The loyalty market spans retailers, banks, insurers and other consumer brands.
South Africans are increasingly shopping around for promotions as pressure on household budgets makes consumers more sensitive to prices and special offers.
A growing proportion of fast-moving consumer goods (FMCG) sales are now taking place on promotion, according to NielsenIQ (NIQ), which said consumers have become more responsive to both price increases and promotional offers than they were a year ago.
The shift comes even as consumers continue to spend. South Africans spent R347.7 billion on FMCG products in the first half of 2026, with sales values increasing 5.5% and the number of units sold rising 7.7% compared with the same period last year.
But shoppers are becoming increasingly selective about where that money goes. “The theme of the first half of the year was a consumer who continued to become more cautious and cost-conscious,” said Zak Haeri, MD for NIQ South Africa.
