Although many consumers have been hard pressed over the last two years or so, as levels of consumer debt have mounted, the market for baby food has so far been fairly resilient, as purchases are predominantly still made by the upper income groups, who have suffered less than others from the difficult economic situation. Research published by Analytics Business Intelligence indicates that in 2011 some 41% of users of baby food were light users (bought one or two units of baby food in the previous four weeks), 31% medium users (three to five units), and 28% heavy users (six or more units). The proportion of heavy users fell by two percentage points in 2011 compared with 2009, while the proportion of light and medium users rose by one percentage point in each case. Key Findings
-In 2015, the value of the South African baby food market represents an increase of 80.2% over the 2009 level. -Overall consumption increased by 9.5% in 2015, with all sectors except drinks registering growth during the period. Milks account for the largest share of baby food sales at 71% of overall value in 2015, up 0.5 % points since 2009. -Per capita consumption in 2015 was up by 4.1% since 2009 - and all categories with the exception of drinks experienced some growth. -The supermarket channel is particularly important in the sale of wet meals and drinks, representing 62% of volume sales in 2015, due to consumers' perceptions of these products as grocery items. Synopsis
"Baby Food in South Africa" is an analytical report by Canadean which provides extensive and highly detailed current and future market trends in the South Africa market. What else does this report offer? -Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry. -Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors. -Market profile of the various product sectors with the key features and developments, segmentation, per capita trends and the various manufacturers and brands. -Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel. -Future projections considering various trends which are likely to affect the industry. Reasons To Buy
-Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation. -Analyze current and forecast behavior trends in each category to identify the best opportunities to exploit. -Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market. -Investigates which categories are performing the best and how this is changing market dynamics.
Table of Contents
Executive Summary Major Developments Market Structure Per Capita Distribution The Suppliers The Future Background to the Market Births Live Birth Rates Birth Rates by Region The Baby Population The Consumer Living Standards Eating Habits Socio-Demographic Trends Family Structure Number of Women of Childbearing Age Births by Age of Mother Working Women Female Employment Maternity Legislation Breastfeeding Trends Breastfeeding Promotion Breastfeeding Prevalence Breastfeeding Legislation Regulations Market Profile Overview Introduction Key Features and Developments Manufacturers Baby Milks Key Features and Developments Per Capita Trends Market Segmentation Manufacturers and Brands Baby Cereals Key Features and Developments Per Capita Trends Market Segmentation Manufacturers and Brands Wet Baby Meals Key Features and Developments Per Capita Trends Market Segmentation Manufacturers and Brands Baby Drinks Key Features and Developments Per Capita Trends Market Segmentation Manufacturers and Brands Retailing and Distribution Grocery Structure Baby Food Retailing The Suppliers Company Profiles Introduction Nestle (South Africa) (Pty) Ltd Tiger Brands Ltd Aspen Nutritionals (Pty) Ltd Abbott Laboratories Other Manufacturers Allganix Foods (Pty) Ltd Bokomo Foods Boland Pulp Hipp Production and Foreign Trade Production Imports Exports The Future Future Determinants Live Birth Trends Breastfeeding Trends Future Determinants Market Size Economic Background Political and Economic Summary Economic Background Appendix What is this Report About? Time Frame Product Category Coverage Methodology About Canadean Disclaimer
List of Tables
