Processed Fruit and Vegetables in South Africa

PROSPECTS

Consumers continue to perceive fresh fruit and vegetables as being healthier

Consumers still prefer fresh fruit and vegetables over processed alternatives because of their affordability and the negative perceptions of processed variants. Except for shelf stable beans, processed fruit and vegetables carry higher unit prices and tend to be targeted at high-income demographics.

Demand for convenience and low prices fuels shelf stable beans sales

Shelf stable beans are popular in South Africa because of their versatility for use in a number of local dishes, such as chakalaka, a South African vegetable relish, usually spicy, that is traditionally served with bread, pap (maize porridge), samp (dried corn kernels), stews or curries. Shelf stable beans products also provide affordable, filling and nutritious protein for all LSM groups.

Health and wellness trend impacting new product development activity

Among health trends, the Banting diet has become popular in South Africa, promoting consumption of high-fat and low-carbohydrate foods. McCain Foods is one of several manufacturers to take advantage of this by launching a limited edition Banting stir fry.

COMPETITIVE LANDSCAPE

Widespread popularity of Koo ensures Tiger Consumer Brands maintains lead

Tiger Consumer Brands continues to lead processed fruit and vegetables sales in South Africa. This can be attributed mainly to the popularity of the company’s Koo brand, which leads overall sales, while All Gold is also popular, albeit with a much smaller value share.

Private label ranges continue to put pressure on leading brands

Private label ranges continue to record strong growth in processed fruit and vegetables and hold a significant value share. However, such ranges are not always considered the cheapest option.

Health and wellness trend fuelling new product development activity

There were several new product launches during the review period. For instance, Rhodes Food Group extended its shelf stable fruit range by adding three new variants (peach slices in syrup, grapefruit, and pear halves) and Woolworths Foods entered shelf stable beans by launching three new pulse variants in cans.

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