Executive Summary

Nov 2018
PROSPECTS
Bread remains an essential part of the daily diet of much of the population

Consumers’ income in 2018 was under pressure from inflationary increases mainly caused by fuel price rises and an increase in VAT for the first time since 1994. Although baked goods products such as brown bread are zero-rated VAT products, most baked goods are not.

Preferences are based on income and convenience

White bread, followed by brown bread, remains one of the most popular types of packaged food in South Africa due to its appeal among low-income consumers. Although unpackaged baked goods are cheaper in terms of unit price per kg compared to their packaged alternatives, consumers still tend to prefer packaged baked goods.

Health and wellness trends affect baked goods

Consumers have become much more health-aware when shopping for food. They increasingly read food labels and better understand the nutritional value of the products they consume.

COMPETITIVE LANDSCAPE
Pioneer Foods leads baked goods in 2018

Pioneer Foods (Pty) Ltd, followed by Tiger Consumer Brands Ltd, is projected to continue to lead baked goods in 2018. Although the Albany variants by Tiger Consumer Brands lead packaged leavened bread, with Sasko by Pioneer Foods ranking second, the combined success of Sasko with the Moirs and Duens brands sees Pioneer Foods leading baked goods overall.

Manufacturers offer more variants

Baked goods in South Africa is benefiting from increased variety in terms of flavoured and speciality breads. Manufacturers are moving away from simply offering traditional brown and white bread to adding functional bread and flavoured bread to their portfolios to offer consumers a variety of choices and cater to all demographics.

Private label remains a significant player

South African low-income groups remain price-sensitive and tend to prefer the cheapest brands that offer reasonable quality. These consumers do not always opt for private label as manufacturers offer a wide range of bread prices from economy to premium, with price discounting remaining prevalent to accommodate a large consumer base.

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Baked Goods in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baked goods in South Africa?
  • What are the major brands in South Africa?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Baked Goods in South Africa - Category analysis

HEADLINES

PROSPECTS

Bread remains an essential part of the daily diet of much of the population
Preferences are based on income and convenience
Health and wellness trends affect baked goods

COMPETITIVE LANDSCAPE

Pioneer Foods leads baked goods in 2018
Manufacturers offer more variants
Private label remains a significant player

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2013-2018
Table 2 Sales of Baked Goods by Category: Value 2013-2018
Table 3 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 4 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 5 Sales of Pastries by Type: % Value 2013-2018
Table 6 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 7 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 8 Distribution of Baked Goods by Format: % Value 2013-2018
Table 9 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 10 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Packaged Food in South Africa - Industry Overview

EXECUTIVE SUMMARY

Strong growth within packaged food in 2018
Convenience and health trends continue to drive sales
Tiger Consumer Brands leads packaged food in 2018
Supermarkets remain leading channel, but losing ground to mixed retailers
Steady growth expected as consumers focus on value added products

FOODSERVICE

Sales to Foodservice
Foodservice outlets meeting demand for convenience
Popular foodservice products
Tiger Consumer Brand leads foodservice sales in 2018
Consumer Foodservice
Sluggish economy and high unemployment limits consumer foodservice growth
Formal grocery retailers expanding foodservice offerings
Steady growth forecasted within consumer foodservice
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: Value 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources