SA consumers cut discretionary spending

A correspondingly high percentage of South Africans surveyed said that they expect to save more over the next six months, with 47% saying that they were planning to save more and only 29% saying that that they were planning to save less compared to what they did in the last six months.

Released twice yearly, the MasterCard Worldwide Survey on Consumer Purchasing Priorities provides valuable insights into consumers' expected saving and discretionary spending patterns over the next six months.

This latest survey was conducted between 23 March and 18 April 2009, and involved 9211 consumers from 21* markets throughout the Asia/Pacific, Middle East, and Africa region. The Survey and its accompanying reports do not represent MasterCard financial performance.

When asked how they expected their discretionary spending over the next six months to compare with their spending over the previous six months, 43% of the South Africans who participated in the survey said that they were planning to spend less, and 37% said that they were planning to spend about the same amount. Just 20% said that they were planning to increase their spending.

Value becomes key driver

However, this is not to say that South Africans are not spending at all. When the participants were asked what they would spend money on in the coming six months, the top three most frequently stated items were fashion and accessories, dining and entertainment, and buying or upgrading/renovating home or property.

"It seems that the 4.5 basis points interest rate cut since December has started to give South Africans extra purchasing power with their discretionary spending expected to be directed towards items such as clothing, movies, and home improvements," says Anton van der Merwe, vice president, Commerce Development, MasterCard Africa.

"During times like these, consumers tend to buy downwards in terms of product and price selection and they often trade off products within their available spend basket. Value becomes a key driver for purchase decisions which are often prioritised according to needs, and in some cases "feel good" sentiments," says Rodger George, Consumer Business Industry Leader for Deloitte South Africa.

George believes that it is critical for merchants to understand where their products fit into the "spend basket" of their consumer base and understand how they are likely to act in recessions toward their products. Providing useful, rather than superfluous products, and value for money, rather than mere price appeal will also help to retain margins and attract spend.

Almost all of the other markets surveyed, likewise, anticipate spending on fashion and accessories and dining and entertainment, but the South Africans were nearly alone in their plans to spend on buying or upgrading/renovating home or property. Only in Saudi Arabia were there a larger percentage of consumers planning to spend more on this item.

Property a logical choice

"Many South Africans consider investing in property a reliable form of long-term investing, and since we're currently in a buyer's market, South Africans who can afford to will be looking to invest in property at this time. Property in South Africa has also consistently appreciated over the years, so it's understandable then that South African's consider investing in or renovating their homes a priority," explains George.

Concern over the economy appears to be fuelling plans for increased saving. The 71% of South Africans who are expected to save either more or as much as they had in the previous six months were also asked what their main reason for doing so was. Three out of four South Africans said it was because they perceived the economic outlook to be very uncertain and felt a need to be prepared for unforeseen emergency expenditures.

This behaviour is mirrored throughout the rest of the region where results of the survey revealed that consumers also expected to curb their spending and save more over the next six months.

"In South Africa, as well as throughout the Asia/Pacific, Middle East and Africa region, it was found that the money that is to be set aside over the next six months is expected to be put towards various long-term assets - including various investments, buying or upgrading/renovating home or property, and retirement," says van der Merwe.

In 20 of the 21 markets surveyed, there were significantly more consumers saying that they plan to spend less and, in addition to South Africa, there were 11 other markets in which the number of consumers expecting to save more was significantly greater than the number of consumers expecting to save less.

Charities take a knock

The survey also provides information on consumers' charitable giving habits. South Africans seem poised to cut back on their charitable donations. When asked if they plan to make a charitable donation in the next six months, 55% said no. Most of the South Africans who do intend to make a charitable donation expect to donate between 1% and 2% of their next year's annual income.

The South African survey was conducted amidst news of slowing job growth, a precipitous decline in South African manufacturing, and on the heels of an announcement on the 7 April by Reserve Bank governor Tito Mboweni that the economy had lapsed into its first technical recession in 17 years. "It is not surprising that South Africans have opted to save more and spend less over the coming months," commented George.

