What Happened to Our Food Festivals?

What if I told you this chart is a crime scene? It looks like the food festival industry has been hit with a hefty dose of disinterest. South Africa has officially fallen out of love with food festivals, plummeting a staggering 57% year-on-year in search volume, averag a mere 25,121 searches monthly. That’s about as appealing as cold pap at a braai!

The steady decline isn’t just a temporary dip; it’s a full-blown catastrophe. Months of data reveal an alarming downward trend that suggests food festivals are slipping off the radar faster than a boerewors roll on a slippery floor. From 78,390 searches in June 2022 to dwindling numbers barely scratching 5,000 by mid-2023, this isn't just a bad hair day — it’s the whole haircut!

We read this as a clear indicator that South Africans are not just tired of food festivals; they might even be over them. Perhaps the allure of overpriced artisanal biltong and craft has worn thin, or maybe we’ve collectively accepted that we can get food delivered to our doors faster than we can get to a festival. Either way, the numbers don’t lie — food festivals are losing their sizzle.

So what does this mean for the industry? The data certainly makes a case for rethinking how food festivals are structured or marketed. Maybe it’s time to introduce local flavours that resonate more with the consumer base from places like Soweto, Cape Town, and Durban. Who knows, maybe a 'Gatsby Food Festival' could be on the horizon to bring back the crowds!

Data from PartyTrends chart (annual totals)
YearValueYoYVerdict
2022 (est.)1,013,194—Chasing
202378,610-92%Chasing
2024244,380+211%Chasing
2025244,530+0%Chasing
2026 (est.)113,448-54%Chasing
Headline from the data

Food Festival averages ~25,121 searches a month (-57% year-on-year). Peak month: 134,450 (Jul 2022).

The Market Reacts: Winners and Losers

The implications for the South African market are glaring. With food festival interest declining so drastically, both retailers and food producers must pivot quickly. Traditional food festival staples like biltong from brands like Bokkie Foods or local s from brands like KWV need new strategies for engagement, as people are seemingly opting for convenience over communal experiences.

In Gauteng, where food festival interest dominates—55% of the total searches—we see a potential opportunity for localized festivals or pop-up events that cater to the fast-paced lifestyle of urbanites. Meanwhile, the Western Cape, known for its rich food culture, may need to rethink how it showcases its culinary gems, perhaps through more accessible and everyday experiences rather than elaborate festivals that require commitment.

However, brands need to brace for the fallout too. The 57% drop means less foot traffic, lower sales, and ultimately, reduced brand visibility. What’s clear is that the festival landscape is chang, and brands that cling to outdated formats may find themselves in a precarious position. Rather than mourning the loss of the food festival, it’s time to innovate or risk falling into obscurity.

134,450
Jul 2022
peak month
7,180
May 2026
latest
Yearly share
2022
49%
2023
6.5%
2024
20.3%
2025
20.3%
2026
3.9%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Consumer Trends: What South Africans Really Want

So, what are South Africans really looking for in their culinary pursuits? As the data suggests, convenience is king. The rise of food delivery services like Mr D and Uber Eats has conditioned consumers to opt for easy meals delivered straight to their homes rather than battling traffic and crowds at a festival. This shift indicates a generational change in food culture, where experiences are prioritized less than before.

Older generations may still fondly remember the times when food festivals thrived, but younger consumers are more inclined to browse TikTok for cooking hacks or Instagram for food inspiration. The vibrancy of food festivals is dimming, replaced with the flash of digital screens. Those who used to search for “food festival” are now likely searching for “easy dinner ideas” or “food delivery near me.”

Moreover, the emergence of food trucks catering to individual tastes rather than massive festivals is a clear indicator of chang consumer preferences. The food truck festivals might be finding their stride as they fit better into the new compact, convenience-driven lifestyle. If traditional food festivals fail to adapt, they risk becoming mere whispers of the past.

What retailers should do

For retailers like Pick n Pay and Checkers, the message from this data is clear: adapt or get left behind. As consumers shift away from food festivals, they should consider curating in-store promotions that focus on ready-to-eat meals or meal kits, appealing to the emerg demand for convenience. Think Woolworths’ ready-made gourmet meals or Spar’s snack options — these cater directly to the time-strapped consumer.

Additionally, brands like Coca-Cola should strategize marketing campaigns around home entertainment rather than outdoor gatherings. The days of grabbing a cold drink at a festival are fading; now, it’s about offering promotions for backyard barbecues or movie nights at home.

Stocking smaller, more convenient items such as single-serve snacks, instant meal options, and even DIY meal kits could buffer against the decline of food festivals. Checkers could roll out exclusive partnerships with local food brands to drive interest and visibility in-store. The key takeaway is to shift focus from large gatherings to intimate at-home experiences, reflecting the evolving nature of consumer behavior.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
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