From lucky jerseys and silent kicks to garlic bread vs braai roasties, new research reveals the rituals, food and personalities shaping how South Africans watch the Springboks

As the Springboks and All Blacks currently face off in rugby’s Greatest Rivalry, it seems South Africans have plenty of rivalries of their own to settle before kick-off.

Almost one in three South Africans (32.6%) admit to avoiding talking during kicks at goal because they believe it might help the Springboks win. A further 27.6% have worn the same jersey repeatedly for the same reason, while others stick to the same people, food or seat when the Boks are playing.

These are some of the findings from Pick n Pay’s new Match Day Survey, conducted independently with 1,100 South Africans, which looks at how fans prepare for, watch and experience rugby – and the food, traditions and rituals that have become part of the occasion.

“Match day is about much more than watching the game. It’s the people you watch with, what you put on the table, who takes charge of the braai – and, apparently, whether you dare to speak during a kick,” says Katherine Madley, Chief Marketing Officer at Pick n Pay.

While the Greatest Rivalry will play out on the field in the coming weekends, the survey reveals plenty of smaller rivalries happening at home too – garlic bread vs braai roasties, biltong vs crisps, and the Braai Master vs the Snack Table Specialist.

For most South Africans, the match-day action is happening at home. Almost three-quarters (72.5%) prefer watching the game with friends and family, with most gatherings made up of just a handful of people (31% have 4 – 5 people).

The Braai Master is the dominant match-day personality, with 38.2% of respondents identifying with the role. The Snack Table Specialist follows at 20.5%, while the Social Gatherer (15.9%) and Last-Minute Shopper (15.8%) are almost evenly matched. Then come the Loud Commentators (5.9%), Statisticians (2%) and Superstitious Fans (1.8%).

Food is also central to the occasion. Crisps and savoury snacks are the most commonly bought match-day items, with 64.1% of respondents choosing them, followed by braai meat packs (58.1%), boerewors (55.3%) and biltong (52.3%).

Of those who buy ready-made food for match day, 65.7% choose garlic bread, compared with 56.5% who opt for braai roasties. For those choosing convenience with meal preparations, the motivation is largely about making more time for the occasion. 54.7% say ready-made food saves time, 48.3% say it reduces preparation stress, and 32.2% say it gives them more time with guests.

The survey also revealed that rituals around the game are just as important. Gathering the family is the most common non-negotiable tradition, cited by 38.1%, followed by wearing a team jersey or Bok gear (37.8%) and watching the national anthem before kick-off (36.5%). Lighting the braai (28.3%) and having a pre-match drink (23.5%) also make the list.

Then there are the rituals that may be dismissed as superstition. Almost one in five respondents (18.4%) say they have invited the same people because they believed it might help the Springboks win. Another 11% have eaten the same food, 10.5% have avoided changing seats, and 9.5% have sat in a specific place for “luck”.

Madley says that these rituals are part of what makes rugby such a uniquely shared experience. “There may be plenty of debate about what belongs on the braai or who gets the lucky seat, but when the Springboks are playing, rugby gives us something to come together around. That’s what makes match day such a uniquely shared experience,” says Katherine Madley, Chief Marketing Officer at Pick n Pay.