The Baby Food Sector in South Africa, 2019

"The Baby Food Sector in South Africa, 2019", is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the South African market.

The top three economic groups - representing just 24.5% of the population in 2015 - are the main purchasers of commercially prepared baby food. The sector remained vibrant up to 2016, despite a poor economic climate, but has recently been depressed by lower birth numbers and a continuing sluggish economy. However, all categories, except drinks, have expanded in real terms. Wet meals registered the highest growth, with retail sales doubling, thanks to the appearance of new products, principally pouches, which have balanced the swing towards home-prepared meals. Milks, however, remains the dominant category. There is significant domestic production, with Nestlé producing milks and cereals locally. Other local producers include Tiger Brands, Aspen, and Rhodes Food Group. Imports - primarily from Germany - have fallen considerably. Despite losing share, Nestlé remains dominant, accounting for 52.5% of value in 2018, followed by Tiger Brands (Purity). Aspen (which sold its business to Lactalis in late 2018) has been strengthening its position. Other players include Abbott and companies offering organic or “healthier” food, including Allganix (Olli’s), Hipp, Rhodes (Squish), and Woolworths. Supermarkets are the main distribution channel, but pharmacies are also significant, especially for milks and cereals. The market is expected to increase, largely attributable to price rises, while consumption will be constrained by the expected fall in the number of live births, but it should be encouraged to some extent by a stronger economy and product innovation.

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 & developments, segmentation, per capita trends and the various manufacturers & 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.

Scope

- The top three Living Standards Measure (LSM) groups, 8-10, are the main purchasers of commercially prepared baby food, and these groups represented just 24.5% of the population in 2015.

- Consumption per baby aged 0-3 years stood at 12.7 kg in 2018, but because only a proportion of mothers are in a financial position to purchase baby food.

- The highest growth rate over the period 2012 to 2018 was registered by wet meals, where retail sales doubled and volume sales rose by 12%.

- There is significant domestic production, with market leader Nestlé producing both its milks and cereals in the country. Other local producers include Tiger Brands, Aspen, and Rhodes Food Group.

- Nestlé, despite losing share, has been the most important supplier throughout this period, accounting for 52.5% of total market value in 2018. Tiger Brands (Purity) is in second place with 21%, while Aspen (which sold its business to Lactalis in late 2018) has been strengthening its position, gaining a share of 19%.

- Supermarkets are the main source of supply, accounting for over half of volumes, while hypermarkets are growing in importance.

- The market is expected to increase by 65% in current price terms between 2018 and 2024.

Reasons to buy

- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.

- Analyse 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.

Companies mentioned

Nestlé (South Africa) (Pty) Ltd

Tiger Brands Ltd

Aspen Nutritionals (Pty) Ltd

Nestlé (South Africa) (Pty) Ltd

Tiger Brands Ltd

Aspen Nutritionals (Pty) Ltd

Table of Contents

Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth: Live Birth Rates

Births: Live Births by Region

The Consumer

Socio-Demographic Trends

Working ...

Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth: Live Birth Rates

Births: Live Births by Region

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Overview

Sector Overview

Manufacturers Shares

Category Analysis

Baby Milks

Baby Cereals

Baby Meals

Baby Drinks

Production and trade

Production

Imports

Exports

Company profiles

Introduction

Nestlé (South Africa) (Pty) Ltd

Tiger Brands Ltd

Aspen Nutritionals (Pty) Ltd

Other Suppliers

Distribution

Baby Food Retailing

Economic background

Political and Economic Background

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Future Trends

Appendix

Additional Data Tables

Summary Methodology

About Globaldata

List of Tables

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Live Births by Province, 2010-2017

Table 3: Living Standard Measures, 2010-2015

Table 4 ...

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Live Births by Province, 2010-2017

Table 3: Living Standard Measures, 2010-2015

Table 4: Ownership of Household Goods

Table 5: Annual Average Household Expenditure on Food, Beverages & Tobacco by Population Group, 2014/15

