Comfort Food: The New Ruler of Takeaways
South Africa's obsession with comfort food is not just a fleeting trend; it's a powerful cultural phenomenon that’s reshaping our takeaway preferences. Our latest stacked area chart, titled 'The Takeaway Wars', reveals that pizza reigns supreme with a staggering 885,160 monthly searches, while sushi follows closely with 294,180 searches, reflecting a strong inclination towards comforting and familiar flavours. As we navigate through uncertain times filled with load-shedding and economic challenges, it’s clear that South Africans are increasingly turning to food that provides a sense of homely comfort and indulgence.
Interestingly, burgers also remain a staple in the South African diet, showcasing a steady monthly search volume of approximately 260,600. The growth trajectory for these comfort foods indicates that they are not merely a phase; they are becoming integral to our culinary landscape. The data suggests that when stress levels rise, takeout orders soar, and December, traditionally the festive month, reveals a spike in searches as families gather and celebrate.
Specifically, our analysis notes that December shows a considerable increase in takeout searches as people indulge in the festivities without the burden of cooking. This trend is expected to continue into 2027 and 2028, where we predict further growth in these sectors, driven by the evolving dynamics of consumer behaviour and lifestyle changes.
| Year | Value | YoY | Verdict |
|---|---|---|---|
| 2022 (est.) | 2,187,600 | — | Chasing |
| 2023 | 2,339,450 | +7% | Chasing |
| 2024 | 2,734,300 | +17% | Chasing |
| 2025 | 2,686,340 | -2% | Chasing |
| 2026 (est.) | 3,240,720 | +21% | Chasing |
Comfort food keeps climbing. averages ~216,385 searches a month (+25% year-on-year). Peak month: 294,180 (Apr 2026).
Market Dynamics: South African Takeaway Landscape
The takeaway market in South Africa is undergoing a significant transformation, with comfort foods such as pizza and burgers emerg as frontrunners in the competitive landscape. Major players like Mr D and Uber Eats are at the forefront, responding to the growing demand for convenience among urban dwellers, particularly in metropolitan hubs like Johannesburg, Cape Town, and Durban.
Gauteng stands out as the leading province for takeaway searches, comprising a substantial share of total traffic. However, the Western Cape and KwaZulu-Natal are rapidly catching up, indicating regional preferences for comfort foods. KwaZulu-Natal's increasing search volumes highlight the evolving taste profiles and potential for retailers to cater to these shifting demands. Retailers must recognize this regional taste battle to remain relevant and competitive.
Additionally, the data shows that consumers are increasingly searching for gourmet and health-oriented options within these comfort food categories, suggesting that while traditional favorites are thriving, there is room for innovation and diversification. This insight should guide retailers in their product offerings, ensuring they meet the diverse preferences of South African consumers.
Consumer Behaviour: What South Africans Want
Examining the consumer behaviour in South Africa highlights distinct patterns in the comfort food arena. The younger generations, particularly millennials and Gen Z, are at the forefront of this culinary shift, craving convenience and speed in meal preparation. Their online searches reflect a strong inclination towards pizzas with various toppings and sushi rolls that can be delivered quickly.
The influence of regional dynamics cannot be overlooked. Affluent suburbs like Constantia show a preference for gourmet offerings while townships lean toward hearty meals such as boerewors rolls and classic burgers. This dichotomy showcases how delivery services are bridg the gap, making comfort foods accessible to diverse demographics. Platforms like Mr D and Uber Eats are not just delivering food; they are reshaping dining experiences across South Africa.
What retailers should do
For retailers like Pick n Pay and Checkers, the surge in takeaway demand necessitates a strategic, data-driven approach to inventory management. The climbing interest in comfort foods translates into a need for essential stock items that consumers are actively searching for. It’s essential for retailers to include popular products like Pizza Express dough and Woolworths' sushi packs—these staples are critical for attracting hungry customers.
Moreover, retailers should focus on ready-to-eat meal kits, particularly burger combos from Spar or loaded fries from Tops at Spar, which cater to the growing desire for convenience without compromising on taste. Formulating promotions and combo deals during peak search periods, such as December and during major sporting events, could significantly boost sales and engagement.
It’s imperative for retailers to adapt their offerings based on evolving consumer preferences; stock what South Africans truly want in the comfort food realm. As our data clearly indicates, comfort food is not merely a passing phase—it has become a mainstay in our culinary landscape, and retailers must respond proactively to maintain relevance.