Is the ‘township market' getting healthier?

This series looks at the trends that shape the dynamic township market and the perceptions of our client's brands within the market. The first series was completed in March 2007 and the second in October 2007.

Whilst there is common tendency to overstate one's health consciousness in all markets, the research indicates that many people in the township appear to be taking their health more seriously and actually ‘walking the talk'. Some felt that they were more informed than their parent's generation on health and that this empowered them to make better health decisions.

In addition, many feel that they are better off financially than their parents were, and this does enables some of them to “buy better” for their families. On the other hand, quite a few admit that while they now feel more informed as to which are the better brands to buy, tight budgets sometimes limit the extent to which they can buy the healthier options for their families.

The next syndicated township series kicks off in May and promises to provide clients with further insights into the trends and tipping points emerging in township markets as well as providing a visual montage of their homes and lifestyle priorities. The study also explores which media formats and communication tones do or don't appeal to these consumers. Subscriber clients are able to explore their own specific brands and receive proprietary insights within the given market segment.

OmniVision capture authentic consumer dialogue on camera and the majority of the discussions are conducted in people's homes in the townships. A number of interviews are also conducted on the move in the township malls and at the spazas.

To find out more about the next Township Trends series, contact Jacqui Stammers on 021 701 2679 or email, or visit www.omnivisionsa.co.za.