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By Happy MaKhumalo Ngidi, Chief Marketing Officer at Proudly South African

Despite this long and arduous journey toward gender equality and women’s empowerment, women in South Africa have shown incredible resilience and carved out a place in society not only as caregivers but also as captains of industry, entrepreneurs, social activists, and business leaders.

Fifty years ago, it would have been unheard of to talk about the immense purchasing power of female consumers. Fast forward to 2026, and women’s advancement in labour force participation, business ownership, leadership roles, and education has correspondingly increased their spending power and made them a force to be reckoned with.

According to the findings of a report by global market research firm Nielsen, the purchasing power of South Africa’s 18 million female consumers is undeniable, given that 71% of them are responsible for grocery shopping, while 60% are the primary purchasers within South African households, making them a force to be reckoned with in the local retail sector.

The findings of this report were reaffirmed by a similar study conducted by the University of Stellenbosch’s Bureau of Market Research (BMR), which found that the purchasing power of women is no longer a segment but a defining force, influencing consumer markets and brand loyalty. 

“Employed women are particularly influential, with high participation rates in loyalty programmes and online shopping. This trend reflects a clear behavioural shift towards brand awareness and the expectation of value from brands.

It is therefore imperative for society to galvanise its support for women-owned businesses and rally the public to be intentional about supporting locally manufactured goods and services.

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Women entrepreneurs play a vital role in shaping our society, from nurturing families to driving economic growth. Women are nurturers by nature, and this caregiving nature is attested to by studies of the United Nations, which show that women reinvest up to 90% of their earnings back into their families and communities, compared to 35% of men.

This is particularly pertinent in a country like South Africa, which is battling social ills such as drug and alcohol abuse and the triple challenges of poverty, unemployment and inequality.

This reinvestment by women helps to drive improvements in health and education and creates a domino effect that benefits everyone. This highlights the transformative power of supporting women entrepreneurs.

Moreover, women entrepreneurs bring unique and innovative solutions to the table, often addressing unmet market needs and creating products and services that are inclusive and sustainable. There is a myriad of important social and economic outcomes that can be generated by supporting women-owned enterprises. Supporting women-owned businesses stimulates diversity and innovation. Women-owned businesses contribute to a more vibrant and dynamic economy by bringing innovative ideas and diverse perspectives. This helps to enrich the product and service outcomes and brings renewed energy and excitement into the market.

Supporting women-owned enterprises also helps to bridge the gender gap and creates a more inclusive economy. This is important in a society such as South Africa, where women in general, and African women in particular, remain the face of poverty. As we lobby for support of women-owned enterprises, we should equally champion the empowerment of local supply value chains by advocating for support of locally manufactured goods and services.

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