Braai Catering: The Chart That Slaps!

The data tells us that braai catering isn't just a trend; it’s a lifestyle in South Africa. Currently averag around 23,131 searches a month, we see a decline of about 11% year-on-year. Yet, the trajectory isn’t all doom and gloom. Our forecast suggests that if interest remains steady, we could see over 286,000 searches a year by 2028. This aligns with the ongoing love affair South Africans have with braai culture, especially as gatherings become more communal and experiential.

One of the key takeaways from this trend is the overwhelming dominance of the Western Cape, contributing 40.6% of the total searches. The Cape Town area, including suburbs like Woodstock and Somerset West, clearly values braai catering, and this could be a goldmine for catering services and local butchers such as the renowned Frankie Fenner. Meanwhile, Gauteng and KZN bring up the rear, but that doesn’t mean there isn’t enough room for growth.

Moreover, it's notable that while searches for 'spit-braai' are on a downward trend, the 'shisanyama-near-me' searches are skyrocketing. This indicates a shift in consumer preference, perhaps influenced by how younger generations engage with braai culture. Hence, catering services need to adapt to these evolving tastes and offer diverse options that resonate with both traditionalists and modernists alike.

Headline from the data

Braai Catering peaked at ~294,530 annual searches in 2024 (+8% vs 2023). 2028 is tracking ~286,787 (projected full year).

Market Dynamics: A Smorgasbord of Opportunity

The South African market is in a fascinating phase when it comes to braai catering. Despite the decline observed in search terms, the consistent interest indicates that this category remains resilient. With a forecast of approximately 284,823 searches in 2027, the market remains ripe for caterers willing to innovate. The competition varies significantly across provinces; while the Western Cape leads, Gauteng and KZN represent a substantial opportunity for growth.

Given the current economic climate, retailers such as Pick n Pay and Checkers are enhance their inventory to capitalize on this trend. They have already begun to stock braai packs, making it easier for consumers to kick off their gatherings without a hitch. However, retailers must also consider the implications of load-shedding and inflation on pricing strategies and stock availability. As December approaches, expect spikes in interest and, consequently, a surge in demand for braai-related products and catering services.

Data from PartyTrends chart
RegionValueYoYVerdict
2022275,527—Chasing
2023272,920—Chasing
2024294,530—Chasing
2025259,760—Chasing
2026291,925—Chasing
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Consumer Behavior: The Heartbeat of Braai Culture

The South African consumer is evolving, and their search behavior reflects a shift in interests and preferences. The steady searches for braai catering reveal a deep-rooted love for this culinary tradition, yet the data also points to an emerg trend towards convenience. With services such as Mr D and Uber Eats gaining traction, more consumers are opting for ready-made solutions rather than DIY.

This generational shift has implications for caterers and retailers alike. The younger crowd, especially from urban suburbs like Maboneng in Johannesburg or the trendy Sea Point in Cape Town, prefers quick access to authentic braai experiences without the hassle of preparation. As a result, catering businesses may want to offer combo packs of popular items like boerewors rolls, lamb spit-braai, and sides that can be easily ordered via delivery apps.

Interestingly, the growing interest in 'shisanyama-near-me' indicates that South Africans are not only looking for catering but also for social dining experiences. This suggests that while home-based braais remain integral, there's a burgeoning movement towards communal eating at local eateries specializing in braai foods.

Yearly share
2022
19.8%
2023
19.6%
2024
21.1%
2025
18.6%
2026
20.9%
2028 projection
~286,787
Braai Catering: the forecast to 2028
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

As we look toward the next few years, retailers like Pick n Pay, Checkers, and Woolworths need to sharpen their focus on braai catering supplies. With the predicted growth in search interest, stocking items like Checkers' braai packs, Woolworths boerewors, and Makro's bulk charcoal will be crucial. Particularly in peak seasons like December, retailers must ensure these SKUs are not only available but also prominently displayed to attract last-minute planners.

Furthermore, it would be wise for retailers to consider partnerships with local butchers, such as Woodstock Butchery, to enhance their offerings with high-quality local products. Promotions and combo deals could entice customers looking to make the most of the summer braai season. Lastly, retailers should leverage in-store signage and digital marketing campaigns to promote braai catering as a convenient, enjoyable option for busy families.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
braai catering averages ~23,131 searches a monthParty CityAce Party SuppliesBalloon Emporium