A bottle of All Gold Tomato Sauce has increased from R1,39 to nearly R35 in 40 years

A familiar South African household favourite has become a striking example of how inflation has eroded the purchasing power of consumers over the past four decades.

The price of a bottle of All Gold Tomato Sauce has increased from just R1,39 in 1986 to R34,95 in 2026, representing a massive jump of more than 2,400%.

The comparison highlights how much more South Africans have to spend on everyday groceries today, even when buying products that have remained largely unchanged over the years.

The figures were highlighted in a report by Daily Investor, which used the popular tomato sauce brand to demonstrate the long-term impact of inflation on household finances.

In 1986, South Africans could buy a bottle of All Gold Tomato Sauce for R1,39.

Forty years later, the same familiar product costs R34,95.

That means consumers now pay approximately 25 times more for the product than they did in 1986.

The comparison is particularly interesting because All Gold Tomato Sauce has retained its familiar ingredients and glass bottle packaging over the years. This makes it a useful example of how the cost of everyday household products has changed.

The tomato sauce comparison also highlights an important issue the inflation rate experienced by households does not always match the official inflation figures.

Research by investment manager NinetyOne found that South Africa’s headline inflation averaged approximately 7,5% per year between 1986 and 2026.

However, a basket of common household goods increased by an average of 9,1% annually over the same period.

This difference matters because food, household essentials, insurance and healthcare costs can put considerable pressure on household budgets.

The rising price of everyday products also has important implications for South Africans saving for retirement.

Money kept in cash or low-growth investments may struggle to maintain its purchasing power over several decades.

NinetyOne’s research highlights the importance of investing in assets that can generate returns above inflation over the long term.

Equities, including shares listed on the JSE and international stock markets, have historically delivered inflation-beating returns over extended periods, although they also carry investment risks.

The lesson is simple: saving money is important but ensuring that those savings grow faster than the cost of living is equally important.

A bottle of tomato sauce might seem like an unusual way to measure the cost of living, but its journey from R1,39 to R34,95 tells a story that South African consumers understand every time they visit the supermarket.

Sources: NinetyOne inflation research, The price of one bottle of All Gold Tomato Sauce went from R1.39 to R34.95 in 40 years – Daily Investor

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