SA’s top 100 brands see 12% growth in 2026, including rising stars PEP and Boxer

South Africa’s top 100 brands grew 12% to R771 billion in 2026, signalling the resilience and brand strength of local leaders.

This was according to a report by independent valuator, Brand Finance South Africa, which involved customer surveys across various sectors to determine brand strength and value.

Strategy and Insight Consultant David Wingfield explained that the Brand Strength Index is calculated based on factors such as familiarity, attribute-based questions, and revenue data.

This objective measure provides a comprehensive view of the South African brand landscape.

While he highlighted the dominance of the big three brands: MTN, Vodacom, and Standard Bank, the real power lies in the rise of retail fintech hybrids.

"The ones that were the real big surprises, I guess, are always the ones that make really big moves,” he said.

Rising stars included PEP and Boxer, which are showing significant growth in brand value of 76% and 55%, respectively.

He explained that these brands have successfully evolved from traditional retailers to offering fintech solutions, such as mobile phones and banking services, which have helped them gain a strong foothold in the market.

"[PEP] sells a lot of smartphones. They've sold 14 million of them in the full year of 2025."

He noted that these two brands are a testament to the power of innovation and adaptability in the South African market.

To listen to Wingfield in conversation with CapeTalk’s Clarence Ford, use the audio player below: