Brunch: The Breakfast of Champions

As the sun rises over Durban's bustling beachfront, brunch is taking center stage in South Africa's culinary scene. PartyTrends has been tracking the surge in brunch-related searches, and what we see is impressive. Over the past year, brunch-related searches have increased by a staggering 60%, with projected yearly searches set to reach approximately 673,871 by 2028. This trend is not just a passing fad; it shows solid growth and durability.

The data tells us that brunch is the go-to meal for a growing number of South Africans. In 2022, we recorded around 272,762 searches, which has ballooned to an expected 338240 in 2023 and is forecasted to hit 607215 by 2027. These numbers reflect a seismic shift in dining habits, with brunch becoming more than just a meal—it’s a lifestyle.

What jumps out is the geography of brunch. Gauteng tops the charts, with Johannesburg venues like Salvation Cafe and The Whippet leading the charge. However, the Western Cape and KZN are not far behind. As we peer into the crystal ball of culinary trends, it’s clear that brunch is becoming the new social currency—an outing that carries a certain status.

Yearly share
2022
13.4%
2023
16.6%
2024
20.6%
2025
22.6%
2026
26.8%
Data from PartyTrends chart
RegionValueYoYVerdict
2022272,762—Chasing
2023338,240—Chasing
2024419,630—Chasing
2025460,900—Chasing
2026544,710—Chasing
Headline from the data

Brunch peaked at ~673,871 annual searches in 2028 (+11% vs 2027). 2028 is tracking ~673,871 (projected full year).

Brunch Boom in the South African Market

The rising popularity of brunch indicates a shift in market dynamics across South Africa’s diverse provinces. Gauteng, with its bustling urban lifestyle, is leading the brunch revolution, especially in major suburbs like Sandton and Rosebank. Cape Town follows closely, where venues like The Old Biscuit Mill and The Creamery are capitalizing on this trend. KZN, with its unique blend of beach vibes and culinary creativity, is quickly catching up, as seen in the popularity of brunch spots in Umhlanga and Ballito.

December is a pivotal month for brunch, with searches skyrocketing as the holiday season brings families and friends together. However, the impact of load-shedding and rising costs due to ZAR pricing fluctuations could dampen some of this enthusiasm. Retailers need to keep these dynamics in mind as they prepare their menus and marketing strategies.

The brunch market is not just thriving; it’s evolving. Venues that adapt to consumer preferences—think vegan options, artisanal pastries, or even fusion dishes—will likely secure a competitive edge. Retailers can expect an influx of demand for brunch staples as consumers look for ingredients to recreate their favorite café meals at home.

Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

What South African Consumers are Craving

The South African consumer landscape is rapidly shifting. Younger generations, particularly millennials and Gen Z, are leading the brunch movement. They value experiences over material goods, and brunch fits perfectly into this lifestyle. The integration of social media platforms has further fueled this trend, as picturesque brunch spreads from places like La Colombe and The Twelve Apostles Hotel flood Instagram feeds across the country.

Interestingly, the search behavior reveals that suburban consumers may be more inclined toward brunch outings than those in townships. However, the rise of delivery services like Mr D and Uber Eats is bridg this gap, making brunch more accessible, even for those who prefer to enjoy their meals at home. This shift signifies a broader change in consumer habits.

Weekend brunches are now much anticipated occasions, often planned in advance, with groups gathering around tables laden with eggs benedict, artisan coffees, and gourmet pastries. As social spaces, these brunch spots become gathering points for friends and family, enhancing community bonds and reflecting the evolving social fabric of South Africa.

2028 projection
~673,871
Brunch: up and to the right
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

As brunch becomes a staple in the South African food scene, retailers like Pick n Pay, Checkers, and Woolworths must adapt their offerings to capture this growing market. Shoppers are looking for convenience, quality, and unique products. This means stocking up on brunch essentials like artisanal breads, premium eggs, and ready-to-eat meal kits that cater to the brunch crowd.

Specific SKUs to consider include Woolworths' gourmet brunch boxes, Pick n Pay’s organic eggs, and Checkers’ range of plant-based spread options. Spar and Tops at Spar should also consider incorporating local artisan products to attract customers seeking authentic brunch experiences.

Additionally, seasonal promotions during the holiday season can boost brunch-related sales. Retailers should leverage the data from PartyTrends to create targeted marketing campaigns that resonate with the brunch-loving demographic, ensuring they capture their fair share of this burgeoning market.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
brunchParty CityAce Party SuppliesBalloon Emporium