Executive Summary

Mar 2019
PROSPECTS
Expanding product range to support ongoing expansion

Growth in free from packaged food is being driven by a combination of rising consumer awareness of food allergies and intolerance and the development and distribution of an expanding range of products. While soy milk continues to dominate sales in the fastest-growing category, free from dairy milk, the category’s dynamism is being supported by the diversification of the offer to include products such as nut milk and oat milk.

Increasing concerns about allergy and intolerance

From an increase in the number of people being diagnosed with diet-related health issues, including diabetes, heart disease, coeliac disease and lactose intolerance, to a general rise in consumer concern with the impact of diet on health, conditions are becoming increasingly favourable for the diversification and expansion of free from packaged food. Concerns about lactose intolerance are contributing to strong growth in both the free from dairy and free from lactose categories.

Obstacles to development

The high prices commanded by free from packaged food products represent a significant obstacle to the category’s development in South Africa, a market that continues to be characterised by low levels of consumer purchasing power. In addition, the expansion of categories such as free from meat and free from dairy continues to be constrained by the central role of meat and dairy in the traditional South African diet.

COMPETITIVE LANDSCAPE
Unilever retains lead

Unilever remained the largest player in free from packaged food in 2018, despite the ongoing erosion of its value share. The company’s leading position is founded on the strength of its Knorrox Soya Mince brand in the free from meat category.

Good Hope continues to expand in free from dairy

Good Hope International was the fastest-growing top 10 player in free from packaged food in 2018, thanks to the ongoing dynamism of its MA Soy Milk and Good Hope brands in free from dairy milk. In addition, the company commenced local production and distribution of the US free from dairy milk brand, Almond Breeze, in South Africa in 2015.

Major meat brand expanding successfully in free from meat

Rhodes Food Group was the fastest-growing player in free from packaged food in 2018, as the Bull Brand Soya Mince it introduced in free from meat shelf stable meat substitutes in the previous year expanded dynamically. Bull Brand is notably an established brand in processed meat in South Africa, rising to second in the category in 2018.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance 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.

The Food Intolerance 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Free From in South Africa - Category analysis

HEADLINES

PROSPECTS

Expanding product range to support ongoing expansion
Increasing concerns about allergy and intolerance
Obstacles to development

COMPETITIVE LANDSCAPE

Unilever retains lead
Good Hope continues to expand in free from dairy
Major meat brand expanding successfully in free from meat

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Health and Wellness in South Africa - Industry Overview

EXECUTIVE SUMMARY

The strengthening health and wellness trend drives HW sales
The national treasury imposes sugar tax on soft drinks manufacturers
A busy year for Clover SA (Pty) Ltd
Modern chained retailers continue to lead distribution
Intensified awareness campaigns to stimulate health and wellness trend

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources