ANALYSING THE POST-EFFECTS OF COVID-19 ON FMCG SMES IN GAUTENG PROVINCE, SOUTH AFRICA

Cleopatra Moipone Matli (), Tshepo Tlapana (), Nomkhosi Pearl Shandu () and Tinashe Musasa ()
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Cleopatra Moipone Matli: Durban University of Technology, Durban, South Africa
Tshepo Tlapana: Walter Sisulu University, Butterworth, South Africa
Nomkhosi Pearl Shandu: Coca-Cola Beverages South Africa (CCBSA), Johannesburg, South Africa
Tinashe Musasa: University of Botswana, Gaborone, Botswana

Business Excellence and Management, 2026, vol. 16, issue 1, 79-96

Abstract: This study examines the post-pandemic effects of COVID-19 on small and medium-sized enterprises (SMEs) in the fast-moving consumer goods (FMCG) sector in Gauteng Province, South Africa. The aim of this research is to bridge a gap in the existing literature on FMCG shopping habits, particularly in the post-pandemic context. A quantitative and descriptive research approach was employed, utilising convenience sampling to select 398 owners of small and medium-sized FMCG enterprises from a total population of 70,992. Data were collected through an online questionnaire and analysed using SPSS to gain insights into the pandemic's impact on this crucial sector of the South African economy. The data analysis revealed that COVID-19 negatively affected FMCG SMEs in Gauteng, particularly regarding consumer purchasing behaviour and sales revenue. This study highlights the lasting impacts of the pandemic on SMEs within the FMCG sector. It recommends that SMEs build resilient, pandemic-proof supply chains by incorporating online platforms, revising sourcing policies, engaging new vendors, simplifying product lines, and assessing supply chain robustness. Additionally, SMEs should integrate technology and online platforms into all operational processes to enhance adaptability to environmental uncertainties such as pandemics.

Keywords: Consumer purchasing behaviour; COVID-19; Fast-moving consumer goods; Post-pandemic; Small and medium-sized enterprises (search for similar items in EconPapers)
Date: 2026
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