Burgers as the New Braai: What PartyTrends Thinks
The data we tracked shows that the category of burgers is set for a monumental rise in South Africa, with searches expected to increase by a staggering 49% year-on-year. In 2022, the estimated searches for ‘burgers’ stood at 1,897,526, and if the trend holds, we project this will climb to approximately 3,587,496 by 2028. This trajectory indicates a growing appetite for burgers that mirrors the country’s love for outdoor braais, integrating this fast-food favorite into traditional South African gatherings.
What also stands out is the Western Cape's dominance in burger-related searches, accounting for nearly 50% of the market share. With a per capita search rate of 9.7 searches per 1,000 people, the Western Cape is not just a leader; it redefines the burger culture in South Africa. Gauteng shows a respectable yet subdued interest with 6.1 searches per 1,000 people, while KZN lags behind at 3.9. The data suggests a regional flavour dynamic that retailers and restaurateurs need to pay attention to.
As we look at specific burger-related keywords, 'smash-burgers' show an impressive 121.2% year-on-year growth. This trend showcases the innovative wave that is sweeping through the burger scene, where consumers are looking for more than just beef patties in a bun but are after unique experiences that are worth sharing on social media. With the surge in interest in build-your-own-burger concepts, it’s clear that consumers are seeking customization and personal preference.
Burger Market Dynamics: What This Means for the SA Market
The growth trajectory of the burger market in South Africa is indicative of broader trends in consumer behaviour. As cities continue to evolve, so too do the culinary preferences of consumers. The sharp rise in burger searches points towards a potential shift in dining habits, particularly in urban areas like Cape Town and Johannesburg. Factors such as the influx of international fast-food chains and the emergence of local gourmet burger spots in neighborhoods like Observatory and Melville are influencing this trend.
Furthermore, the impact of December spikes cannot be ignored. With the festive season marked by gatherings and celebrations, the increased interest in burgers could signal opportunities for retailers and suppliers to promote burger-related products strategically. Load-shedding, while often a damper on food preparation, could see a rise in burger takeout services through platforms like Mr D and Uber Eats, as people look for easy meal solutions.
In terms of pricing, the fluctuations in the Rand are also pivotal. As the cost of imported ingredients rises, local producers who can keep prices competitive will likely thrive. The data indicates that established brands like Spur and RocoMamas, with their robust supply chains and loyal customer bases, may be well-positioned to capitalize on this growth. However, smaller, grass-roots burger joints should also not be overlooked; they cater to growing demands for local and artisanal products.
Burgers and the SA Consumer: What Search Behaviour Reveals
Consumer behaviour in South Africa is shifting towards convenience and personalization, particularly reflected in burger searches. The trend of 'build-your-own-burger' is not merely a passing fad; it signifies a deeper desire for customisation that resonates with a younger, more adventurous demographic. As the access to diverse ingredients increases, particularly in urban areas like Sandton and Durban, so too does the consumer desire for unique burger experiences that cater to individual tastes.
Interestingly, the search data highlights a generational shift where millennials and Gen Z are spearheading this burger boom, sharing their food adventures across platforms like Instagram. The search for ‘smash-burgers’ alone has seen a dramatic increase, suggesting that these consumers are not looking for traditional burgers anymore; they want novelty, they want experience, and they want to be part of the growing food culture.
Moreover, the differences in search behaviour between suburbs and townships reveal a fascinating divide. While Western Cape suburbs like Camps Bay and Constantia lean towards gourmet options, KZN townships exhibit a strong preference for affordability and traditional flavours. This dichotomy indicates that retailers must be strategic in their marketing, ensuring they cater to both high-end consumers and those seeking value.
What retailers should do
As the demand for burgers surges, retailers must act swiftly to capitalize on this growing trend. Supermarkets like Pick n Pay, Woolworths, and Checkers should consider ramping up their stock of premium beef patties, artisanal buns, and gourmet toppings. Popular brands like Enterprise and RocoMamas burgers should be featured prominently in the meat section to attract the discerning shopper looking for quality.
Moreover, with the rise in interest for 'smash-burgers', retailers should also think about creating burger kits that allow consumers to replicate this trend at home. This could include pre-portioned ingredients and instructions, making it easy for families to gather around the grill, as they would at a traditional braai.
Additionally, partnerships with local craft breweries, like Devil’s Peak or Jack Black, could create a winning combo of burger meals and local s, enticing consumers to try something new while shopping. As convenience becomes more critical, ensuring that all burger-related items are available on online platforms like Woolworths’ app or the Checkers Sixty60 delivery service will cater to the growing trend of online shopping.
| Region | Value | YoY | Verdict |
|---|---|---|---|
| 2022 | 1,897,526 | — | Chasing |
| 2023 | 1,990,460 | — | Chasing |
| 2024 | 2,416,950 | — | Chasing |
| 2025 | 2,911,310 | — | Chasing |
| 2026 | 2,893,928 | — | Chasing |