According to TransUnion's Consumer Pulse Study (CPS) for the second quarter of 2026, South African consumers are grappling with rising inflation and declining financial optimism. Furthermore, 79% of respondents cited inflation as a major problem, forcing households to change their spending and borrowing habits to cope with financial pressure.
Financial Pressure on Households
Households in South Africa are experiencing significant financial strain as the cost of living continues to outpace income growth. The CPS study revealed that nearly four out of ten South Africans (39%) expect to miss at least one bill or loan payment in the coming months, highlighting the persistent impact of inflation on family finances.
The results indicate that despite adapting to difficult economic conditions, there is no widespread recovery. Instead, households are forced to make increasingly complex decisions as the pressure on purchasing power changes their approaches to spending, borrowing, and saving.
Erosion of Trust and Optimism
Ayesha Hatea, Director of Research and Consulting at TransUnion South Africa, notes that 'Consumers are still coping, but the margin for error is shrinking. Even a moderate increase in the cost of necessities forces difficult decisions, which is reflected in reduced confidence and more cautious credit behavior.'
Although the financial situation of households remains relatively stable compared to the previous year, confidence in the future continues to decline. The survey found that 43% of respondents feel their financial situation is better than expected, slightly lower than the 44% recorded in the second quarter of 2025. However, four out of ten consumers (40%) stated that their financial situation is worse than planned, indicating ongoing pressure on many families.
Financial optimism is also weakening: two-thirds (66%) of respondents are optimistic about their financial future, down from 71% the previous year, while the share of pessimists rose from 15% to 19%.
Income and Expenses
Income expectations are also falling. Seven out of ten South Africans forecast household income growth over the next 12 months, compared to 75% the previous year. However, the gap between earnings and the cost of living remains a serious issue: only 37% of respondents believe their income keeps pace with inflation, while 41% disagree.
It is unsurprising that rising prices for essential goods such as food and fuel rank among the top three problems for 79% of respondents. According to Hatea, inflation remains the biggest challenge for households. She emphasizes that 'even where incomes are growing, basic expenses quickly absorb that support. This makes budgeting discipline and financial literacy more important, as households need to know where they can adjust spending when pressure increases.'
Cutting Non-Essential Spending
Faced with increasing financial pressure, South Africans are tightening their household budgets and reducing spending on luxuries. More than half of respondents (53%) reported cutting non-essential expenditures in the last three months, including dining out, entertainment, and travel. Additionally, 28% canceled subscriptions or memberships, and 24% reduced or stopped spending on digital services such as internet, streaming platforms, and pay television.
The study also revealed various approaches to debt and savings. Nearly a third (32%) is accelerating debt repayment, and 27% are increasing contributions to reserve savings or stockpiles. One in five respondents reported increasing retirement savings. Nevertheless, not all households can strengthen their finances: fourteen percent are cutting pension savings, another 14% rely more on accessible credit, and 13% are using retirement savings to cover expenses.
Outlook and Credit Caution
In the future, consumers anticipate further increases in the cost of necessities. About 37% predict an increase in utility bills and loan repayments over the next three months, and a third expects higher medical expenses. While 36% intend to increase contributions to retirement savings or investments, 16% plan to reduce them.
Hatea concludes that 'These findings show how carefully households are trying to manage trade-offs. Some consumers are still building buffers and paying down debt, while others are using savings or credit to get through the month. Therefore, the overall picture is one of sustained financial adjustment, not simple improvement.'
Despite the financial pressure, access to credit remains an important part of financial planning. The vast majority of respondents (92%) believe that access to credit products is vital for achieving financial goals, which has not changed compared to last year. Perceived consumer access to credit is improving: 45% feel they have sufficient access to credit, up from 38% the previous year. Half of the respondents also believe they will be approved for a loan application.
However, improved confidence is not leading to increased demand. Only 36% of consumers plan to apply for new credit or refinance existing debt within the next year, remaining roughly unchanged from 2025. Among those considering taking out a loan but declining, 30% cite the cost of borrowing as the main reason. Credit history is a barrier for 23%, and concerns about income or employment for 22%.
Digital Finance and Risks
The study also points to the growing adoption of digital financial services. Among digital banking users, 46% bank with purely digital institutions, and 56% used 'buy now, pay later' services. Nearly a quarter (23%) also uses digital or fintech providers.
Nevertheless, the rise in digital participation is accompanied by growing concerns about fraud and cybercrime. Over half of respondents (56%) reported being targeted by online, email, phone, or SMS scams in the last three months. The most common type of fraud is voice phishing (vishing), affecting 34% of victims, followed by SMS phishing (smishing) at 33%, and email phishing at 31%.
Furthermore, 26% of respondents reported being informed that their personal information or online account data was exposed due to a data breach in the previous three months. Consumers are taking steps to enhance their online security: more than half (53%) change passwords in response to cybersecurity issues, 37% check their credit reports, and 12% purchase antivirus or internet protection software.
Seeking Financial Control
Despite the challenging economic environment, the study shows that South Africans are actively managing their financial well-being. More than a third (34%) monitor their credit reports monthly, 13% do so weekly, and 6% do so daily. More than half of respondents (52%) believe their credit score will improve if lenders consider additional financial information beyond traditional credit reports, including rent payment history, 'buy now, pay later' transactions, and short-term loan repayments.
Overall, the latest Consumer Pulse Study from TransUnion paints a picture of resilience tempered by growing financial constraints. South African households continue to adapt by cutting non-essential spending, managing debt more carefully, and seeking greater control over their finances; however, persistent inflation and the rising cost of living continue to test their ability to withstand further economic shocks.