Ever wondered what South Africans are buying the most right now? Wonder no more.
According to Jandre de Beer, founder and CEO of the V8 Group, one of South Africa’s leading direct-to-consumer marketing agencies, the country’s spending habits reveal a lot about how people are adapting to rising costs, load-shedding, and lifestyle demands.
De Beer has identified five of the most in-demand products currently flying off shelves and online carts across South Africa – and while some are practical, others are pure indulgence.
5. Solar panels and inverters
With electricity price hikes and ongoing load shedding threats, more South Africans are investing in solar solutions to reduce their dependence on the grid.
“People are willing to spend up to R250 000 to try and get off the grid,” says De Beer.
The renewable energy industry has seen a massive boom in 2025, as households and small businesses seek more sustainable, reliable power alternatives.
4. Secondhand electronics
South Africa’s secondhand tech market is thriving, valued at around R5 billion.
Not everyone can afford new smartphones or laptops, and the refurbished market is filling that gap.
“Buy broken phones, fix them, flip them for profit,” advises De Beer – a model that’s becoming increasingly popular among young entrepreneurs and small repair businesses.
3. Airtime and data
It’s no secret that South Africans love to stay connected – and it shows in their spending.
De Beer notes that the country’s residents spend over R150 billion on airtime annually. Even small convenience stores are making up to R20 000 a month from airtime and data sales.
This constant demand highlights how mobile connectivity remains a necessity in everyday life – from work and education to entertainment and communication.
2. Groceries and household essentials
Despite the economic pressures, everyday essentials like bread, milk, eggs, and other basic groceries remain the backbone of consumer spending.
These purchases may not make headlines, but they represent the most consistent and crucial spending category for South African households.
1. Alcohol
And the most-purchased product in South Africa? Alcohol.
De Beer says South Africa ranks as the 10th biggest consumer of alcohol in the world, spending a staggering R200 billion a year on beer, wine, and spirits.
During the festive week between 25 December 2024 and 1 January 2025, South Africans reportedly spent R7.7 billion on alcohol alone – underscoring the industry’s immense economic footprint.
A snapshot of South African consumer behaviour
From energy independence to affordable tech and social indulgence, the top five products reflect how South Africans are navigating economic uncertainty with practicality, innovation, and a bit of celebration.
