Purchasing power of SA’s female consumers to increase
Of South Africa’s 18m female consumers, 71% is responsible for grocery shopping, while 60% is the primary purchaser within SA households. It’s clear that this influence will only grow, with 21m female consumers expected in the local market by 2025 and their labour force participation numbers set to increase from the current 9.5m to 11m, also by 2025.
This increase will see a greater number of working women encounter even more time pressures, especially since their average work week, of 42 hours, already outpaces the average 37 hours in Europe.
“Women hold the power when it comes to purchase decisions and their choices change as they go through different life stages,” Esti Prinsloo, Nielsen BASES director, told delegates at the 2018 Power of Mom Conference. “It’s therefore important to understand these changes, to produce products that appeal to women throughout their lives.”
Nielsen data shows that currently 80% of women buy most from supermarkets, the average expenditure per trip is R220 and there is an average of five stores in their repertoire. In terms of how frequently they shop, women are in store at least once a week, consisting of a bulk shop once a month and top up shops three times a month.
The most-common items purchased in their monthly bulk shop include: skincare 61% (body lotion, moisturisers, body wash, etc), sanitary protection (59%), and shampoo and hair conditioner (58%). When asked what they purchased on their last visit to the shops, 68% of women said fresh meat or poultry, 68% dairy products (milk, cheese, yoghurt, butter), 64% bread/freshly baked goods and 61% laundry detergents and household cleaners.
Nielsen data has found that women are looking for conveniently located stores to ease their daily stress and pressures they face and, once they’re there, they want “a place where it is simple and convenient to find what [they] need”, has easy to navigate aisles and good lighting, is well-stocked, displays clearly marked price points and promotions, and features efficient checkout counters.
When it comes to shopping habits and preferences, a substantial 90% feels customer service is important, 84% plans but buy additional items, 71% is price-conscious and 37% actively looks for promotions.
Sources: Nielsen CPS data 2018; Nielsen RMS Data 2018 ; Nielsen Homescan Survey 2018 & Nielsen RMS data 2017; Nielsen parenting and baby care Data 2017 & Nielsen Shopper Trends 2018; United Nations | World Urbanization Prospects | Percentage of Population in Urban Areas by Region southafricanmi.com/blog-1mar2017.html; statssa.gov.za/?p=10524
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