The retail census, conducted by Frontline Research Group (FRG), has become a critical resource for businesses looking to navigate South Africa’s retail landscape.
FRG’s rigorous data collection, which spans all nine provinces, provides an invaluable snapshot of retail outlets, their locations, and their market potential.
Steve Johnson, Managing Director of FRG, says, “This data plays a significant role in guiding both tactical and strategic decisions for businesses aiming to penetrate or expand within the country’s retail sector.”
The 2019 Nationwide Census: Mapping the Retail Landscape
In 2019, FRG embarked on a significant project, conducting a nationwide census that identified 150,857 retail outlets across specific regions, within South Africa, and served to update previous census projects already conducted. This comprehensive study included various types of retail businesses, from large-scale cash-and-carry stores and wholesalers to small informal traders such as shebeens and hawkers. Businesses now had access to detailed, up-to-date data that allowed them to understand the true size and distribution of the market across the country’s nine provinces.
Focused Township Census in 2023: Deep Dive into Soweto, Tembisa, and Umlazi
FRG’s efforts continued in 2023 with a focused retail census in three key South African townships—Soweto, Tembisa, and Umlazi. These areas are known for their vibrant but often underserved informal retail sectors. FRG’s study collected data on 8,586 outlets, within the traditional trade, ranging from wholesalers to independent outlets like shebeens and Spaza shops.
Steve says, “This data provides a deeper understanding of township economies, where much of the retail activity is informal but critical to the local economy.”
2024 Update: Expanding and Refining the Database
In 2024, FRG expanded its retail census once again, with a particular emphasis on outlets handling groceries. This latest initiative added and updated 48,951 outlets across all nine provinces to the database, significantly enriching the scope of information available. These additions ensure businesses can access current, detailed data on grocery outlets—essential for companies in the fast-moving consumer goods (FMCG) industry.
Precision Data: A Strategic Asset for Business
FRG’s approach to data collection is highly detailed and precise. For each retail outlet, FRG captures critical information including a photograph, physical address, geolocation, as well as profiling each outlet.
“This information is invaluable for businesses seeking to understand the size and distribution of the retail market in South Africa. It also plays a key role in route-to-market analysis, a crucial aspect for companies looking to optimize distribution channels, improve logistics, and increase market penetration,” adds Steve.
Strategic and Tactical Applications of FRG’s Data
The retail census data collected by FRG is not only useful for understanding the retail landscape but also serves as a strategic tool for businesses. Whether it’s identifying new market opportunities, optimizing product distribution, or planning marketing efforts, the data helps businesses make informed decisions. The ability to map retail outlets and assess their proximity to consumers is particularly useful for FMCG companies, wholesalers, and logistics providers.
For businesses looking to develop or expand their footprint in South Africa, FRG’s retail census data provides a competitive edge. With insights drawn from both formal and informal sectors, companies can develop strategies tailored to the unique dynamics of the South African retail market.
If you are interested in a demonstration or would like a quotation for receiving the data sets or tracking panel information then contact Steve Johnson, Managing Director on Tel: +230 5493 6376 or email: steve@frontlineafrica.com
