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Strategy Briefing

Growth Opportunities for Packaged Hot Drinks in Africa

May 2015

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Africa represents the fastest growing global market for retail hot drinks. This report explores the drivers of rapidly growing consumer demand for coffee, tea and other hot drinks, with a focus on key categories of growth over 2014-2019. It analyses the varied consumer preferences of African markets, with profiles of selected new products and specific future category opportunities.

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Overview

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.

Africa is the fastest growing hot drinks region

Africa was the fastest growing global region for retail sales of hot drinks in value terms between 2009-2014. The majority of volume and value is consolidated in relatively stable, high-value markets of North Africa, East African coffee and tea producing countries (Ethiopia, Uganda and Kenya) and South Africa.

Encouraging hot drinks demand drivers

GDP and income growth drove retail sales of hot drinks during the review period, with strong prospects over the forecast period. A young population and increasing urbanisation also accelerated the adoption of retail, packaged hot drinks and on-trade consumption, creating opportunities for hot drinks brands that are properly segmented in terms of price/package mix.

Established regional preferences in coffee and tea

Leading markets in Africa demonstrate clear, historic preferences for either tea or coffee, with an established base of low-priced domestic brands in leadership positions. However, the continent’s young population may shift preferences towards new tea blends and coffee.

Vast differences in retail distribution

Retail distribution of hot drinks in Africa is extremely varied, ranging from 88% of retail value through traditional channels in Nigeria to 80% of value through modern channels in South Africa. Channel distribution format shapes new brand opportunities.

New category opportunities for packaged tea and coffee brands

High value, convenient instant coffee represents a strong growth opportunity for multinational brands in Africa, with fruit/herbal and green teas also showing signs of growth among affluent consumers. Additionally, the region’s young population creates opportunities in flavoured/functional powdered beverages.

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Introduction

Scope

Hot drinks in Africa: Euromonitor International market coverage

Key findings

Hot Drinks and the African Economy

Africa in context: Fastest HD growth, from a small overall base

Africa leads in hot drinks value growth through development

Africa’s hot drinks industry gains momentum

How the African hot drinks market breaks down regionally

Top 10 African hot drinks markets by retail value

Spending per capita is still far behind other global regions

Tea or coffee? Top African hot drinks markets by HD category

Tea or coffee? Category preferences in context

Particularly strong HD spend in North Africa relative to SD

Modern versus traditional retailing distribution

Three key questions for hot drinks brands to consider:

Development Drivers

Hot drinks in Africa: Development drivers in depth

Growing African economies will secure HD opportunities

Income and price are still the determining factors

Africa’s emerging consumer class?

Case study: Ethiopia in 2020

Case study: Tomoca (Ethiopia) profile

Urban household growth versus rural household growth

Urban/rural gap means African cities are the opportunity for brands

Modern vs traditional retail distribution

Nescafé in African modern retail channels

In Tunisia traditional retail leads despite urbanisation

Coffee producing countries seek to promote local consumption

Educating the consumer through on-trade promotions

Traditional preferences shift, causing category switching

Africa in 2019: A promising region for hot drinks

African Consumer Forecast: Three Category Opportunities

The market entry challenge for multinational brands

Segmenting the African hot drinks consumer in 2015

Modern retailing and growth in private expenditure 2009-2014

Three opportunity areas for multinational brands

Instant coffee opportunity: Accelerating retail volume growth

Instant coffee: Adding value in developing African markets

Instant coffee opportunity: Premium, affordable and convenient

Healthier teas to generate value in African tea

Marketing new tea blends and imports to millennials

Lipton share gains across Africa

Young population drives other hot drinks

Youthful population drives opportunities in other hot drinks

Four areas to watch in African hot drinks

Why buy this report?

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Megatrends

Strategy Briefing

Growth Opportunities for Packaged Hot Drinks in Africa

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Africa is the fastest growing hot drinks region

Encouraging hot drinks demand drivers

Established regional preferences in coffee and tea

Vast differences in retail distribution

New category opportunities for packaged tea and coffee brands

Want to find out more about this report?

Table of Contents

Introduction

Scope

Hot drinks in Africa: Euromonitor International market coverage

Key findings

Hot Drinks and the African Economy

Africa in context: Fastest HD growth, from a small overall base

Africa leads in hot drinks value growth through development

Africa’s hot drinks industry gains momentum

How the African hot drinks market breaks down regionally

Top 10 African hot drinks markets by retail value

Spending per capita is still far behind other global regions

Tea or coffee? Top African hot drinks markets by HD category

Tea or coffee? Category preferences in context

Particularly strong HD spend in North Africa relative to SD

Modern versus traditional retailing distribution

Three key questions for hot drinks brands to consider:

Development Drivers

Hot drinks in Africa: Development drivers in depth

Growing African economies will secure HD opportunities

Income and price are still the determining factors

Africa’s emerging consumer class?

Case study: Ethiopia in 2020

Case study: Tomoca (Ethiopia) profile

Urban household growth versus rural household growth

Urban/rural gap means African cities are the opportunity for brands

Modern vs traditional retail distribution

Nescafé in African modern retail channels

In Tunisia traditional retail leads despite urbanisation

Coffee producing countries seek to promote local consumption

Educating the consumer through on-trade promotions

Traditional preferences shift, causing category switching

Africa in 2019: A promising region for hot drinks

African Consumer Forecast: Three Category Opportunities

The market entry challenge for multinational brands

Segmenting the African hot drinks consumer in 2015

Modern retailing and growth in private expenditure 2009-2014

Three opportunity areas for multinational brands

Instant coffee opportunity: Accelerating retail volume growth

Instant coffee: Adding value in developing African markets

Instant coffee opportunity: Premium, affordable and convenient

Healthier teas to generate value in African tea

Marketing new tea blends and imports to millennials

Lipton share gains across Africa

Young population drives other hot drinks

Youthful population drives opportunities in other hot drinks

Four areas to watch in African hot drinks

Why buy this report?

Want to find out more about this report?

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