South Africa, Oct. 21 -- South African shoppers are more organised than their supermarket baskets might suggest.

According to YouGov Profiles+ data accessed through consumer insights agency KLA:

The findings suggest that having a shopping list does not necessarily mean sticking to it. For retailers and FMCG brands, this highlights the importance of the in-store decision, where promotions, product placement and perceived value can influence what shoppers ultimately buy.

Impulse buying is not just about price

Shoppers who make impulse purchases are particularly conscious of price, but quality also plays a role in their decisions.

According to the data:

This creates an opportunity for brands to communicate value beyond discounts alone....