South African shoppers have long been told that buying in bulk is the smart way to save. Whether it’s dishwashing liquid, maize meal, or body wash, the assumption has been clear—the bigger the pack, the better the value. But recent trends suggest that this might not always be true. In many cases, smaller packs are now proving to be more cost-effective than their bulkier counterparts.
This unexpected pricing reality isn’t a coincidence. It’s a result of strategic decisions made by manufacturers and retailers, shaped by evolving consumer behaviour, competitive marketing, and the subtle psychology that drives how we spend.
A key reason why smaller packs sometimes offer better value per unit is promotional pricing. Many brands use aggressive pricing on smaller items to attract new customers. Take for example a 250ml bottle of body wash priced at R19.99, while a 1-litre bottle from the same brand might retail for R89.99. While logic suggests the larger bottle should offer a lower price per millilitre, the smaller one might be subsidised as an entry-point offer to pull in new buyers.
South Africa’s retail environment is also shaped by the popularity of single-use sachets and small packaging, especially in informal trade. For millions of consumers, it’s more practical to spend R2–R5 on a single-use pack of washing powder or cooking oil than R150 on a family-size pack. To serve this market, companies often make smaller packs more affordable—even on a per-unit basis—than their bigger versions.
Another factor is stock turnover and expiry. Perishable items and toiletries often have limited shelf lives. Retailers prefer to sell smaller packs quickly to avoid expiry risks. Larger packs, which move slower, may incur storage costs or losses from expired stock, leading retailers to mark up their prices to compensate.
Psychological pricing plays a large role too. Most consumers focus on the sticker price, not the cost per millilitre or gram. A 500ml cooking oil bottle at R30 feels more affordable than a 2-litre version at R105, even if the latter offers marginally more quantity for the money. Brands use this perception to steer buying behaviour, often making the smaller option appear more attractive.
Then there’s marketing. Brands frequently label bigger sizes as “value packs” or “family saver bundles,” even when the numbers don’t add up. There’s also “shrinkflation” at play—where the price stays the same, but the quantity decreases quietly. A product that was once 500g might now be 450g, leaving the smaller option relatively cheaper by comparison.
So how can South African consumers shop smarter? Always compare the price per unit—per litre, per kilogram, or per serving—before assuming that the bigger option is cheaper. Look out for promotions on smaller packs; buying three 500g packs on sale could be more economical than one 2kg bag. Also, consider your actual usage. If a product expires before you finish it, you’ve effectively wasted money.
In a market where shelf labels and packaging can mislead even the most seasoned shopper, it pays to look past the “bigger is better” mindset. The next time you’re comparing that jumbo-size tub of peanut butter with its smaller sibling, crunch the numbers first. The real savings might just be in the smaller pack.