South Africans are tightening their budgets but continue to prioritise health, wellness and small indulgences, according to a new spending report.
The SpendTrend26 report by Discovery Bank, which analysed consumer behaviour between 2021 and 2025, found that many higher-income earners are becoming more intentional with how they spend their money.
Consumers are increasingly focused on value, making use of rewards programmes, comparing prices and seeking out discounts. Despite this, they are still setting aside money for everyday treats.
Health and wellness spending remains a key priority. Supplements and vitamins top the list, followed by fitness-related expenses, weight management and cosmetic procedures.
The report highlights growing interest in weight-loss support, with a notable share of consumers spending on dieticians, clinics and medication. In particular, the rise of GLP-1 therapies, commonly associated with appetite control and weight management, is emerging as a significant trend.
This shift is also beginning to influence other spending categories, including food choices, takeaway habits and alcohol consumption.
At the same time, small indulgences continue to hold their place in consumer behaviour. Coffee spending has increased, both in frequency and in the amount spent per purchase, indicating its status as a daily essential for many.
Eating out and takeaways remain popular, often driven by payday cycles, promotional offers and the desire for a reward.
The report also shows that consumers are becoming more strategic with their finances, with over half actively searching for bargains, a growing number willing to buy second-hand goods, and many still budgeting for small personal treats.
Overall, the findings suggest that resilience in consumer spending is being shaped less by large purchases and more by careful, value-driven decisions that still allow room for enjoyment.
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