They are chasing value, using rewards programmes and comparing prices. But they are also protecting smaller indulgences. “South Africans continue to prioritise small treats and indulgences, even under financial pressure,” the report said.

Weight-loss medicine becomes a new spending trend Health and wellness remain key priorities for many households. The report said supplements and vitamins are the most common wellness purchases. They are followed by fitness, weight-management support and cosmetic procedures.

It found that about 16% of South Africans spend on dieticians or weight-loss clinics, while 14% spend on weight-loss medicine. SpendTrend26 also flagged the rise of GLP-1 medicines, a class linked to appetite control and weight management. “The growing use of weight-management medicine such as GLP-1 therapies is notable,” the report said.

It added that these products are already beginning to influence nearby categories such as healthier foods, takeaways and alcohol. Small treats still survive tight budgets Even with cost pressures, South Africans have not given up on treats. Coffee purchases rose slightly in frequency, while the amount spent per purchase increased significantly, suggesting many consumers still see coffee as a protected daily ritual.

Eating out and takeaways remain the most common indulgences. The report said payday, discounts and the feeling of having earned a reward are the biggest triggers for treat spending. Other notable findings show how carefully consumers are managing cash: 52% actively look for bargains 38% are willing to buy second-hand goods 40% regularly treat themselves to small products or services SpendTrend26 said spending resilience is now less about splurging and more about smarter choices.