South Africa, Sept. 17 -- But behind the familiar imagery is something far more interesting for retailers: the braai is a remarkably good window into South African consumer behaviour. What ends up on the grill can reflect where people live, what they eat, what they can afford and the communities they come from.

Walk into butcheries and supermarkets in different parts of the country and the sausage offering changes.

Boerewors may be the national staple, but alongside it you'll find bratwurst, cheese grillers, nippy sausage, danya sausage, chilli wors and highly localised recipes with loyal followings.

I like to think of this as the Boerewors Index: a way of understanding something retailers often struggle with. South Africa is one marke...