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Your Christmas dinner will not cost that much more than it did in 2021, but most of us have less money than we had at Christmas last year. High inflation and the high interest rates that followed have taken a big bite out of the budgets of middle-income consumers.
The rising cost of living has taken a toll on the financial wellbeing of most consumers in South Africa, with the majority of consumers feeling that their financial situation has stayed the same or worsened over the past year according to Deloitte’s State of the South African Consumer report.
The report indicates that most consumers lack confidence in their ability to absorb future shocks and they are more concerned about the level of their savings, while their spending intentions have also changed with essentials taking the bulk of their wallets.
With spending on essentials, such as food and housing taking a bigger share of the household wallet, the share of discretionary spending, such as splashing out on food for Christmas dinner, is under pressure.
Lower and middle-income groups now tend to divert more of their income to food, housing and education, while the upper income groups are showing an intention to spend more on leisure and entertainment.
According to the report, shoppers try to save when buying food to mitigate the pressure from rising prices, with grocery shoppers most likely to choose meals to make the most of food they have at home (44%) and dedicate more time to planning their shopping (42%). In addition, roughly one third is switching to cheaper proteins and buying store brands.
However, the report also indicates that, despite financial pressures, South African consumers still seek opportunities to treat themselves to a little bit of joy.
ALSO READ: South Africans increasingly worried about personal finances
Looking at the prices charged at Checkers for Christmas fare, it seems that consumers are not that much worse off. A Forage and Feast festive gammon costs R199.99 per kg, the same as last year, while a rolled pork belly costs R119.99 per kg, a bit more than the R99.99 per kg in 2021.
If you are not into red meat for Christmas dinner or save some money, you can buy Simple Truth free-range chicken at R59.99 per kg, which also costs the same as last year.
Adding side dishes, you are looking at paying R34.99 per kg for peas, a bit less than the R37.99 last year, while mixed vegetables are also a bit cheaper this year at R28.99 per kg compared to R34.99 last year. Add rice, that is also cheaper at R59.99 per kg compared to R67.99 last year.
To satisfy every sweet tooth at the Christmas table, you can get a Forage and Feast iced Christmas cake for R149.99 per 800g, the same as last year, or Forage and Feast sticky toffee pudding for R99.99 per 500g, also the same price as last year.
Your snack budget will also not change too much, with Bakers Choice Assorted biscuits selling for R99.99 per kg, a bit less than the R109.99 charged last year. You can buy three packets of Lays chips for R48, also a bit less than last year when you could buy two packets for R35.
If you want to treat your guests with a bottle of bubbly, you can buy a 750ml bottle of Odd Bins Cap Classique for R99.99, also the same price as a year ago. Two bottles of Coke or Fanta Zero costs R34, just a bit more than a year ago.
ALSO READ: Basic food basket gets even pricier, will hit poor households hardest
Unfortunately, looking at the November food basket prices supplied by the Pietermaritzburg Economic Justice & Dignity Group, low-income consumers are paying a lot more for food now compared to last year.
Most items cost more, with only two products that are cheaper than last year: 10kg of rice, that now costs R135.76 compared to R139.64 a year ago and 10kg of potatoes that now costs R63.83 compared to R87.71 last year.
Low-income consumers who want o have meat for dinner, will have to pay R378.94 for 10kg of frozen chicken portions that they paid R347.54 for last year, or R181.96 for 2kg of stewing beef, that they paid R171.56 for a year ago.
Adding vegetables will also cost more, with 5kg of carrots costing R37.67 compared to R25.86 last year, eight bunches of spinach costing R93.19 compared to R77.83 last year and 6kg tomatoes costing R108.83 compared to R97.97 last year.
Income for low-income consumers has not kept up with inflation at all, which means that they will have to face another Christmas without the luxuries that middle-income consumers can still just afford.
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