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Country Report

Soft Drinks in

Soft Drinks in South Africa

Dec 2019

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Executive Summary

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Polarising LSM groups help shape soft drinks in line with unstable economic environment

Soft drinks in South Africa continued to feel the impact of an unstable economic environment, which led to shrinking disposable incomes amongst lower LSM groups, in addition to pressure on imported brands due to a fluctuating Rand. Therefore, both current value and volume sales (in off-trade and on-trade channels) recorded a slower performance in growth terms in 2019, impacting certain categories more than others.

Bottled water benefits from health trend and increased sugar tax on other soft drinks

The sugar tax, which was implemented in South Africa in 2018 in an attempt to reduce consumers’ high sugar intake linked to high incidence of non-communicable diseases such as diabetes in the country, continued to have some impact on unit prices in 2019, while sales of bottled water enjoyed ongoing demand and declining unit prices in light of the new tax and health trend. This encouraged many producers to focus on reformulating their brands across much of the market to address this tax while also attempting to capitalise on the rising health trend by reducing the sugar content of their drinks as a form or marketing.

Competition intensifies as private label gains favour amongst price-sensitive consumers

Soft drinks witnessed increasing promotional activity in line with rising unit prices amongst many categories, in an attempt to boost volume sales. This led to an increasingly intense competitive landscape in 2019, led by multinational Coca-Cola South Africa (Pty) Ltd, which benefits from a wide product portfolio and the budget to help absorb price discounts while offering support to its brands with strong marketing.

Producers look to attract more affluent consumers with interesting flavours and health-positioned products

Soft drinks is likely to continue to see innovation in terms of premiumisation and flavour experimentation as players looked to attract affluent South Africans who are looking for greater sophistication as price is not such an important issue for them when making purchasing decisions. The ongoing trend for mixing premium mixers with craft spirits is likely to continue in the vein of Fitch & Leedes craft cola from Chill Beverages to accompany premium rum or brandy, and British brand Fentimans which is increasingly being used to mix with botanical craft gin.

Stable performance for soft drinks with more positive economic outlook predicted to lead to stronger performances for some categories

Soft drinks is predicted to record a stable performance over the forecast period, as South Africa is predicted to experience an improved economic performance with an appreciating Rand, which should instil a greater sense of confidence amongst consumers with regard to their discretionary spending. This scenario is predicted to lead to improved performances for juice and liquid concentrates, while the health trend is likely to continue to influence strong demand for bottled water and RTD tea, particularly those variants which consumers perceive to offer specific value such as rooibos and green tea.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in South Africa for free:

The Soft Drinks 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

Our market research reports answer questions such as:

What is the market size of Soft Drinks in South Africa?
What are the major brands in South Africa?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

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Soft Drinks in South Africa

EXECUTIVE SUMMARY

Polarising LSM groups help shape soft drinks in line with unstable economic environment

Bottled water benefits from health trend and increased sugar tax on other soft drinks

Competition intensifies as private label gains favour amongst price-sensitive consumers

Producers look to attract more affluent consumers with interesting flavours and health-positioned products

Stable performance for soft drinks with more positive economic outlook predicted to lead to stronger performances for some categories

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in South Africa

PROSPECTS

Bottled Water in South Africa

HEADLINES

PROSPECTS

Boost for bottled water due to drought and environmental factors

Gradual move away from carbonates supports demand for flavoured bottled water

Increasing number of smaller players entering category will drive down margins of bottled water brands

COMPETITIVE LANDSCAPE

Coca-Cola South Africa retains dominance of bottled water but experiences some competition from smaller players and private label

Tsitsikamma Crystal Spring Water expands through innovative use of flavours and pack sizes

Refill initiatives to offer safe affordable drinking water is likely inspire further development

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in South Africa

HEADLINES

PROSPECTS

Slower demand for regular cola carbonates following sugar tax

Strong performance by low calorie cola carbonates supported by health trend and lower unit price

Tonic water/other bitters taps into trend for premium mixers paired with craft spirits

COMPETITIVE LANDSCAPE

Coca-Cola retains dominance but focuses on various strategies to retain consumers’ attention in line with health trend

Private label attracts price-sensitive consumers within regular cola carbonates

Strong performances for players present in tonic waters/other bitters

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2014-2019
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2014-2019
Table 55 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 56 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 57 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 58 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 59 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 60 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 61 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024

Concentrates in South Africa

HEADLINES

PROSPECTS

Declining unit price of liquid concentrates will lead to improving volume sales over forecast period

Further competition between affordable private label and brands predicted to intensify

Higher dilution ratio could help players to mitigate sugar tax issue

COMPETITIVE LANDSCAPE

Diverse product portfolio helps strengthen leadership for Bromor Foods

Affordable Dynamic Brands under pressure from private label

Promasidor continues to gain share within powder concentrates

CATEGORY DATA

Table 66 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 68 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 69 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 70 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 71 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 72 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in South Africa

