Rice, a staple beyond the plate.

Did you know that 82% of mass-market households consume rice at least once a week, with over a third eating it multiple times a week? For lower-income consumers, rice isn’t just a staple—it’s a strategic purchase driven by bulk buying, brand trust, and quality over price. Our latest research dives deep into the mass market’s rice-buying behavior, uncovering surprising insights on where they shop, how they choose brands, and why advertising recall remains a challenge.

Rice is more than just a staple in South Africa’s mass market. It’s a product deeply tied to culture, comfort, and consistency. For brands aiming to carve a larger share in this space, understanding the nuances of consumer behaviour will be the key to unlocking long-term loyalty and sustained market growth. Our research involved over 20,000 respondents from the mass market. We used a gamified survey in partnership with our Mali Quiz to gather data on consumption frequency, purchase behaviour, brand recall, and decision drivers.

Let us begin with the fundamentals, consumption habits. The research shows that, rice is not merely a side dish, it is a dietary cornerstone. As mentioned, with a staggering 82% of households consuming rice at least once a week and over a third eating it multiple times a week, it is evident that rice is an essential part of South African meals. This underscores a significant opportunity for brands that can reliably meet this demand.

Now, let’s challenge some assumptions. The data reveals that a significant 56% of mass market households buy rice in bulk, 5 kilograms or more at a time. This insight debunks a common misconception. Lower income consumers don’t always buy in small quantities due to financial constraints. Rather, they are savvy budget managers stretching resources by purchasing in bulk when possible. This is a key consideration for packaging and pricing strategies. When selecting a rice brand, 52% of respondents prioritise quality, taste, texture, and consistency over price, which only 25% consider the deciding factor. This emotional connection to quality brands underscores the importance of delivering on taste and satisfaction. Brand loyalty is strong in this market, with Speco and Tastic leading the way. These brands have become household names, benefiting from deep rooted trust and consistent quality. Even in a budget conscious market, consumers prefer familiar and reliable brands.

Large supermarkets dominate rice sales, with 69% of consumers purchasing from these retailers. However, more than 30% of buyers also choose alternative channels like Spaza shops, wholesalers and street vendors, indicating a diverse purchasing landscape. Despite strong brand loyalty, advertising remains crucial. Half of the respondents recall seeing rice brand promotions on TV or radio, and 30% encounter in-store marketing. However, digital efforts lag, with only 10% recalling online ads, suggesting an opportunity for brands to enhance their digital engagement. To succeed in the rice market, brands should promote bulk packs, emphasise quality, leverage retail channels and boost digital reach. For brands aiming to carve a larger share in this space, understanding the nuances of consumer behaviour will be key to unlocking long-term loyalty and sustained market growth. Rice is more than just a staple. It’s a product deeply tied to the culture and comfort of South African households.

Watch the full video for the market research graphs and results on our social media below.

If you would like to explore more Market Research on your brand or how we can help your brand succeed in the rice market please contact us at info@moya.app or visit our website at MoyaApp for more information.