Storecheck Johannesburg: Market, product and packaging trends in South Africa

On our Storecheck trip around the world, we stopped off in South Africa in January 2024, more specifically in Johannesburg, the largest city in the multicultural rainbow nation. We primarily explored the Pick n Pay on Nicol supermarket. Pick n Pay is one of the oldest supermarket chains in the country. The first store was opened in Cape Town in 1967. In this article, we describe our impressions of South African shopping culture as well as eye-catching product and packaging trends.

The contrasting South African shopping culture

South African shopping culture reflects the diversity of the country. It is full of contrasts. While traditional trade, which mainly consists of small retailers in townships or rural areas and is supplemented by street traders, accounts for around 25 percent, modern trade accounts for around 75 percent. Here we find similar formats to those in Germany. In addition to Pick n Pay, the largest retail chains in South Africa include Checkers, Spar and Woolworths. They are located in urban areas.

Interesting: In traditional and modern retail, the range of brands is similar. Poorer consumers in particular cannot afford to make bad purchases.

Thanks to social assistance, financially disadvantaged residents have the necessary funds to shop at the beginning of the month. Many South Africans start by stocking up and only make smaller purchases of basic foodstuffs such as bread later in the month. The country’s financially strong people have access to one of the largest retail complexes on the entire continent, Nelson Mandela Square in Sandton near Johannesburg. Described as the “richest square mile in Africa”, the shopping center is home to stores such as Louis Vuitton, Gucci, Prada, Patek Philippe and Dolce & Gabbana.

In short: different worlds collide. And the richness of contrast manifests itself in the products and packaging designs, albeit in a different way.

Trends in market, product and packaging design in South Africa

In the following, we look at the special features of the store, product and packaging design that we noticed during our store check in Johannesburg.

Special in-store concepts and customer loyalty initiatives

The supermarket does a lot to provide its customers with an appealing shopping experience. For example, we find the light blue truck as a shelf for fruit creative and inviting. It looks as if the truck has just arrived with the fresh produce.

The in-store cultivation of fresh salad is also unusual. It is an example of the various concepts that Pick n Pay is primarily testing in the Nicol store.

Incidentally, loose vegetables are still weighed and priced by staff in the store. In our country, this is now often the customer’s responsibility.

To protect fresh produce during transport, PE bags are available as tear-off rolls and – as a more ecological solution – nets made from organic fibers.

The themed scratch cooking stands scattered around the supermarket encourage customers to explore and try things out. For example, there is a themed stand for Asian products such as glass noodles and soy sauces, complemented by useful cooking utensils such as wok pans, with which the dishes can be authentically prepared, as well as matching accessories, such as plates with typical Asian patterns. Such compact and stylish arrangements make it easy for customers to immerse themselves in the respective scratch cooking theme.

While the themed stands have a classic and traditional feel, the display solutions often used to promote certain items bring a modern flair to the market – another example of the contrasting South African shopping culture.

Loyalty cards, which are just as common here in Central Europe and allow loyal customers to benefit from discounts and other promotions, are also modern. These cards are offered in South African supermarkets, drugstores and petrol stations. In addition, the so-called Payday is a modern tradition in Johannesburg: at the end of the month, stores vie for the favor of shoppers with promotions.

Product trends: from traditional local delicacies to modern add-ons

Like the market design, the product range is also characterized by the contrast between old and new or traditional and modern. For example, delicacies with typical and popular local characteristics are sold. These include sliced cheese with the smoky, meaty “Shisanyama” flavor. The term comes from Zulu, one of South Africa’s official languages, and refers to grilling meat on charcoal. Samo(o)sas, which originally come from Pakistan and India but are similarly popular in South Africa, are another example of food with a national connection.

However, the majority of the products on offer are modern foods such as Cape Point tuna in practical sachets as an ingredient for salads or sandwiches in the office. Finger food is also popular. There is also a real hype about sauces and spices in South Africa. They are available in all kinds of flavors. Add-ons for dishes are obviously extremely popular. The South African brand Peppadew has also made it onto the shelves of German supermarkets.

In some cases, modern and traditional/local aspects are also mixed, such as with Dr. Oetker’s pizzas, which were originally imported in their entirety. For around five years now, however, the company has been producing its own pizzas locally in Johannesburg as well as local variants. Another example is milk alternatives, which of course embody modernity, but in some cases are produced locally. In the case of ButtaNutt brand products, the South African flag on the packaging indicates this.

Dominance of food shots in packaging design

One feature of the packaging designs is particularly impressive: brands focus very strongly on successful food shots. Rich colors and the deliberate play of light and shadow perfectly showcase dishes and individual ingredients. This is the case with Fry’s vegetarian products, for example.

The clear dominance of food shots in the goods on offer in South African supermarkets is a striking difference to Central European stores. In our climes, we are noticing an increasing trend towards minimalist designs with illustrative elements.

Such modern design variants are the exception in South Africa. One example is the Farmer Angus brand for sausage products in the upper price segment. It has replaced the food shot with a simple viewing window, which is intended to intensify the proximity to the product.

Packaging design with new vs. outdated approach

In almost every product area, there are packaging designs with a new and those with a very outdated approach. Functional food and health food are examples of this. While Wazoogles and Simple Truth, for example, take a modern approach with illustrations, the packaging from Jungle and Futurelife looks more like we are still in the 1990s.

The picture is similar for cosmetics. On the one hand, we see contemporary designs such as those on Marc Anthony products. On the other hand, we also come across relics from the past, such as PE bottles with disc-top closures – a nod to the 80s. Traditional African patterns are a popular design element, such as on Mera shampoo, and the picture is similar for cosmetics. On the one hand, we see contemporary designs such as those on Marc Anthony products. On the other hand, we also come across relics from the past, such as PE bottles with disc-top closures – a nod to the 80s. Traditional African patterns are a popular design element, such as on Mera shampoo.

The contrast between new and old or modern and traditional is also omnipresent in pet food. The Herbal Pet presents itself as emphatically modern. In contrast, Dr. Hahnz visibly attaches great importance to tradition.

What else we noticed during our store check in South Africa…

There are also discount store own brands in South Africa. Some of these are very modern in design, with a strong brand staple.

The Jungle Oats brand has come up with particularly easy-to-reclose packaging for its oat flakes.

South Africans can and sometimes want to be Scandinavian. The minimalist packaging designs from Woolworths Food are the best example of this. They are characterized by geometric shapes and simple typography.

Drinks in elegant designs with calm colors are popular, as are non-alcoholic spirits.

In line with the motto “Reduce, Reuse, Recycle”, the tastefully designed wine bottles from the protea brand can be reused as flower vases or candle holders after the wine has been enjoyed. All you have to do is remove the label.

And finally: marshmallows are also very popular in South Africa – and of course we couldn’t resist.
A prime example of this is Beacon’s Marshmallow Easter Eggs, which are proving to be a particularly successful seasonal product. These seasonal treats are an absolute must in South Africa and continue to be very popular. At Easter time, the shelves are quickly emptied every year, which presents a challenge to meet the strong demand.

However, Cadbury, a brand with a long tradition in chocolate production, clearly dominates the chocolate shelves. Its range of chocolates and sweets attracts consumers of all ages and keeps them captivated in the world of sweet temptations.

In addition to the sweet treats, Maynards wine gums also deserve a place in the hearts of South Africans. Their variety of flavors offer a delicious change for those who like to snack on something a little less chocolatey. And let’s not forget Simba’s delicious potato chips, whose crunchy textures and flavorful varieties are the perfect addition to any snack or movie night.