Table 1: Baby Food: % Growth, 2009-2015 Table 2: Baby Food: Per Capita Consumption and Expenditure, 2014 and 2015 Table 3: Projected Market Size, 2021 and Growth Rates, 2015-2021 Table 4: Birth and Population Trends, 2005-2015 Table 5: Live Births by Province, 2010-2014 Table 6: Baby Population, 2009-2015 Table 7: Living Standard Measures, 2008-2014 Table 8: Annual Average Household Expenditure on Food by Population Group, 2011/12 Table 9: Marriage and Divorce Trends, 2009-2013 Table 10: Number of Women of Childbearing Age by Age Group, 2009 and 2015 Table 11: Current Birth Registrations by Age of Mother, 2010-2014 Table 12: Estimated Total Fertility Rates, 2003-2009 Table 13: Female Employment Trends, 2009-2015 Table 14: Employment Situation by Population Group, 2015 Table 15: Breastfeeding Status by Age, 2003 Table 16: Breastfeeding Rates by Characteristic, 1998 and 2003 Table 17: Duration of Breastfeeding, 2003 Table 18: Baby Food: Market Value, Current Prices, 2009-2015 Table 19: Baby Food: Market Value, Constant Prices, 2009-2015 Table 20: Baby Food: Market Value, US Dollars, 2009-2015 Table 21: Baby Food: Market Volume, 2009-2015 Table 22: Baby Food: Per Capita Expenditure, Current Prices, 2009-2015 Table 23: Baby Food: Per Capita Expenditure, Constant Prices, 2009-2015 Table 24: Baby Food: Per Capita Expenditure, US Dollars, 2009-2015 Table 25: Baby Food: Per Capita Consumption, 2009-2015 Table 26: Baby Food: Manufacturer Share Trends, Value, 2009-2015 Table 27: Baby Food: Manufacturer Representation by Sector, Value, 2015 Table 28: Milks: Sector Trends, 2009-2015 Table 29: Baby Milks: Per Capita Expenditure and Consumption, 2009-2015 Table 30: Baby Milks: Segmentation by Value, 2009-2015 Table 31: Baby Milks: Brand Price Analysis, 2015 Table 32: Baby Milks: Brand Price Positioning Analysis, 2015 Table 33: Baby Milks: Manufacturer Shares (Value), 2009-2015 Table 34: Baby Milks: Manufacturer Shares (Volume), 2014 and 2015 Table 35: Baby Milks: Manufacturer Shares by Segment (Value), 2011 Table 36: Baby Milks: Brands by Segment, 2015 Table 37: Cereals : Sector Trends, 2009-2015 Table 38: Baby Cereals: Per Capita Expenditure and Consumption, 2009-2015 Table 39: Baby Cereals: Manufacturer Shares, 2009-2015 Table 40: Meals : Sector Trends, 2009-2015 Table 41: Wet Baby Meals: Per Capita Expenditure and Consumption, 2009-2015 Table 42: Wet Baby Meals: Manufacturer Shares, 2009-2015 Table 43: Drinks : Sector Trends, 2009-2015 Table 44: Baby Drinks/Juices: Per Capita Expenditure and Consumption, 2009-2015 Table 45: Baby Drinks/Juices: Manufacturer Shares, 2009-2015 Table 46: Packaged Food Sales by Channel, ZAR Million, 2009-2015 Table 47: Baby Food: Sales by Store Type, 2009-2015 Table 48: Baby Food: Sales by Sector and Store Type, 2015 Table 49: Nestle: Market Shares, Value, 2015 Table 50: Tiger Brands: Market Shares, Value, 2015 Table 51: Tiger Brands: Financial Highlights, 2009-2014 Table 52: Aspen: Market Shares, Value, 2015 Table 53: Aspen: Financial Highlights, 2009-2015 Table 54: Abbott: Market Shares, Value, 2015 Table 55: Baby Milks and Cereals: Import Trends, 2008-2014 Table 56: Baby Milks and Cereals: Imports by Country of Origin, Value, 2012-2014 Table 57: Baby Milks and Cereals: Export Trends, 2008-2014 Table 58: Baby Milks and Cereals: Exports by Country of Destination, Value, 2012-2014 Table 59: Birth and Population Projections, 2009-2021 Table 60: The Baby Population, 2015-2021 Table 61: Baby Food: Market Value Forecasts, Current Prices, 2015-2021 Table 62: Baby Food: Market Value Forecasts, Constant Prices, 2015-2021 Table 63: Baby Food: Market Value Forecasts, US Dollars, 2015-2021 Table 64: Baby Food: Market Volume Forecasts, 2015-2021 Table 65: Baby Food: Per Capita Expenditure Forecasts, Current Prices, 2015-2021 Table 66: Baby Food: Per Capita Expenditure Forecasts, Constant Prices, 2015-2021 Table 67: Baby Food: Per Capita Expenditure Forecasts, US Dollars, 2015-2021 Table 68: Baby Food: Per Capita Consumption Forecasts, 2015-2021 Table 69: Key Macro-Economic Indicators, 2009-2016 Table 70: Key Macro-Economic Forecasts, 2015-2021
List of Figures
Figure 1: Baby Food: Market Size, 2009-2015 Figure 2: Baby Food: Market Segmentation, 2015 Figure 3: Baby Food: Manufacturers Shares, 2015 Figure 4: Baby Food: Manufacturer Representation, Value, 2015
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