Leading up to Mother’s Day on Sunday May 14th, we are highlighting the women who make up our Eighty20 National Segmentation (ENS).  The ENS segments the 42m adult South Africans into 8 homogenous groups and 46 sub-segments that provide detailed insight into South African consumer behaviour.

Mass Credit Market

This is an employed, lower middle class, mostly female segment made up of nurses, teachers, and administrative workers. Their average age is 36, with an average personal income of just over R5,000 per month, and a household income twice that.  There are close to 12m people in this segment, who are responsible for about R750bn in annual expenditure. 

Here is a portrait of the women of the Mass Credit Market Segment.

Middle Class Workers

The segment is made up of roughly 4m middle income, credit active individuals with families, mortgages and frequent shopping trips.  Their average age is 40 with a personal income of around R15,000 per month (household income of nearly R25,000) and have roughly R720bn in annual expenditure.

Here is a portrait of the women of the Middle Class Workers Segment.

Heavy Hitters

This is the wealthiest 5% of the population, more assets than any other segment, mostly male, high internet penetration and lots of shopping. Two thirds of this segment is made up of families, with the average age 44, and average personal incomes of R42,000 per month.  They make up nearly R1.5trn in expenditure.  This is the most diverse group in terms of income, with some only barely earning above middle-class incomes while those at the top of the segment are earning multi-million-rand salaries.

Here is a portrait of the women of the Heavey Hitters Segment.

Comfortable Retirees

Older, high-income and asset rich ex professionals and middle- class consumers who benefitted from high earning jobs and retirement plans throughout their careers. Two thirds of them are retired, and are downsizing their lives, with an average household income of more than R30,000 per month.  Their average age is 68, and they still control half a trillion rand in expenditure.

Here is a portrait of the women of the Comfortable Retirees Segment.

Humble Elders

Low income, older and mainly female, with very little media or credit consumption. Two thirds are grant recipients and two thirds are single.  This is the lost apartheid generation, who were not able to earn, save or invest throughout their lives so are now reliant on friends and family.  Their average age is 67 with an average personal income of around R2,000 per month.  Only 10% use the internet regularly, and when they shop it is at Pep.

Here is a portrait of the women of the Humble Elders Segment.

Mothers of the Nation

Low income, female grant recipients, mainly unemployed or underemployed. These are the domestic workers (500,000) and cashiers of our country. Their average age is 35 with an average personal income of around R1,000 per month, although average household income is 8x that. Nearly half are single mothers and nearly 40% are grant recipients. They feed and clothe their families at Shoprite and Mr. Price.

Here is a portrait of Mothers of the Nation.

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