The South African middleclass consumer market is changing rapidly. Specifically, the female market is attracting interest because many women can now afford a new range of products and services as they become financially emancipated and independent. Specifically, the black female upcoming middleclass consumer comes under the spotlight because they are now economically empowered to exercise their choice to buy material goods and services. Noteworthy is also the fact that several women from all over Africa are absorbed by the South African economy, and these women also experience the benefits of the growing female middleclass and adapt new consumer behaviours.

In this Bon Bon interview, prof Christo Bisschoff of the NWU Business School discusses the upcoming female consumer market with prof Mornay Roberts-Lombaard is a PhD Alumnus of the North-West University and employed at the University of Johannesburg. Prof Roberts-Lombaard is widely recognised as one of the leading experts on South African consumer behaviour. He is the editor and author of the newly released edition of his book on South African Consumer behaviour. Prof Roberts-Lombaard explains the changing dynamics of South African female consumers and how this market opens up new opportunities for a myriad of products; among these products and services are cosmetics, entry level vehicles, banking and insurance.