South Africans are wining and dining earlier, survey finds

A consumer behaviour study has revealed that South Africans are increasingly opting to go out earlier in the evening, aligning with a global trend highlighted in a recent webinar hosted by consumer research company CGA by NIQ.

The webinar, based on insights from a survey of 30,000 respondents, emphasised the changing patterns and preferences of consumers who frequent restaurants and bars.

“An increasing number of consumers, including those in traditionally late-night markets like Spain, are choosing to go out earlier to eat and drink,” said CGA research and insights director Charlie Mitchell. “This trend is also evident in South Africa, where early evening outings are becoming more popular.

“While this poses a challenge for the spirits category, which typically peaks in later hours, it also presents opportunities for suppliers and venues to offer ranges that fit these earlier moments and stand out from the competition.”

Wining and dining still highly appealing

The webinar presentation also underlined consumers’ continuing love for restaurants and bars. More than four of five respondents said they dine out at least quarterly, and nearly two-thirds do so weekly. This is up by one percentage point in the past 12 months, despite some tough headwinds.

“In South Africa, the on-premise remains a vital social hub, catering to every need state, from socialising, relaxing to celebrating,” Mitchell said.

Drinking in moderation

The moderation of alcohol consumption was another notable trend, with more than a third (37%) of respondents saying they’re drinking less, while only 13% reported drinking more. This trend is particularly apparent among younger adults, driven by health and financial considerations, which is evident in SA where there is a growing interest in lower-alcohol and non-alcoholic beverages.

High demand for value

Economic pressures were also cited for creating polarisation among consumers, with well over a third (38%) indicating value is more important to them than it was a year ago.

“In South Africa, value does not necessarily mean cheap but rather something that is worth its cost and delivers on expectations of quality, execution, and overall experience,” said George Argyropoulos CGA’s Europe, Middle East & Africa client solutions and services director. “This highlights the importance of serve and all-round hospitality, helping guests feel they are securing full value.”

A concentrated thirst for quality

Another interesting shift was that while some consumers are focused on value, high spenders continue to demand luxury venues and a choice of super-premium drinks. Still, the proportion of consumers willing to pay extra for a better-quality drink declined to 55% from 63% in 2022, indicating that the high-end market has been squeezed too. But the large majority of consumers say they will continue to choose premium over value options whenever they can.