Health and Wellness in South Africa

Health and Wellness in South Africa

EXECUTIVE SUMMARY

Stable demand for health and wellness as South Africans continue to review their diets

Strong focus on sugar and its impact on health influences both consumers and producers

High fragmentation with increasing presence of new entries and private label

Modern grocery retailers offer greater visibility for major brands, but internet retailing continues to record strong value growth

Stable demand for health and wellness, but affluent health-conscious environmentally-aware South Africans will remain target audience

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Better For You Beverages in South Africa

HEADLINES

PROSPECTS

Reduced sugar carbonates offers most accessible prices, influenced by health-conscious consumers and players’ reformulation strategies

Strengthening demand for BFY reduced caffeine beverages but high prices remain barrier to higher sales

Naturally healthy beverage player expands into better for you

COMPETITIVE LANDSCAPE

Coca-Cola South Africa strengthens leadership with wide product portfolio and ability to adapt to changing demands

Some room for movement with competition from private label and smaller players

Jacobs continues to gain share offering instant coffee mixes in single-sachet portions

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Better For You Packaged Food in South Africa

HEADLINES

PROSPECTS

Slowing demand in light of rising prices and move towards naturally healthy packaged food

BFY reduce sugar packaged food to remain an expensive niche

Tentative emergence of reduced salt packaged food could offer potential

COMPETITIVE LANDSCAPE

Competitive landscape led by sugar-free gum players due to high unit prices

Ongoing strong performance by private label, with wide presence in BFY reduced fat packaged food

New launches for reduced sugar confectionery due to potential for high profit margins

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Fortified/Functional Beverages in South Africa

HEADLINES

PROSPECTS

FF energy drinks and FF sports drinks continue to appeal to health-conscious busy South Africans who appreciate products that support on-the-go consumption

FF soft drinks continues to dominate sales

FF energy drinks holds potential for future growth, attracting new entrants

COMPETITIVE LANDSCAPE

Coca-Cola strengthens lead in increasingly fragmented landscape

Bos Sport remains a dynamic performer in consolidated FF sports drinks

Private label continues to gain share in consolidated landscape of FF 100% juice

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2014-2019
Table 34 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2014-2019
Table 35 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 36 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 37 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 38 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Fortified/Functional Packaged Food in South Africa

HEADLINES

PROSPECTS

Mixed performances within fortified/functional packaged food but strong focus on protein remains

FF breakfast cereals retains strong volume share offering convenience to entire family

High value sales but demand will slow over forecast period

COMPETITIVE LANDSCAPE

Danone retains leadership but experiences intense competition

FF dairy continues to see new launches focusing on high protein content

Strong new product development outside of FF dairy

CATEGORY DATA

Table 40 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 41 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 42 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 43 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Milk: % Value 2014-2019
Table 45 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 46 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 47 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 48 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Free From in South Africa

HEADLINES

PROSPECTS

Expansion of target audience and distribution helps support positive demand

Vegan trend and environmentally-aware consumers support demand for free from meat and free from dairy

Despite rising health and sustainability concerns, free from likely to remain a niche within health and wellness packaged food in South Africa

COMPETITIVE LANDSCAPE

Competitive landscape intensifies with pressure from new players and private label

Free from lactose dairy set to expand through new launches

Vegans remain strong target for future growth potential

CATEGORY DATA

Table 51 Sales of Free From by Category: Value 2014-2019
Table 52 Sales of Free From by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Free From: % Value 2015-2019
Table 54 LBN Brand Shares of Free From: % Value 2016-2019
Table 55 Distribution of Free From by Format: % Value 2014-2019
Table 56 Forecast Sales of Free From by Category: Value 2019-2024
Table 57 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Naturally Healthy Beverages in South Africa

HEADLINES

PROSPECTS

Stable demand for NH bottled water driven by mistrust in local water supplies and warm weather

Drought impacts demand for rooibos, driving up unit prices

NH RTD green tea is strongest performer in line with health and convenience trends

COMPETITIVE LANDSCAPE

Increasingly fragmented competitive landscape

High value sales for players within NH other tea due to rising prices of rooibos

Flavour development likely to attract consumers searching for differentiation

CATEGORY DATA

Table 58 Sales of NH Beverages by Category: Value 2014-2019
Table 59 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 60 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 61 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 62 Distribution of NH Beverages by Format: % Value 2014-2019
Table 63 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 64 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Naturally Healthy Packaged Food in South Africa

HEADLINES

PROSPECTS

Naturally healthy packaged food continues to benefit from health and wellness trends and a conscious move away from artificial ingredients

Further development within NH high fibre food, addressing demand for products that ensure that children receive enough nutrients

Many healthy snacks come at a high price but NH sour milk products offers affordable alternative

COMPETITIVE LANDSCAPE

Tiger Consumer Brands strengthens leadership due to dominance of NH high fibre food

Themed heading 2

NH sour milk products offers positive environment for growth

CATEGORY DATA

Table 65 Sales of NH Packaged Food by Category: Value 2014-2019
Table 66 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 68 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 69 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 70 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 71 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Organic Beverages in South Africa

PROSPECTS

Organic Packaged Food in South Africa

HEADLINES

PROSPECTS

Organic milk remains most affordable product in expensive category, restricted to affluent consumer base

Impressive volume growth for niche of organic baby food due to declining prices

Despite efforts to attract health-conscious and environmentally-aware consumers, price will remain most influential factor when making purchasing decisions

COMPETITIVE LANDSCAPE

Woolworths retains dominance with wide product offer

High fragmentation within expensive niche of organic baby food

Woolworths losing share in organic pasta due to dynamism of smaller brands

CATEGORY DATA

Table 72 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 73 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 76 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024

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