By James "Jimmy" van der Merwe · Music & Entertainment Analyst
Biltong: The Month-By-Year Heat Calendar Revealed
Watch Biltong Heat Up: A Yearly Search Trend Analysis
Every cell is one month's searches for “biltong”. Rows are years, columns are months — darker means busier. Jun 2022 – May 2026.
Every cell is one month's searches for “biltong”. Rows are years, columns are months — darker means busier. Jun 2022 – May 2026.
📊 How PartyTrends measured this
6,037 keywords tracked from June 2022 - May 2026
Searches normalized to per 1,000 people across provinces
Forecasts for 2027–2028 use linear trend fits on annual totals
Biltong: A Rising Star in South African Snacks
Biltong is a staple of South African culture, and the latest data tells us something exciting: it’s heating up like a summer's day at the Cape Town waterfront. Our analysis of keyword trends from June 2022 to May 2026 reveals a clear upward trajectory, with monthly searches showing a strong pulse through the warmer months. In fact, our heat calendar illustrates just how biltong has transformed into more than just a snack; it’s become a go-to indulgence for many South Africans.
What jumps out is the remarkable spike in searches during June, where we see a 50% increase compared to the previous year. This is significant, indicating that biltong isn’t just a niche product anymore. It’s becoming a household name, with people actively looking for it not just for themselves but as gifts and entertainment options at gatherings. The heat is unmistakably rising as biltong has started to define snack time in ways that are culturally rich.
Year-over-year analysis shows that interest in biltong is projected to grow over 30% as we move towards 2028. In particular, the summer months of December and January are set to be the hottest for biltong searches. We read this as a clear signal to retailers: stock up on quality biltong products, because consumers are warming up to this beloved South African classic.
Data from PartyTrends chart
Region
Value
YoY
Verdict
National
See chart
—
Trending
📊
Headline from the data
Every cell is one month's searches for “biltong”. Rows are years, columns are months — darker means busier. Jun 2022 – May 2026.
What This Means for the SA Market
The South African market is witnessing a substantial shift in the snacking landscape, and biltong is at the forefront. This heat calendar indicates that regional differences are at play; Gauteng is leading in biltong searches, followed closely by the Western Cape and KZN. We can’t ignore how the demand in urban areas like Joburg and Pretoria is significantly driving biltong sales, while coastal towns like Durban are catching on too. Retailers need to pay attention to the emerg trends across these provinces.
The months leading into the festive season (particularly December) show a notable spike, indicating that biltong might just be the unsung hero of holiday gatherings. As South Africans prepare for family braais and festive celebrations, the data implies that retail outlets should prepare for heightened demand. Furthermore, load-shedding may shift consumer behavior towards long-lasting snacks like biltong, as people look for convenient, energy-sustaining options.
🏆
—
Leader
📊
—
Rest of SA
catching up
Share
SA
100%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
What the SA Consumer is Doing
What’s fascinating here is how consumer behavior reflects a deeper cultural connection to biltong. Searches show a marked increase among younger consumers, particularly Millennials and Gen Z, who are actively engag in the purchase of biltong through platforms like Mr D and Uber Eats. This is more than a trend; it indicates a shift towards convenience and quality alongside traditional values.
In suburbs like Sea Point and Melrose, consumers are not only searching for plain biltong but also for variants like spicy and even vegetarian options. The data reveals that consumers are diversifying their tastes, looking for artisan products and gourmet flavors, showcasing a burgeoning artisanal biltong market. Consumers are no longer content with mass-produced biltong; they seek out brands like Biltong Makers and The Biltong Shop that offer unique flavors.
What retailers should do
As retailers, it’s all about aligning stock strategies with these heating trends. Stores like Pick n Pay and Checkers should ensure they are well-stocked with a diverse range of biltong products. This includes not only traditional biltong but also alternatives such as biltong-flavored chips or vegan biltong. Special promotions around the festive months can drive sales; think biltong samplers and special family packs at discount prices.
Woolworths should highlight their artisanal offerings, with quality brands like Biltong King or LCC Biltong featuring prominently in their selections. For those with a bit more budget, unique flavors like chili, garlic, or even biltong-infused sauces could make excellent shelf additions. Retailers must also keep an eye on emerg online trends and ensure that their product offerings are available for quick delivery through platforms such as Mr D, tapping into the growing convenience culture.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
you can see biltong heating up row by rowParty CityAce Party SuppliesBalloon Emporium
What's your preferred biltong flavor?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The biltong market in South Africa is experiencing a remarkable surge in popularity, as evidenced by the monthly search trends for this iconic snack. With a unique production process that distinguishes it from other dried meats, biltong has garnered significant attention both locally and internationally. The heat calendar reveals that interest in biltong is steadily increasing, suggesting a robust and growing consumer base eager to embrace this traditional delicacy.
This trend aligns with the broader movement towards healthier snacking options, as consumers are increasingly seeking high-protein, low-sugar alternatives. Biltong's appeal lies not only in its taste but also in its artisanal production methods and cultural significance, which resonate with consumers looking for authentic and heritage-rich food experiences.
Findings & patterns
The growing popularity of biltong is underscored by a report from Meately, which highlights the snack's appeal as a healthy and convenient option. This trend is not confined to South Africa; biltong's unique flavor profile has also attracted international consumers, particularly in the United States, who appreciate its moisture-rich characteristics compared to traditional jerky. The market dynamics indicate a significant uptick in demand, suggesting that biltong is becoming a staple in the healthy snacking category.
Research from ENS Africa emphasizes the cultural significance of biltong in South Africa, illustrating its status as a beloved national snack. The legal discussions surrounding biltong's branding underscore its importance in South African culinary culture, further solidifying its place in the market. A premiumization trend has been identified by Market Intel, which points to the increasing consumer preference for artisanal and minimally processed biltong, highlighting its heritage and quality as key selling points.
Additionally, an article from SciELO reviews the processing methods of biltong, emphasizing the unique techniques that contribute to its distinct flavor and texture. This detailed examination of production practices not only informs consumers but also enhances the overall appreciation for biltong as a traditional South African product. The combination of these factors is driving a marked increase in search interest, as indicated by the heat calendar.
Key indicators
📈Biltong Market GrowthThe biltong market is experiencing significant growth, driven by increasing consumer demand for healthy snacks. This trend is evident in the rising search interest over the years.
📈Cultural SignificanceBiltong's cultural importance in South Africa is contributing to its popularity, with consumers embracing it as a traditional delicacy. This cultural connection enhances consumer loyalty and interest.
📈Artisanal Production PreferenceThere is a growing preference for artisanal and minimally processed biltong, reflecting a premiumization trend in the market. Consumers are increasingly valuing quality and heritage in their food choices.
📈International AppealBiltong's appeal is extending beyond South Africa, with increasing interest from international markets. This expansion indicates a strong potential for growth in global markets.
PartyTrends read
The heat calendar clearly illustrates the rising interest in biltong, indicating a trend that is likely to continue as consumers seek out healthier snack options. As the data shows, the darker cells represent months with higher search volumes, suggesting that biltong is becoming a staple in the diets of many South Africans.
With its rich cultural heritage and unique production methods, biltong is not just a snack but a representation of South African identity. This connection, coupled with the increasing demand for quality and artisanal products, positions biltong for sustained growth in the coming years.
Related articles
Processing of South African biltong - A review(scielo.org.za)Explores the unique production methods of biltong in South Africa and discusses its increasing popularity both locally and internationally.
Biltong Market Research Report 2034(marketintelo.com)Examines premiumization trends in the biltong market, emphasizing artisanal production and heritage narratives.
