South African shoppers are balancing careful planning with the need to find value, quality and products that align with their preferences. For retailers and FMCG brands, understanding what happens inside the store is just as important as knowing what shoppers intend to buy.
South African shoppers are more organised than their supermarket baskets might suggest.
According to YouGov Profiles+ data accessed through consumer insights agency KLA:
- 70% of South African adults say they always shop with a grocery list.
- 62% of those list users say they buy items they had not intended to purchase on every supermarket trip.
- By comparison, 56% of adults overall make unplanned purchases on every trip.
The findings suggest that having a shopping list does not necessarily mean sticking to it. For retailers and FMCG brands, this highlights the importance of the in-store decision, where promotions, product placement and perceived value can influence what shoppers ultimately buy.
Impulse buying is not just about price
Shoppers who make impulse purchases are particularly conscious of price, but quality also plays a role in their decisions.
According to the data:
- 45% strongly agree that they usually look for the lowest prices when shopping, compared with 38% nationally.
- 58% strongly agree that they do not mind paying extra for good-quality products, against a national average of 51%.
This creates an opportunity for brands to communicate value beyond discounts alone. While competitive pricing can attract attention, quality may help justify a higher price and influence the final purchase.
List users still look for deals and quality
Shoppers who plan their grocery trips also demonstrate a mix of price-consciousness and quality-seeking behaviour.
The data shows that:
- 80% usually look for the lowest prices.
- 87% always make sure they use sales, coupons and deals.
- 88% say they do not mind paying extra for good-quality products.
- 91% prefer sustainable brands.
These findings suggest that planned shoppers are not necessarily focused on the cheapest option alone. They may look for ways to save while also considering product quality and sustainability.
For retailers and FMCG brands, the challenge is to respond to these overlapping priorities. Promotions can help shoppers manage their budgets, while clear communication around quality and sustainability can help products stand out.
Turning shopper insights into action
The figures point to a grocery environment in which purchase decisions are shaped by several factors, even among consumers who plan ahead.
For retailers, understanding the gap between intended and actual purchases can help inform promotional strategies and the in-store shopping experience. For FMCG brands, it reinforces the need to communicate a product’s value at the point where shoppers make their final decisions.
A grocery list may guide the trip, but it does not always determine what ends up in the basket.
