Consumer Profiles
for South Africa
Consumer Profiles for South Africa uses an innovative, comprehensive ten-segment model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.

Consumer Profiles for South Africa
This Consumer Profiles product presents the population of South Africa, divided into ten easy-to-understand consumer classifications.
The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in South Africa. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.
Consumer Profiles for South Africa can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.
South Africa – Small Areas
The Republic of South Africa is situated at the southern tip of the continent of Africa, and is bordered by Namibia, Botswana, Zimbabwe, Mozambique, Eswatini and surrounds Lesotho. It is the most populous country which is located entirely south of the equator. The capital city is Pretoria, but Johannesburg is the largest.
South Africa is a parliamentary republic, divided into nine provinces. Unusually the President is both Head of State and Head of Government. A multi-ethnic society, known as “the rainbow nation”, 80% of South Africans are black African and the remaining population comprises European, Asian and multi-racial ancestry. South Africa’s constitution recognises eleven official languages, of which the top four are Zulu, Xhosa, Afrikaans and English.
Its recent history has been dominated by apartheid. Finally, after years of struggle by the ANC, the segregation and discriminatory laws enforced by the white minority government were repealed, and in 1994, South Africa became a liberal democracy with the entire population finally eligible to vote.
South Africa has the second largest economy in Africa, but is still considered a developing country. There is a high level of income inequality amongst the population, and poverty, crime and unemployment remain a challenge. It has an abundance of natural resources and main sectors of the economy are industry and service. Tourism is extremely important, and South Africa’s wine producing industry is thriving.
South African art comprises some of the oldest in the world. Literature born out of perilous times and struggles is important, along with traditional textiles and music, some of which has mixed with old Dutch folk styles. South African music, especially, is very diverse. Sport is an important feature in South African life.
It is an important regional power and a member of the United Nations, the G20 and the Commonwealth of Nations.
Product Details
Consumer Profiles for South Africa | |||
---|---|---|---|
Administrative | Postcode | Small Area | |
Available | |||
Region Type | Municipalities | Small Areas | |
Number of Regions | 213 | 85,183 | |
Average Population/Region | 280,000 | 700 |
Consumer Classifications
For each region type available, Consumer Profiles for South Africa data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.
Data Formats & Delivery
Consumer Profiles for South Africa data is available in many popular GIS formats, including:
- Esri Shapefile
- Esri File GeoDatabase
- MapInfo TAB (Extended)
All data products are delivered using our secure data delivery platform, Europa Data Vault.

Related products for South Africa
Extend your market insight into South Africa with these compatible add-on products. Ask about special pricing for map data bundles.
Regions & Boundaries
Gain a deeper understanding of geography within a country with robust map data for location analysis and visualisation.
Demographics
Get to know your audience in terms of number of households, population figures by sex and age band plus the number of unemployed.
Purchasing Power
Understand disposable income by tiered area with this key indicator for effective location and sales territory planning.
Free Data Life Support
All data products supplied by Europa Technologies include free, world-class, lifetime support.
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How can we help you?
Do get in touch if you would like more details about Consumer Profiles for South Africa (technical, licensing, pricing, etc.) or would like to arrange a personalised demo. Our product specialists will be happy to provide you with a free consultation.