"The effects of these sentiments will flow through to retailers and merchants who will continue to experience lower sales levels than in recent years. However, some retailers may still do very well if they can manage to respond to consumer needs and sentiments by clearly understanding recessionary type buying behaviours being displayed by consumers during this period," he concluded.

Market highlights include:

Middle East and Africa

Consumer Purchasing Priorities for the Second Half of 2009

• A majority of consumers in Kuwait (69%), Saudi Arabia (67%) and Lebanon (61%) plan to maintain their discretionary spending for the next six months at the same level as it was six months ago. Consumers in the UAE (53%), Egypt (51%) and South Africa (43%) are looking to reduce their discretionary spending in the coming six months.
• Qatar has the highest percentage of consumers planning to increase their discretionary spending in the next six months (21%), followed by South Africa (20%).

• Spend on Dining and Entertainment (67%) ranks top as a priority for consumers in the Middle East and Africa for the next six months. It is the top category of discretionary spending for consumers in Saudi Arabia (88%), Kuwait (86%), Egypt (73%), Lebanon (71%), the UAE (57%) and South Africa (48%). For consumers in Qatar, it is the second most popular category of spend (51%).
  
• More consumers in the Middle East and Africa are prioritizing Fashion and Accessories for discretionary spend in the coming six months (49%) compared to six months ago (39%). It is among the top three categories for consumers in Egypt (58%), Qatar (53%), South Africa (48%), Lebanon (42%) and the UAE (40%).
  
• Purchase of Consumer Electronics (42%) is among the top three discretionary spend categories for consumers in Egypt (56%), Kuwait (51%) and Qatar (24%).

Asia/Pacific

Consumer Purchasing Priorities for the Second Half of 2009

• The majority of consumers in China (70%), Japan (63%), Indonesia (59%), India and Hong Kong (58% each) plan to maintain their discretionary spending for the next six months at the same level as they did six months ago.
  
• In Taiwan (62%), the Philippines (54%), Malaysia (49%), New Zealand and Thailand (46% each), the majority of consumers are looking to reduce their discretionary spending in the next six months.
  
• Spend on Dining and Entertainment ranks top priority for consumers in Asia/Pacific (71%), in the coming six months. It took top spot in 12 of the 14 markets surveyed in Asia/Pacific: Thailand (100%), Indonesia (89%), Hong Kong (85%), China (83%), New Zealand (79%), Vietnam (78%), Malaysia (76%), Taiwan (73%), Australia (70%), India (67%), Japan (48%) and Singapore (43%). Compared to six months ago, more consumers in Asia/Pacific are prioritizing Dining and Entertainment for discretionary spend in the coming six months (71% currently vs. 59% six months ago).
  
• More consumers plan to spend on Fashion and Accessories (50%) compared to six months ago (46%) It was among the top three spending priorities for consumers in Indonesia (73%), China (63%), the Philippines (61%), Vietnam (60%), Australia (58%), New Zealand and Thailand (55% each), Hong Kong and India (48% each), Taiwan (41%), Singapore (40%), Malaysia (38%) and South Korea (35%).
  
• More consumers also plan to spend on Fitness and Wellness (37%), compared to six months ago (34%), with consumers in India (66%) leading the pack. This category is among the top three spending priorities for consumers in New Zealand (53%), Australia (47%) and Malaysia (37%).
  
• While personal travel was among the top three categories of discretionary spend for consumers in 10 of the 14 markets in the last survey, only consumers in Hong Kong (42%) and Singapore (30%) now consider it among their top three discretionary spending priorities for the six months ahead.

  *Included in the survey were Australia, China, Egypt, Hong Kong, India, Indonesia, Japan, Kuwait, Lebanon, Malaysia, New Zealand, the Philippines, Qatar, Saudi Arabia, South Korea, South Africa, Singapore, Taiwan, Thailand, the United Arab Emirates and Vietnam.