Country Report

Butter and Margarine in

Butter and Spreads in South Africa

Aug 2018

US$990

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Executive Summary

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PROSPECTS

Busy lifestyles affect butter and spreads

Sales of butter and spreads continue to be challenged by changing breakfast habits amongst consumers. Due to their increasingly hectic lifestyles, a growing number of consumers no longer have breakfast at home on work days, and instead either stop at a consumer foodservice outlet, especially coffee shops and street stalls/kiosks, or purchase something at the canteen/cafeteria at their workplace.

The Banting diet ensures the growth of butter

Players endeavoured to boost sales by focusing on flavour innovation and on marketing their products as healthier than alternatives, although there are arguments for and against the alleged health benefits of both butter and margarine. The Banting diet is proving increasingly popular in South Africa, with this diet plan advocating the consumption of fats.

Increasing unit prices impact consumer preferences

Margarine and spreads is the largest category within butter and spreads. Consumers tend to purchase margarine over butter because this product is more affordable in the country.

COMPETITIVE LANDSCAPE

Unilever South Africa leads butter and spreads

Unilever South Africa maintained its strong lead in butter and spreads in value terms in 2018. Much of its success stems from the popularity of its leading Rama brand, whilst its Stork and Flora brands also continued to sell well, although Flora experienced a contraction in its share in 2018 compared with the previous year.

Private label remains a significant competitor

Private label held a strong double-digit share of value sales in butter and spreads in 2018. These products are cheaper than their branded alternatives and offer consumers acceptable quality.

Cape Oil & Margarine maintains second position in 2018

Cape Oil & Margarine accounted for a double-digit value share in butter and spreads in 2018. This can mainly be attributed to its brands which target lower-income consumers, Sunshine D and D’lite, which both held top 10 positions in butter and spreads in 2018.

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Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine 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 Butter and Margarine industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine 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 Butter and Margarine in South Africa?
What are the major brands in South Africa?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

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.

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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 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

Megatrends

Country Report

Butter and Spreads in South Africa

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Executive Summary

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PROSPECTS

Busy lifestyles affect butter and spreads

The Banting diet ensures the growth of butter

Increasing unit prices impact consumer preferences

COMPETITIVE LANDSCAPE

Unilever South Africa leads butter and spreads

Private label remains a significant competitor

Cape Oil & Margarine maintains second position in 2018

Overview

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Overview

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Table of Contents

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

Consumer Foodservice

Category Data

MARKET DATA

DEFINITIONS

SOURCES

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Megatrends

Country Report

Butter and Spreads in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Busy lifestyles affect butter and spreads

The Banting diet ensures the growth of butter

Increasing unit prices impact consumer preferences

COMPETITIVE LANDSCAPE

Unilever South Africa leads butter and spreads

Private label remains a significant competitor

Cape Oil & Margarine maintains second position in 2018

Overview

Why buy this report?

Samples

Overview

Why buy this report?

Want to find out more about this report?

Table of Contents

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

Consumer Foodservice

Category Data

MARKET DATA

DEFINITIONS

SOURCES

Why buy this report?

Want to find out more about this report?

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