November 10, 2025 – A variety of global factors influence consumer preferences and purchasing behaviors in the South African food and beverage market. Innova’s “Category Growth Drivers in South Africa” report analyzes 39 different food and beverage categories to underscore the major consumer trends and opportunities in the market.
The Macro Context Remains Challenging for Consumers
South African consumers are influenced by a variety of factors. The environment is the top issue of concern for consumers globally, and as climate change is experienced on a wider scale, its impacts are being felt across a variety of realms including health, food, and the economy. Health and well-being are also increasingly important, as obesity levels and global mental health concerns are placing pressures on healthcare systems. Finally, economic uncertainty, job insecurity, and personal finances are other factors that are challenging consumers in South Africa.
Important Drivers of Consumer Behavior
South African consumers are increasingly prioritizing natural and safe choices that support their overall health and nutrition. Real ingredients, product safety, protein, and organic claims reflect a demand for products that highlight trust, authenticity, and health-consciousness. Taste and flavor are also leading purchase motivations, and cost remains a decisive factor for consumers who favor products that deliver value and quality. An emphasis on freshness will also be important, as it signals minimal processing and wholesomeness that consumers are seeking.
Beverage Trends in South Africa
According to Innova’s consumer trends research, alcohol consumption in South Africa exceeds the global average, with 54% purchasing alcoholic beverages. Taste, cost, and brand also shape purchasing decisions for alcoholic beverages, especially for categories like beer, cider, premixed cocktails, and wine. Nevertheless, taste and the desire to monitor alcohol intake are also driving the growth of non-alcoholic alternatives.
When it comes to soft drink choices, health and product claims are major influences. Across all drink categories, taste, cost, brand, freshness, and health benefits are important factors, and leading purchase drivers include reduced sugar and vitamin fortification, among others. Health benefits are also driving increased consumption levels of juices, juice drinks, smoothies, and hot drinks, with real ingredients and natural claims impacting purchasing decisions.
Everyday Staples
Across breakfast staples in the South African market, health and cost remain important drivers for consumers. Food trends reveal that bread and bread products are considered everyday staples for consumers. Freshness and brand are significant purchasing attributes for this category, alongside environmentally or ethically responsible factors and health benefits. Breakfast cereals are also important morning staples for South African consumers, with purchases exceeding the global average (76% vs 50%). Health-focused claims resonate the most, reflecting the growing interest in products that are both satisfying and nutritious. Dairy demand, which is also above the global average, is influenced by flavor, freshness, and cost. Although shifting budgets and lifestyles have led to less cheese consumption, the demand for milk, flavored milk drinks, and yogurt is on the rise, as dairy is perceived as a healthy choice.
South African consumers increasingly select fish, seafood, meat, and poultry based on freshness, cost, and flavor. Health benefits also motivate 74% of fish and seafood consumers and nearly half of meat and poultry consumers to increase their consumption. High sources of protein, omega-3/6, and product safety are also key factors.
Meal Preparation
According to Innova’s food trends research, evolving taste preferences have driven the growth of table, cooking sauces, and condiments, while environmental concerns drive bouillons, stocks, and seasoning consumption. Food trends in South Africa indicate that 1 in 3 consumers also emphasize the importance of real ingredients across categories. Similar to meal preparation solutions, ready meal purchases are driven by real ingredients and product safety, but taste, flavor, cost, and freshness are also significant purchase drivers.
The Snacks and Treats Category
In the South African food and beverage market, over half of consumers cite taste and cost as main attributes that influence snack and treat purchases. For example, taste and novelty are driving the rising intake of sweet goods, chocolates, desserts, and ice cream. However, budget constraints are also motivating South African consumers to reduce their consumption of cookies, sugar confectionery, and salty snacks. There is also a growing preference for snacks with traditionally made, high protein, and indulgence claims.
Plant-Based and Special Diets
Rising health awareness is also propelling interest in plant-based foods and special diets. 41% of South African consumers prioritize freshness, flavor, and cost in meat substitutes and dairy alternatives. Health and functionality have also accelerated the demand for sports nutrition and functional nutrition products. This is driven by health concerns and an increase in the exercise habits of consumers. As a result, high source of protein is the top claim, followed by others, such as functional ingredients, natural, sugar reduction, and scientifically proven claims.
What’s Next in South African Food & Beverage Consumer Trends?
As South African consumers are prioritizing natural, safe, and healthy choices, brands can expand product lines with clean-label, functional benefit, and minimal processing claims. Additionally, positioning products around transparency can build consumer trust. Due to the significance of flavor across categories, there is also an opportunity to reinvent local favorites with innovative flavor pairings, including seasonal varieties, global flavor influences, or indulgent tastes that introduce novelty. Furthermore, brands can capitalize on packaging that highlights freshness, while simultaneously emphasizing sourcing stories that boost appeal and assure consumers of quality.
This article is based on Innova’s Category Growth Drivers in South Africa report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.