The End of the Picnic Era?

The recent data from PartyTrends paints a rather somber picture for the once-beloved category of picnic food. With a staggering 44% year-on-year decline in searches, the path forward appears bleak. In 2022, there were approximately 1.74 million searches for picnic-related items, but projections suggest this will dwindle to just over 353,000 by 2028. Such a drastic fall indicates a deep-seated shift in consumer preferences and seasonal trends.

What was once a staple of South African leisure—an array of sandwiches, chips, and cold drinks enjoyed in the summer sun—now seems to be losing its appeal. This shift is not just a seasonal fluctuation; it appears to be a broader move away from picnic norms towards more structured dining experiences. The data compellingly suggests we are witnessing the slow farewell to the picnic tradition.

Factors such as chang lifestyles and the rise of alternative social dining, whether in restaurants or at home, are likely influencing this decline. The drawn-out effects of the pandemic have redefined how we perceive social gatherings. We read this as a potential cultural shift, where the flexibility of food delivery services is prioritizing convenience over the traditional picnic spread.

Data from PartyTrends chart
RegionValueYoYVerdict
20221,737,364—Chasing
20231,053,540—Chasing
20241,232,690—Chasing
2025854,800—Chasing
2026847,520—Chasing
Headline from the data

Picnic Food peaked at ~1,737,364 annual searches in 2022. 2028 is tracking ~353,812 (projected full year).

Market Dynamics: The Bigger Picture

Understanding the South African market landscape is crucial when we analyse this shift away from picnic food. The decline appears to be particularly pronounced in areas with high urban density such as Gauteng, where the bustle of city life perhaps takes precedence over leisurely outings. Provinces like KwaZulu-Natal, known for their beautiful beaches and parks, may still cling to the remnants of picnic culture, but the overall trend indicates a downward trajectory regardless of location.

This change is complicated by socio-economic factors such as rising prices and the ongoing impacts of load shedding, which have prompted consumers to seek alternatives that are less dependent on the unpredictability of traditional outdoor eating. Retailers must acknowledge this shift to adapt their strategies effectively—especially given that picnic-related items typically see a surge during the festive December period.

1737364
2022
leader
1053540
2023
challenger
Yearly share
2022
30.3%
2023
18.4%
2024
21.5%
2025
14.9%
2026
14.8%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Shifting Consumer Behaviours

As the data suggests, consumers are evolving. The picnic food search trends reflect not just a preference for food types but a broader behavioural shift among South Africans. Younger generations, particularly Millennials and Gen Z, engage more with meal delivery services such as Mr. D and Uber Eats, often preferring curated dining experiences over traditional outdoor picnics.

Additionally, the distinctions between suburban and township consumers have become more pronounced. While picturesque suburbs like Constantia or Parktown may still hold onto picnic traditions, townships are seeing a rise in indoor social configurations influenced by local eateries and home entertainment.

This evolving consumer landscape indicates that retailers need to rethink their offerings and marketing strategies. The notion of 'packing a picnic' could be replaced with plans for hosting friends indoors, thus calling into question what products should take precedence on the shelves moving forward.

2028 projection
~353,812
The slow goodbye to Picnic Food
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

For retailers such as Pick n Pay, Checkers, and Woolworths, the evidence is clear: it’s time to pivot. While classic picnic staples like potato salad or pre-packaged sandwich platters have historically been staples, the forecasts recommend a shift towards items that cater to the new consumer preferences. Instead of focusing on traditional picnic items, consider stocking up on meal kits, ready-made gourmet dishes, and locally-sourced artisanal snacks that can be enjoyed indoors.

Woolworths, for instance, could leverage its strong reputation for quality by offering ready-made meals that align with the convenience-driven consumer. Meanwhile, Pick n Pay might dive into their bakery section, emphasizing freshly baked breads and gourmet sandwiches ideal for both picnicking and home dining. Checkers should explore expanding their range of alcoholic beverages, as consumers may now prefer a glass of indoors rather than sipping it outdoors.

As we move towards a colder climate in the coming months, the focus on hearty comfort foods could be particularly effective. Retailers must act decisively to adapt to the chang market dynamics and capitalize on new trends to ensure their product offerings remain relevant.

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