Executive Summary

Mar 2019
PROSPECTS
Manufacturers are expected to shift towards higher dilution ratio

The dilution ratio of concentrates is expected to become a key tool to avoid additional charges derived from the sugar tax which came into effect on 1 April 2018 (set at ZAR0.21/100ml of sugar added above 4g/100ml).

New entrants expected to target consumers of Brookes

Following the absence of Brookes in concentrates in 2018, new entrants are expected to capitalise on the opportunity by introducing reduced sugar ranges to attract a niche audience. Such products are expected to be positioned as premium, with higher LSM consumers becoming increasingly aware of product content.

Liquid concentrates will continue dominating

Liquid concentrates will continue to hold the highest value share within the category despite innovation emerging in powder variants. The trend will be supported by the equity of brands such as Oros, as well as the extensive distribution channels held by players such as Continental Beverages.

COMPETITIVE LANDSCAPE
Manufacturers review strategies as disposable incomes shrink

As economic constraints impacted South Africa, with consumers adjusting their purchases to their shrinking disposable incomes, price increasingly became a key competitive tool. Manufacturers were further challenged by private label’s expansion, as such products were often sold at a more affordable price.

Bromor Foods retains leadership despite disruptive supply

Bromor Foods retained its leadership of concentrates in 2018 despite the absence of Brookes, which resulted in the company losing value share. Furthermore, the company was challenged by a declining demand for its sports drink concentrate Game, with consumers increasingly shifting to RTD variants claimed to be more convenient.

Kraft Foods leaves room to Promasidor in powder concentrates

During the review period, Kraft Foods officially discontinued the distribution of Tang Plus. The move was partly due to disruptive supply with the Rand depreciation exacerbating the situation, as weakened currency increased importation costs.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Concentrates in South Africa

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Concentrates 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 Concentrates in South Africa?
  • What are the major brands in South Africa?
  • Who are the key consumers of concentrates in South Africa?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

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 Soft Drinks market research database.

Concentrates in South Africa - Category analysis

HEADLINES

PROSPECTS

Manufacturers are expected to shift towards higher dilution ratio
New entrants expected to target consumers of Brookes
Liquid concentrates will continue dominating

COMPETITIVE LANDSCAPE

Manufacturers review strategies as disposable incomes shrink
Bromor Foods retains leadership despite disruptive supply
Kraft Foods leaves room to Promasidor in powder concentrates

CATEGORY DATA

Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 3 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 6 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 7 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 9 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 10 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 11 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 14 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 17 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 18 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Soft Drinks in South Africa - Industry Overview

EXECUTIVE SUMMARY

Economic constraints continue to affect demand for soft drinks
Reformulation takes place with sugar tax coming into effect
Strategic partnerships form as competition intensifies
Manufacturers invest in premiumisation and flavour innovation
Improved performance expected over the forecast period

MARKET DATA

Table 19 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 27 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 28 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 29 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 30 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 31 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 32 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 33 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 34 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 39 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 40 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 41 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 47 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 48 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 49 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 50 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 51 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources