南非超市usave用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

stores:

Usave

shoppersin

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofUsave

shoppers

inSouthAfrica:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Usaveshoppers

inSouthAfrica

(’’brandusers’’)

againstSouthAfricangrocery

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsUsave

is

the

tenth

most

used

grocery

store

in

South

Africa

with

Pick

n

Pay

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

grocery

stores

inSouth

AfricaPicknPayCheckers79%75%SPAR67%66%ShopriteFood

Lover’s

MarketWoolworthsMakro55%47%29%28%28%Boxer

SuperstoresGameUsave22%4Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=1,018

grocery

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:Usave

shoppers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsUsave

ismore

popularamongAhappy

relationship

isless

important

to

Itstands

out

that52%

ofUsaveUsave

shoppers

access

theinternet

viaasmart

speaker

more

often

thantheaverage

grocery

store

shopper.Generation

Zthanother

grocery

stores.

Usave

shoppers

than

to

other

grocerystore

shoppers.shoppers

saythatfood

mustbeconvenient

andfast.53%

ofUsave

shoppers

are

male.Family

andparentingarerelativelyprevalent

interests

of

Usaveshoppers.26%

ofUsave

shoppers

are

innovatorsor

early

adopters

ofnew

products.Onsocial

media,

Usave

shoppersinteract

with

companies

more

oftenthan

other

grocery

store

shoppers.Usave

hasasmaller

share

ofshopperswith

ahigh

income

than

other

grocerystores.Usave

shoppers

aremore

likely

to

haveArelatively

highshare

ofUsavecooking

or

bakingasahobbythanother

shoppers

think

thathousingisanissuegrocery

store

shoppers.

thatneeds

to

beaddressed.Usave

shoppers

remember

seeing

adsinvideo

gamesmore

often

thanothergrocery

store

shoppers.Usave

shoppers

aremore

likely

to

liveinrural

areas

and

towns

than

grocerystore

shoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Usave

is

more

popular

among

Generation

Z

than

other

grocery

storesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users44%42%14%0%Category

usersAllrespondents37%36%43%43%18%18%3%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=227

Usaveshoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

202353%

of

Usave

shoppers

are

maleDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users53%54%54%47%46%46%Category

usersAllrespondentsMaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=227

Usaveshoppers,

n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023The

education

level

of

Usave

shoppers

andgrocery

store

shoppers

is

similarDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa37%35%35%34%35%32%23%22%20%4%

5%5%2%2%

2%1%

1%1%0%0%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=227

Usaveshoppers,

n=1,018

grocerystoreshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Usave

has

a

smaller

share

of

shoppers

with

a

high

income

than

other

grocerystoresDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users29%37%35%33%33%Category

usersAllrespondents33%35%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodandproducts

foreverydayuse?";Multi

Pick;Base:n=227

Usaveshoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Usave

shoppers

are

relatively

likelyto

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive37%30%

30%20%20%17%16%

16%13%11%11%11%11%10%9%8%7%6%

6%5%5%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=227

Usaveshoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

are

more

likely

to

live

in

rural

areas

and

towns

than

grocerystore

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa38%36%34%23%21%20%16%15%

15%13%12%11%9%8%8%7%7%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

stores

do

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=227

Usaveshoppers,

n=1,018

grocery

storeshoppers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

20237%

of

Usave

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users7%7%8%81%82%81%11%11%11%Category

usersAllrespondentsYesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=227

Usaveshoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Usave

shoppers

than

to

other

grocerystore

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa62%64%61%46%47%48%42%37%40%37%41%41%29%28%32%29%29%27%23%21%23%15%15%13%9%

9%

9%Traditions7%

8%

8%Social

justiceTobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsHavingagood

timeBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=227

Usaveshoppers,

n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Usave

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofUsave

shoppersinSouth

Africa63%54%59%50%57%56%55%48%53%54%52%51%51%50%49%50%42%49%48%40%45%44%43%43%43%41%38%37%36%

37%Career

&educationMovies,TVshows&musicHealth

&fitnessFood

&diningFinance&economyTravelFashion&beautyFamily

&parentingScience

&technologySportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=227

Usave

shoppers,

n=1,018

grocery

storeshoppers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

are

more

likely

to

have

cooking

or

baking

as

a

hobby

than

othergrocery

store

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofUsave

shoppersinSouth

Africa57%56%49%48%48%46%46%37%41%34%36%38%38%

37%38%37%36%35%35%34%27%32%31%30%29%29%27%

27%23%22%Cooking/bakingReadingTech

/computersSocializingOutdooractivitiesTravelingVideo

gamingGardeningandplantsWritingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=227

Usaveshoppers,

n=1,018

grocery

store

shoppers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

are

more

likely

to

play

soccer

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofUsave

shoppersinSouth

Africa21%21%18%18%18%17%16%15%14%

14%14%14%14%11%12%12%11%11%11%10%9%9%8%8%8%7%7%6%6%5%Fitness,aerobics,cardioSoccerDancingRunning/JoggingHikingSwimming/DivingYoga

/PilatesCricketCyclingBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=107

Usaveshoppers,

n=928

grocerystoreshoppers,

n=5,826

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

are

more

likely

to

follow

basketball

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byUsave

shoppersinSouth

Africa34%32%31%17%19%

21%18%20%19%15%14%14%11%11%13%11%11%11%10%10%9%9%9%9%9%8%7%

6%6%5%SoccerCricketRugbyBasketballTennisBoxingSwimming/divingMotorsportsAthletics(track&

field)AmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=97

Usaveshoppers,

n=809grocery

storeshoppers,

n=5,054

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

52%

of

Usave

shoppers

say

that

food

must

be

convenient

andfastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninSouth

Africa71%70%

70%52%43%

43%36%

36%

36%30%27%

27%23%

23%19%Iactively

trytoeathealthyFood

mustbeconvenient

andfastIavoid

artificialflavorsandpreservativesItrytoeat

lessmeatItrytoavoidplasticpackagingwhen

buying

foodBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=227

Usaveshoppers,

n=1,018

grocery

store

shoppers,n=2,034

all

respondentsConsumer

Insights

Global

as

of

August

202326%

of

Usave

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa43%42%41%19%

19%

20%19%18%18%17%16%15%7%2%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

storesdo

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=227

Usaveshoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Usave

shoppers

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoUsave

shoppers87%90%79%86%82%72%78%77%66%66%72%68%59%62%60%66%53%62%51%60%57%47%55%54%44%53%52%49%47%45%UnemploymentCrimePovertyRising

prices/inflation/cost

of

livingEducationEconomicsituationFood

andwater

security

social

securityHealth

andHousingGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=227

Usaveshoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

tend

to

have

more

left

leaning

political

views

than

other

grocerystore

shoppersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users35%28%25%12%Category

usersAllrespondents29%31%30%23%23%17%29%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=227

Usaveshoppers,

n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsUsave

shoppers

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

grocery

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet96%95%

95%80%77%

77%52%50%48%44%

44%43%40%39%36%30%26%25%21%20%20%20%19%19%19%13%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

console

Streaming

device

Smart

speakersAllrespondentsSmartwatchCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

you

regularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=227

Usaveshoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Usave

shoppers

interact

with

companies

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype67%73%63%63%69%67%67%58%58%64%62%61%51%56%55%

48%46%45%52%43%52%51%50%48%46%46%45%26%31%27%6%

6%5%1%

2%

1%Liked

postsbyotherusersFollowedpeopleCommented

Sentprivateon

posts

messagesPostedpictures/videosPosted

texts/statusLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

storesdo

you

regularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=227

Usaveshoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

tend

to

read

magazines

more

often

than

grocery

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks80%79%78%77%

76%

77%73%65%

65%59%

60%59%57%53%49%44%

40%41%32%39%37%26%35%

29%34%29%27%24%

17%17%

17%18%

20%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersMovies

/cinemacontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

stores

do

youregularly

buy

food

and

products

foreverydayuse?";Multi

Pick;Base:n=227

Usaveshoppers,

n=1,017

grocery

storeshoppers,

n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

remember

seeing

ads

in

video

games

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereUsave

shoppersinSouth

Africahave

come

across

digital

advertisinginthe

past4weeks59%59%54%60%59%55%43%43%40%43%44%43%37%38%37%37%35%34%24%26%30%

31%26%30%29%28%26%21%22%20%Social

mediaVideo

portalsOnlinestores

Search

enginesWebsitesandappsof

brandsVideo

gamesOtherappsMusicportals

Video

streamingservicesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:n=227

Usaveshoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Usave

shoppers

remember

ads

they

saw

on

TV

more

often

than

other

grocerystore

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks50%46%45%

45%44%44%44%43%43%38%42%37%32%27%30%22%

21%28%26%26%25%11%9%8%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=227

Usaveshopp