<![CDATA[Research Aims: Food is essential to human survival, but the COVID-19 pandemic posed significant risks to the food value chain in many countries, including South Africa (SA). The pandemic disrupted the food supply chain, creating an unprecedented challenge for the SA food and beverage industry. This study aims to use time series methods to investigate and understand how the COVID-19 pandemic has affected food and beverage sales trends in SA. Design/methodology/approach: The monthly food and beverage sales data is analysed using the Box-Jenkins methodology. Research Findings: A SARIMA(0,1,1)(1,1,1)12 model is confirmed as the best model based on the Akaike Information Criterion. The Root Mean Square Error and Mean Absolute Error metrics support the model's forecasting performance. The findings reveal that the COVID-19 pandemic harmed the food and beverage industry, with sales not yet fully recovered to pre-pandemic levels. This highlights the severity of the pandemic's effects on South Africa’s food and beverage industry. However, there is a positive sign of recovery, with future food and beverage sales expected to rise. This recovery is driven by the adoption of digital technologies by many food and beverage companies, enabling them to adjust to the evolving circumstances. Businesses adopting digital solutions like online ordering, delivery platforms, and mobile marketing witness a more robust recovery. Such investments aid food and beverage companies to broaden their clientele, improve operations, and adapt to changing consumer demands post-pandemic. Expanding online ordering, subscription-based delivery, contactless payments, and catering to dietary needs attracts new customers and enhances brand reputation. Theoretical Contribution/Originality: Keywords: South Africa; Food and beverage sales; forecasting; COVID-19 pandemic.]]>
