South African consumers are becoming increasingly cautious with their finances, yet new data shows they are still willing to spend on health-related products and everyday indulgences.
A recent SpendTrend26 report by Discovery Bank, which analysed consumer behaviour between 2021 and 2025, highlights a shift towards more deliberate and strategic spending habits among higher-income earners.
The study, based on credit card users earning above R100,000 annually, reveals that consumers are prioritising value while maintaining select lifestyle expenses.
Health and Weight Management Drive New Spending Patterns
Health and wellness continue to play a significant role in household budgets. The report found that supplements and vitamins remain the most popular purchases in this category, followed by fitness-related spending and weight management services.
Notably, a growing portion of consumers are allocating funds to professional support such as dieticians and specialised clinics. Around 16% reported spending in this area, while 14% indicated they are purchasing weight-loss medication.
The report also highlights the increasing adoption of GLP-1 therapies, a class of medication associated with appetite control and weight management. These treatments are beginning to influence adjacent categories, including healthier food choices, takeaway consumption, and alcohol spending.
This trend reflects a broader global movement towards proactive health management, with South African consumers aligning with international patterns.
Small Indulgences Remain a Priority
Despite financial pressures, everyday treats remain a consistent feature of consumer behaviour. Coffee, in particular, stands out as a protected expense, with both purchase frequency and spending per transaction increasing.
Dining out and takeaway meals continue to rank among the most common indulgences, often driven by specific triggers such as payday, promotional discounts, or the desire for a reward after achieving personal goals.
At the same time, consumers are demonstrating greater financial discipline. More than half actively seek out bargains, while a significant portion are open to purchasing second-hand goods.
This combination of cautious spending and selective indulgence suggests a shift in how consumers define value. Rather than eliminating discretionary spending entirely, many are choosing to spend smarter while preserving experiences and products that contribute to their quality of life.
The findings indicate that resilience in consumer spending is no longer about excess, but about making informed decisions that balance necessity with enjoyment.
Source: Discovery Bank SpendTrend26 Report
