A pioneering retail concept offering groceries and household essentials at significantly lower prices than traditional supermarkets is attracting growing attention across South Africa's communities.

SKUBU, which opened its first outlet in Diepsloot, Johannesburg, in 2025, operates on a refill-based model that allows shoppers to purchase products without paying for conventional packaging. The retailer claims customers can save as much as 60% compared with prices at larger supermarket chains.

Rather than buying pre-packaged items, shoppers bring their own containers and purchase only the amount they need. Products available include everyday staples such as maize meal, sugar, rice, cooking oil and cleaning products.

Goods are sold according to weight or volume, enabling customers to buy quantities that suit both their needs and budgets. By eliminating packaging costs, the company says it can pass meaningful savings on to consumers.

The concept has emerged at a time when many South African households continue to face financial strain due to rising living costs.

Figures from the Pietermaritzburg Economic Justice and Dignity (PMBEJD) group show that the cost of a basic nutritional food basket for a seven-person household increased from R6,618.99 in April 2026 to R6,634.22 in May 2026.

The organisation also highlighted a continuing affordability gap, estimating that families were spending about R1,154.96 less than what is required to meet adequate nutritional needs during May.

Against this backdrop, SKUBU's lower-cost retail approach has found a receptive market. The company argues that traditional packaging contributes significantly to consumer costs, while its refill system allows shoppers to pay only for the product itself.

Founder Eben de Jongh said the idea was inspired by his years working within the fast-moving consumer goods industry, where he helped manufacturers distribute products through informal retail channels, including spaza shops.

During that time, he observed that products sold in smaller pack sizes often appeared affordable but carried a higher cost per unit, placing a disproportionate burden on low-income consumers.

According to de Jongh, this creates what he describes as a "poverty tax", where households with the least disposable income ultimately pay more while also generating greater amounts of waste.

He said the experience convinced him there was an opportunity to create a more equitable retail system and address a problem affecting millions of consumers.

Expansion plans take shape

De Jongh said the company's mission extends beyond profit, with a strong focus on making essential goods more affordable for underserved communities.

The refill model relies on technology developed by Sonke, which provides connected dispensing systems capable of tracking products throughout the supply chain. The technology measures purchases accurately and automates pricing, helping to keep operating costs low.

Building the business required years of development and substantial personal investment. De Jongh revealed that he sold both his house and apartment to finance the venture and spent approximately four years turning the concept into a workable retail platform.

Since launching, the business has experienced strong customer support. Stores located at Chuma Mall and Bambanani Mall in Johannesburg have attracted thousands of shoppers.

Buoyed by the response, the company is considering further growth opportunities, including a compact container-store format known as SKUBU Nyana.

The smaller concept is designed to operate in areas where full-scale retail infrastructure may not be practical, bringing affordable products closer to residents in underserved communities.

While the refill system also contributes to reducing packaging waste and supports circular economy principles, de Jongh said the primary focus remains affordability.

He added that maintaining product quality is non-negotiable, noting that customers who are carefully managing limited budgets cannot afford to spend money on inferior goods.

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