The 2017 survey polled 3 500 individuals, aged 18 years and older, in both metropolitan and non-metropolitan areas in South Africa to establish a ranking of top brands in 32 Consumer categories. Similarly, 468 business leaders and decision-makers were interviewed to establish the top brands across twelve Business categories.

Reardon Sanderson, GM sales and marketing at Tiso Blackstar Group, says, "Consumers and businesses are under increasing pressure to manage their budgets. The Top Brands survey provides valuable consumer insights to equip marketers in planning their campaigns more effectively and with far greater knowledge of the factors that influence consumer spending and brand loyalty. The survey intelligence is essential for advertisers."

Despite the economy, the 2017 research showed an ongoing attraction to luxury spend items, tempered by an increase in insurance policy ownership.

Nuala Harris-Morele, of Kantar TNS, adds, "While 2017 saw a downgrade of the South African economy, and some pressure on food prices through Rand fluctuations, South Africans seem to have, through some dramatic spending changes last year, found a way to manage their budgets better and create space for some additional luxuries here and there."

"While we see an increase in spending on beauty and cosmetics, alcohol, electronic appliances, and sit-down restaurants, we can’t necessarily attribute it as irresponsible spending. We also noticed an increase in both long and short-term insurance policy ownership," says Harris-Morele.

In the 2016 Top Brands Business categories, Vodacom won the Overall Grand Prix and also won in the telecommunications category as well. Woolworths was awarded the 2016 Community Upliftment Grand Prix, and Nedbank claimed the 2016 Green Grand Prix for its environmental sustainability campaigns.

In the 2016 Top Brands Consumer categories, Koo bagged the Overall Grand Prix while Coca-Cola took the Community Upliftment Grand Prix as well as the Green Grand Prix Award.

A total of 43 awards will be announced at the Sunday Times Top Brands on Thursday, 27 September.

For more information, visit www.tnsglobal.com. Alternatively, connect with them on Facebook or on Twitter.