FMCG Market Sees Growth in South Africa After Decline

The fast-moving consumer goods (FMCG) market in South Africa has returned to growth after a decline in 2024, according to recent analysis by Worldpanel by Numerator. Consumer spending on FMCG products increased 3.3% in 2025, with households making about 3.9 million brand choices during the year.

While 62% of South Africa's top 100 most chosen FMCG brands recorded a growth in value, the benefits were not being shared equally across all brands. Nick Barrett, country manager of Worldpanel by Numerator South Africa, said that consumers remain highly selective about where they spend their money, and the continued strength of local and regional brands shows just how important relevance remains.

Coca-Cola retained its position as South Africa's most chosen FMCG brand, followed by Sunlight, Albany, SASKO, and Clover. However, nearly half of the top 100 FMCG brands reach fewer than 50% of South African households, indicating room for growth through attracting new customers.