When people decide to spend more, 64% prefer a clearly premium product.
Zak Haeri, the NIQ South Africa managing director, said the country is an extreme case of a global trend. He said the mainstream market is hollowing out while value and premium products gain share. He added that buying only by exception is becoming normal, as consumers want stronger reasons for each purchase.
Key facts
- Who
- NielsenIQ (market research group that conducted the research); Zak Haeri (NIQ South Africa MD)
- What
- New NIQ research based on its Consumer Outlook 2027 survey reports that nearly three-quarters of financially pressured consumers are likely to seek additional income streams, and a quarter are likely to increase debt, as food, fuel and electricity costs rise. Consumers are also trading down to discount retailers and becoming more selective about purchases.
- When
- 5 November 2026
- Where
- South Africa
- Status
- Reported