Less than half of Baby Boomers can read English, compared to 81% of Generation Z
Heritage Day in South Africa, also known as National Braai Day, celebrates the unifying power of food and culture in this diverse nation. On this day, South Africans from all backgrounds come together to enjoy traditional dishes like boerewors, grilled on a braai and served with pap, as well as popular street foods like bunny chows and gatsbies. Food serves as a bridge across cultural and language divides, fostering shared experiences among people who speak different dialects.
Eighty20 Consulting explores the role of language in South Africa, which has 11 official languages and a national anthem featuring three dialects. Their analysis, based on the General Household Survey and MAPS, a representative survey of 20,000 people produced by the MRF, reveals the complexity of language use in the country.
The MAPS survey shows that nearly 31 million people can read and understand English, followed by 16 million for IsiZulu and 11 million for Afrikaans. Language use patterns indicate that speakers of indigenous languages are more likely to know other languages compared to English and Afrikaans speakers. For instance, over half of IsiXhosa speakers also speak English, and among speakers of Xitsonga, more than half speak another indigenous language in addition to English.
English is increasingly becoming more common, especially among younger generations. For Baby Boomers (average age 66), less than half can read and understand English, while 81% of Generation Z (average age 21) can. Conversely, proficiency in Afrikaans is declining among younger people. In contrast, 39% of Gen Z can speak IsiZulu, highlighting the importance of indigenous languages.
Primary language usage correlates with education and economic status. Among the upper-income group (LSM 8-10), 55% speak English or Afrikaans most often, while in lower-income groups (LSM 1-5), IsiZulu or IsiXhosa prevails.
Demographics for primary language
Reverting to the National Braai Day theme, we can explore how food transcends cultural and language barriers through South Africans' grocery shopping habits. The MAPS survey reveals intriguing language trends based on where people buy their braai essentials:
Checkers and Woolworths: English is the dominant language among shoppers, but Checkers has nearly double the penetration in the Afrikaans market compared to other retailers.
IsiZulu: This language shows consistent penetration across most stores, with the lowest at Checkers (15%) and the highest at Boxer (32%).
Spar: Notably appeals to IsiXhosa speakers, with 25% of its customers identifying as such —10 percentage points higher than any other chain.
Pick n Pay, Shoprite, and Spar: These stores reflect South Africa’s diverse demographic due to their wide reach in both urban and rural areas.
"While 38% of Checkers shoppers and 34% of Woolworths customers primarily speak English, nearly two-thirds communicate in another language at home. This presents a valuable opportunity for retailers to connect with South Africa's diverse population by embracing multilingual communication and catering to a rich tapestry of cultural identities." says Andrew Fulton, Director at Eighty20.“Braais, or Tshisanyama (meaning "buy and braai meat"), are more than just about grilling food—they are about bringing people together. Whether it's around a fire or a dining table, South Africans from all walks of life come together to share a meal, bond, and most of all, communicate,” concludes Fulton.
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