85% of South Africans rely on loyalty programmes as living costs bite

Stephen Grootes speaks to Amanda Cromhout, CEO of Truth about new research showing just how deeply embedded loyalty programmes have become in South African consumer behaviour, with 85% of consumers actively using them.

Listen to the interview in the audio player below.

South Africans are increasingly leaning on loyalty programmes not just for rewards, but as a practical way to stretch their budgets in a tough economic climate.

According to the latest Truth & BrandMapp Loyalty Whitepaper, 85% of South Africans now actively use loyalty programmes, up from 82% a year ago. This serves as a clear sign that rewards systems have become deeply embedded in everyday spending habits.

The study, which draws on insights from tens of thousands of consumers across income groups, paints a picture of a mature and highly engaged loyalty market, where participation is no longer optional, but essential.

With the cost of living continuing to rise, many households are using cashback, discounts and partner deals to offset everyday expenses like groceries, fuel and healthcare.

Speaking to Stephen Grootes on The Money Show, Amanda Cromhout, CEO of Truth says on average, South Africans now belong to more than 10 loyalty programmes each, more than double the number a decade ago.

She says this also reflects the increased competition among brands to retain customers.

"In the Truth and Brand Map Whitepaper we discussed that 42% of South Africans claim that rising food costs keep them awake at night, and that's the third biggest thong that keeps them awake at night. And loyalty programmes are the  third-most claimed way of South Africans saying 'I can save money here'.

- Amanda Cromhout, CEO - Truth

"Loyalty programmes are no longer a nice to have, and a few perks and a few points. It's actually a strategic tool that South Africans are relying on to help them get through the month."

- Amanda Cromhout, CEO - Truth 

"The one thing that has never changed, is that consumers really want the value of cash. So if it's pure cash that comes straight into your bank account or whether it's points that get converted to cash..."

- Amanda Cromhout, CEO - Truth

Scroll to the top of the article to listen to the full interview.