"Killing Us": Mzansi Households Are Cutting Back to Survive Rising Costs
- A TikTok creator broke down a new report showing how deeply South Africans are cutting back to manage the rising cost of living
- Food deliveries, DStv, streaming services and even medical aid are among the first things households are dropping
- Viewers flooded the comments with their own stories of cancelled medical aid and sky-high rent in Cape Town
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South Africans are making some tough calls at the household level, and a viral TikTok is putting the numbers to what many are already feeling.
A creator known as @ejv_27 posted a finance-explainer video on 25 September 2026 breaking down findings from the Nielsen IQ South Africa Consumer Outlook and a separate TransUnion report. The numbers paint a picture of a country where budgets are stretched to breaking point.
What South Africans are dropping first
Food is taking the biggest hit. According to the Nielsen IQ data shared in the video, 45% of consumers are cutting food deliveries and takeaways, while 43% are spending less at restaurants. Another 43% have reduced spending on movies, concerts and social outings. Even grocery baskets are being trimmed, with 42% removing non-essential items like snacks and sweets, and 43% dropping ready-to-eat meals.
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Technology upgrades are also being delayed, with many consumers holding off on new phone contracts. The TransUnion figures add another layer: 28% of consumers cancelled subscriptions or memberships outright, while 24% reduced spending on digital services. Some DStv subscribers are reportedly switching to cheaper packages, free ad-supported platforms, or simply using YouTube.
Why medical aid cuts are raising concern
Perhaps the most concerning trend is the pullback on healthcare. A third of consumers said they plan to reduce spending on medical care, with some downgrading their medical aid cover or postponing non-urgent treatment. Seventy percent of respondents cited the rising cost of living as the main reason they feel worse off financially.
View the TikTok video below:
Mzansi responds
The video struck a nerve, with viewers sharing personal accounts in the comments on the page:
@Nyeleti wrote:
"A relative cancelled their medical aid of R7600 and 4 months later, boom there is a medical condition of R180 000 for a procedure and hospital stay, now there is a group to assist. Waiting period in government is 2 years, so they might be gone if no immediate action is taken."
@sarah_motherhood said:
"Medical aid is literally the price of an entire salary…."
@Kyle Davids shared:
"Housing and food prices are killing us in Cape Town."
@patonia3 put it plainly:
"Listen! The belt is broken there is nothing to tighten anymore."
@Bayfar15🇿🇦 added:
"DStv must be the first to be cut… their fees are absolutely ridiculously expensive… rather go for Netflix… etc."
@nonto_gee explained:
"I downgraded my medical aid to be the lowest, I go the whole year without consulting. Now my medical aid is lower than my employer's contribution, so basically my employer pays 100%. Better that than having none at all in my opinion."
More Briefly News stories on costs
- A South African property consultant revealed the upfront costs of renting a studio in Dubai, including deposits and additional fees.
- A South African content creator shared his daily expenses while exploring Vietnam, comparing the costs with prices in rands.
- The 2026 costs of visiting the Sterkfontein Caves at Gauteng’s Cradle of Humankind have been revealed, including ticket prices and opening times.
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Source: Briefly News
