South Africans Turn to Side Hustles as Costs Climb

A NielsenIQ survey finds nearly 75% of financially pressured South Africans are likely to seek additional income streams.

Updated on Nov. 5, 2026 in Spending

Gouache-painted editorial illustration of a woven shopping basket with a few plain coins, one rising above the rim, evoking household budget pressure. — Nearly 75% of financially pressured South Africans say they are likely to seek extra income as rising food, fuel and electricity costs squeeze household budgets, a NielsenIQ survey found. AI Illustration. Upload story photo >

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Do you feel you are financially worse off than a year ago?

NielsenIQ research published by Business Day shows nearly 75% of financially pressured South African consumers are likely to look for extra income. About a quarter are likely to increase their debt to keep up their current lifestyles.

Why it matters

Rising living costs are the biggest reason financially challenged South Africans give for their worsening circumstances. Rising food, fuel and electricity costs are putting pressure on household budgets across the country.

The NIQ Consumer Outlook 2027 survey, covering more than 21,000 respondents across 31 countries, found 41% of South Africans financially worse off than a year ago, compared with 37% the previous year. The extract does not state how long these pressures will last.

The players

NielsenIQ (NIQ)

NielsenIQ is a global consumer intelligence company that measures retail purchasing behaviour and publishes consumer outlook research.

The details

More than four in 10 consumers have stopped buying certain products to focus on essentials, and about half are shopping more often at discount and value retailers. Nearly six in 10 are making greater use of loyalty programmes and reward points, while consumers are tracking the total cost of their shopping baskets rather than individual item prices.

5 November 2026: Business Day publishes the article on the NIQ research findings.
2027: NIQ releases the Consumer Outlook 2027 survey findings.

Big Picture

The NIQ Consumer Outlook 2027 survey, which covered more than 21,000 respondents across 31 countries, provides the benchmark for these South African findings. South Africans' shift toward discount retailers and loyalty programmes reflects the broader cost-of-living pressures measured in this survey.

Households are tracking total basket costs and moving to discount retailers and loyalty rewards to stretch their budgets. Rising food, fuel and electricity bills are the pressures most cited by consumers.

The takeaway

Comparing total basket costs, using loyalty programmes and switching to value retailers are practical ways consumers are already stretching their budgets. Households facing similar pressure may find these steps useful alongside any extra income they can earn.