More South African consumers are turning to private label brands—and it’s not just about price. New research by NIQ shows sales of store-branded products have topped R98 billion annually, and it’s consumers who are driving this dramatic shift.

Speaking on HOT Business with Jeremy Maggs and MoneyWeb, NIQ Market Insights Lead Kelly Mac Innes said that South Africans are not only embracing private labels for affordability, but increasingly for quality, variety, and even prestige. Once seen as budget-friendly compromises, store brands are now viewed as credible—and sometimes superior—alternatives to traditional name brands.

This transformation is especially clear among younger consumers. Millennials and Gen Z shoppers, often juggling financial pressures, are looking for affordable indulgence. As they spend more time at home, they’re gravitating toward premium-tier private labels to “treat themselves,” seeing these products as smart lifestyle choices that offer both value and a sense of status.

South Africans also remain highly price-conscious, with loyalty programs playing a major role in buying decisions. Many shoppers use multiple loyalty cards to stretch their budgets, and these incentives are making it easier to choose store brands that reward them without compromising on quality.

Importantly, this shift doesn’t mean brand loyalty is dead. Many consumers still seek out their favourite name brands—but they’re also more open to mixing and matching, depending on the occasion, need, or budget.

In today’s retail landscape, South African consumers are more empowered and informed than ever. They’re choosing with intent—balancing quality, price, convenience, and personal preference. And as private labels continue to improve and expand, it’s clear that the modern South African shopper is rewriting the rules of brand loyalty.