10 local brands that South African emigrants miss the most
Many South Africans have left the country for pastures new, but they still miss things from home, including South African brands like Woolworths, Spur, Nik Naks, and more.
The University of Cape Town’s Liberty Institute of Strategic Marketing recently surveyed over 1,500 South Africans living in 73 countries for its South African Diaspora Report.
While the report noted severe negatives about South Africa, including fears about crime, it also highlighted several positives that South Africans missed.
This included 72% of respondents stating that they missed South African brands, even with some access to them overseas.
The ten brands and products that South Africans miss include:
- Woolworths
- Biltong
- Mrs Balls
- Spur
- Ouma
- Steers
- Nik Naks
- Peppermint Crisp
- Nandos (SA Version)
- Appletiser
Aside from brands, other things South Africans miss include their friends and relatives, as well as the climate.
Nearly 80% of respondents said that they missed people, friends, and family. “You can’t replace South African warmth,” the report said.
South Africa’s weather, open spaces and wildlife also featured highly, with “Sunshine that actually feels like sunshine.”
The majority of respondents come from highly educated, wealthy backgrounds, with 90% holding at least one tertiary qualification.
Moreover, about 60% of those surveyed earned more than $100,000 (R1.6 million), and a further 20% more than $200,000 (R3.2 million).
The United Nations and Statistics South Africa’s mid-year population estimates suggest more than 1 million South Africans live overseas. The UK, Australia, and the USA account for over half of the diaspora.
The main reason for leaving was South Africa’s high crime rate, with 46% citing it as a reason for leaving.
32% wanted a better future for their children, 27% sought better jobs and careers, 19% wanted international experience, and 17% highlighted South Africa’s economic uncertainty.
When expats would consider coming home
Stats SA said that the number of South African expats returning home dropped by 40%, declining from
46,000 in 2011 to 27,000 in 2022.
The survey echoes this trend, with only 17% saying that they plan to return to South Africa. Another 40% were unsure, and 43% said that they will never return.
South Africans living in Australia and New Zealand were least likely to return, with 66% and 70%, respectively, stating they would never return.
Expats most likely to return home were those who:
- Left SA within the last three years
- Own property in SA
- Are either high or low earners
- Remit large amounts of money to SA
- Have children born in SA
- Are optimistic about SA’s future
- Are more likely to feel homesick
For other diaspora, returning to South Africa would depend on improving crime and safety, scrapping specific government policies like BEE, a stronger economy and improved infrastructure.
With reporting from Bloomberg
Loading ...