Table 6: Number of Women of Childbearing Age by Age Group, 2012 & 2018

Table 7: Current Birth Registrations by Age of Mother, 2010-2017

Table 8: Estimated Total Fertility Rates, 1996-2011

Table 9: Female Employment Trends, 2010-2018

Table 10: Employment Situation by Population Group, 2017

Table 11: Breastfeeding Status by Age, 2003/04 and 2016

Table 12: Breastfeeding Status by Age, 2016

Table 13: Breastfeeding Rates by Socio-Demographic Characteristic, 1998 & 2003

Table 14: Market Size, 2018, & Growth Rates, 2012-2018

Table 15: Baby Food: Manufacturer Share Trends, %, 2013-2018

Table 16: Baby Food: Manufacturer Shares by Category, %, 2018

Table 17: Baby Milks: Category Size, 2018

Table 18: Baby Milks: Category Growth, % 2012-2018

Table 19: Baby Milks: Price Positioning, 2018

Table 20: Baby Milks: Manufacturer Shares, % Value, 2013-2018

Table 21: Baby Milks: Manufacturer Shares, % Volume, 2014-2018

Table 22: Baby Cereals: Category Size, 2018

Table 23: Baby Cereals: Category Growth, % 2012-2018

Table 24: Cereals: Price Positioning, 2018

Table 25: Finger Foods: Price Positioning, 2018

Table 26: Baby Cereals: Manufacturer Shares, Trends, %, 2013-2018

Table 27: Baby Meals: Category Size, 2018

Table 28: Baby Meals: Category Growth, % 2012-2018

Table 29: Wet Meals: Price Positioning, 2018

Table 30: Wet Baby Meals: Manufacturer Shares, %, 2013-2018

Table 31: Baby Drinks: Category Size, 2018

Table 32: Baby Drinks: Category Growth, % 2012-2018

Table 33: Baby Drinks: Price Positioning, 2018

Table 34: Baby Drinks/Juices: Manufacturer Shares, %, 2013-2018

Table 35: Baby Food: Sales by Store Type, 2013-2018

Table 36: Baby Food: Sales by Category & Store Type, 2018

Table 37: Key Macro-Economic Indicators, 2012-2019

Table 38: Key Macroeconomic Forecasts, 2018-2024

Table 39: Birth & Population Projections, 2012-2024

Table 40: Baby Food: Category Growth, 2018-2024

Table 41: Baby Population, Number of Babies, ‘000, 2008-2024

Table 42: Baby Food: Market Value, Current Prices, 2012-2018

Table 43: Baby Food: Market Value, Constant Prices, 2012-2018

Table 44: Baby Food: Market Value, US$ Million, 2012-2018

Table 45: Baby Food: Market Volume, Tons, 2012-2018

Table 46: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018

Table 47: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018

Table 48: Baby Food: Per Capita Expenditure, US$ Prices, 2012-2018

Table 49: Baby Food: Per Capita Consumption, Grams, 2012-2018

Table 50: Baby Milks: Category Trends, 2012-2018

Table 51: Baby Milks: Market Segmentation, Value and Volume, 2012-2018

Table 52: Milk Brand Price Analysis, 2018

Table 53: Baby Cereals: Category Trends, 2012-2018

Table 54: Meals: Category Trends, 2012-2018

Table 55: Drinks: Category Trends, 2012-2018

Table 56: Baby Milks & Cereals: Import Trends, 2012-2017

Table 57: Baby Milks & Cereals: Imports by Country of Origin, Value, 2015-2017

Table 58: Baby Milks & Cereals: Export Trends, 2012-2017

Table 59: Baby Milks & Cereals: Exports by Country of Destination, Value, 2015-2017

Table 60: Baby Food: Market Value Forecasts, Current Prices, 2018-2024

Table 61: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024

Table 62: Baby Food: Market Value Forecasts, US$ Million, 2018-2024

Table 63: Baby Food: Market Volume Forecasts, Tons, 2018-2024

Table 64: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024

Table 65: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024

Table 66: Baby Food: Per Capita Expenditure, US$, 2018-2024

Table 67: Baby Food: Per Capita Consumption, Grams, 2018-2024

List of Figures

List of Figures

Figure1: Baby Food: Market Size,2012-2018

Figure2: Baby Food: Per Capita Consumption, 2012-2018

Figure3: Baby Food: Market Segmentation, 2018

Figure4: Baby Food ...

List of Figures

Figure1: Baby Food: Market Size,2012-2018

Figure2: Baby Food: Per Capita Consumption, 2012-2018

Figure3: Baby Food: Market Segmentation, 2018

Figure4: Baby Food: Manufacturer Shares, Value, 2018

Figure5: Baby Food: Manufacturer Shares, Value %, 2018

Figure6: Baby Food: Manufacturer Shares, Volume %, 2018

Figure7: Baby Food: Manufacturer Shares by category, % Value, 2018

Figure8: Baby Milks: Category Trends, 2012-2018

Figure9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018

Figure10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018

Figure11: Baby Milks: Category Segmentation, Value and Volume, 2012-2018

Figure12: Baby Cereals: Category Trends, 2012-2018

Figure13: Baby Cereals: Per Capita Expenditure & Consumption, 2012-2018

Figure14: Baby Meals: Category Trends, 2012-2018

Figure15: Baby Meals: Per Capita Expenditure & Consumption, 2012-2018

Figure16: Baby Drinks: Category Trends, 2012-2018

Figure17: Baby Drinks: Per Capita Expenditure & Consumption, 2012-2018

Figure18: Baby Food: Market Size, 2018-2024

Figure19: Baby Food: Per Capita Consumption, 2018-2024

Figure20: Baby Food: Market Segmentation, 2024

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