South African households are spending less on takeaways, eating out, entertainment subscriptions and even healthcare as the cost of living stays high, new research shows.
The findings come from market research firm NielsenIQ (NIQ) and credit bureau TransUnion. They were first reported by BusinessTech and later by Cape Town ETC.
According to NIQ, 45% of consumers are cutting their spending on food delivery and takeaways. Another 43% are spending less on eating at restaurants.
Going out is also taking a knock. NIQ found that 43% of people are cutting back on movies, concerts and other social outings.
NIQ’s South Africa Consumer Outlook: Guide to 2026 found that 37% of people surveyed felt worse off with money than a year before. In the previous survey, that figure was 33%.
The share of people who said they were better off fell from 42% to 38%. Still, 64% said they expected their household finances to improve by the start of 2026.
Of those who felt worse off, 70% blamed the cost of living. A slower economy was named by 41%, and 38% pointed to fears about losing their jobs.
Zak Haeri, managing director of NIQ South Africa, said shoppers were still careful with money. He said this was the case even though inflation had eased and the economy showed signs of improving.
The grocery trolley is changing too. NIQ found that 43% of shoppers are leaving ready-to-eat meals out of their baskets. About 42% are buying fewer snacks, sweets and other extra treats.
TransUnion’s Q2 2026 Consumer Pulse Study found that 28% of South Africans had cancelled subscriptions or memberships. Another 24% had cut spending on digital services such as TV, internet and cellphone plans.
The study also pointed to what it called subscription cycling. This is when people switch a service on and off, depending on what there is to watch.
Healthcare is also feeling the pressure. TransUnion found that 33% of South Africans planned to spend less on medical care and services.
According to the report, some families are moving to a cheaper medical aid plan instead of cancelling it. Others are putting off elective operations, visits to specialists and other care that is not urgent.
Lané Klopper, who leads consumer panel services at NIQ South Africa, said shoppers were more willing to switch brands and stores to save money. She said they were also reacting more to price hikes and specials.
Klopper said some brands were on special for as many as 40 weeks of the year. She said this was weakening the old habit of sticking to one brand.
She said spaza shops and small independent stores could gain because they are close to where people live. Shopping nearby can save households money on transport to bigger shopping centres, she said.
Source: this article is based on reporting by Cape Town ETC. Image: Cape Town ETC. Written with the help of AI and published by the Tzaneen Voice Business desk. See our Editorial Standards.
Anelisa Nkuna covers business and money news for Tzaneen Voice. Anelisa reports on the rand, fuel prices, interest rates, jobs, Eskom, Transnet, farming and company results. The aim is simple: explain what the numbers mean for household budgets, small businesses and workers in South Africa.