South African consumers are becoming more deliberate about how they spend, with price comparisons, shopping plans and a focus on buying only what they need shaping purchasing decisions.
NIQ’s Consumer Outlook: Guide to 2026 found that 56% of South Africans plan ahead before shopping, 53% compare prices before buying and almost two-thirds try to purchase only what they know they will use.
For retailers, this creates pressure to demonstrate why a product is worth its price, particularly when competing on quality, durability and performance rather than cost alone.
For Cape Union Mart, the distinction is especially relevant to products designed for repeated use in demanding conditions. A jacket that lasts several seasons, for example, may offer better long-term value than a cheaper alternative that needs replacing sooner.
This is the thinking behind cost-per-wear, where consumers assess a purchase based on how often they use it and how long it lasts.
While price remains an important consideration, value depends on what customers get from a product throughout its lifespan. Consumers are increasingly weighing the initial cost against durability, reliability and performance.
NIQ’s research found that 74% of respondents regard brand trust as playing a large part in purchasing decisions. Product quality and consistency were identified as the biggest factors behind that trust.
For retailers, the implication is clear: a higher price needs to be supported by tangible benefits that customers can recognise.
In outdoor retail, reliability can be particularly important because products are expected to perform in challenging conditions.
Cape Union Mart Group’s K-Way brand develops products using technical fabrics and materials selected for performance. Product development, testing and quality assurance help ensure garments can withstand repeated use.
When shoppers compare products online or in-store, investments in technical development, testing, materials and local manufacturing may not be immediately visible. Retailers need to communicate the practical benefits of these choices and show how they translate into reliable performance over time.
For customers buying technical outdoor gear, product failure can have consequences beyond the cost of replacement. Reliability is therefore a key part of the value proposition, particularly when products are used in demanding environments.
The Bureau of Market Research expects formal retail trade sales to reach approximately R1,639tr in 2026, despite constrained income growth and continued pressure on households.
For retailers, the opportunity remains significant, but winning sales increasingly depends on giving consumers clear reasons to choose one product over another.
Brand heritage and marketing alone may not be enough to justify a premium. Retailers must demonstrate where value lies, whether through innovation, local manufacturing, technical performance, quality or a combination of these factors.
This does not mean persuading customers to buy the most expensive option. Instead, retailers need to help consumers identify products that meet their needs and deliver on their promises.
In a more cautious spending environment, brands that can clearly demonstrate value have a stronger case for earning both the initial sale and the customer’s return.
