South Africa, Feb. 5 -- Our latest insights point to a consumer who is pragmatic yet cautiously optimistic, digitally enabled but anchored in physical retail, and highly responsive to further price shocks. For retailers and manufacturers alike, the challenge is to adapt quickly, using insight-led strategies to stay relevant in a market where consumer sensitivity is high and expectations are rising. This piece looks ahead to the consumer trends that will matter in 2026 and beyond, and what they mean for FMCG decision-makers.

NIQ's Consumer Outlook research shows that nearly two thirds of South Africans expect their household situation to improve as of the beginning of this year. But the reality is that this apparent confidence disguises h...