HEADLINES

PROSPECTS

Entry of smaller brands at lower price point supports declining unit price

On-trade sales offer higher profit margins for energy drinks producers

Greater scrutiny for energy drinks likely to lead to slower demand

COMPETITIVE LANDSCAPE

New release for Coca-Cola could further strengthen its leadership

Smaller players to gain traction with offer of lower priced energy drinks

Social media engagement important strategy to attract target audience

CATEGORY DATA

Table 84 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 85 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 86 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 87 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 88 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 89 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 90 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 91 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 92 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 93 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 94 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 95 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in South Africa

HEADLINES

PROSPECTS

Rising unit price supports current value sales, offsetting volume declines

More positive weather conditions should help improve supply of key ingredients over forecast period

Players likely to reformulate or launch reduced sugar juice to address tax increase

COMPETITIVE LANDSCAPE

Leading player Clover faces increasing competition

Differing experiences for smaller players

Private label offers attractive options to price-sensitive consumers

CATEGORY DATA

Table 96 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 97 Off-trade Sales of Juice by Category: Value 2014-2019
Table 98 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 99 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 100 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 101 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 102 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 103 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 104 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 105 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 106 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 107 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 108 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 109 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 110 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in South Africa

PROSPECTS

RTD Tea in South Africa

HEADLINES

PROSPECTS

Improving performance for RTD tea supported by busy lifestyles of more affluent urban consumers

Health trend supports increasing demand for green tea and rooibos variants

Strong value growth for on-trade sales due to higher margins

COMPETITIVE LANDSCAPE

Leader Lipton feels pressure from smaller dynamic brands

Competition intensifies within RTD tea as smaller players capitalise on rising demand for exciting flavours and healthier variants

Carbonated RTD tea unlikely to reappear in neat future

CATEGORY DATA

Table 111 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 112 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 113 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 114 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 115 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 116 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 117 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 118 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 119 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 120 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 121 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 122 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 123 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in South Africa

HEADLINES

PROSPECTS

Slowing demand for sports drinks as bottled water satisfies basic rehydration purposes

Rising health trend can support sales of sports drinks through gyms as South Africans look to increase fitness levels

Sugar tax encourages ongoing development of healthier variants

COMPETITIVE LANDSCAPE

Concentrated competitive landscape but smaller players slowly gain ground

Strong growth performance for Bos Sport, highlighting use of local natural rooibos as an ingredient

Further flavour development expected to maintain consumers’ interest

CATEGORY DATA

Table 124 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 125 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 126 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 127 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 128 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 129 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 130 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 131 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 132 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 133 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 134 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 135 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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Megatrends

Country Report

Soft Drinks in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

Polarising LSM groups help shape soft drinks in line with unstable economic environment

Bottled water benefits from health trend and increased sugar tax on other soft drinks

Competition intensifies as private label gains favour amongst price-sensitive consumers

Producers look to attract more affluent consumers with interesting flavours and health-positioned products

Stable performance for soft drinks with more positive economic outlook predicted to lead to stronger performances for some categories

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Overview

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Table of Contents

Soft Drinks in South Africa

EXECUTIVE SUMMARY

Polarising LSM groups help shape soft drinks in line with unstable economic environment

Bottled water benefits from health trend and increased sugar tax on other soft drinks

Competition intensifies as private label gains favour amongst price-sensitive consumers

Producers look to attract more affluent consumers with interesting flavours and health-positioned products

Stable performance for soft drinks with more positive economic outlook predicted to lead to stronger performances for some categories

MARKET DATA

DEFINITIONS

SOURCES

Asian Speciality Drinks in South Africa

PROSPECTS

Bottled Water in South Africa

HEADLINES

PROSPECTS

Boost for bottled water due to drought and environmental factors

Gradual move away from carbonates supports demand for flavoured bottled water

Increasing number of smaller players entering category will drive down margins of bottled water brands

COMPETITIVE LANDSCAPE

Coca-Cola South Africa retains dominance of bottled water but experiences some competition from smaller players and private label

Tsitsikamma Crystal Spring Water expands through innovative use of flavours and pack sizes

Refill initiatives to offer safe affordable drinking water is likely inspire further development

CATEGORY DATA

Carbonates in South Africa

HEADLINES

PROSPECTS

Slower demand for regular cola carbonates following sugar tax

Strong performance by low calorie cola carbonates supported by health trend and lower unit price

Tonic water/other bitters taps into trend for premium mixers paired with craft spirits

COMPETITIVE LANDSCAPE

Coca-Cola retains dominance but focuses on various strategies to retain consumers’ attention in line with health trend

Private label attracts price-sensitive consumers within regular cola carbonates

Strong performances for players present in tonic waters/other bitters

CATEGORY DATA

Concentrates in South Africa

HEADLINES

PROSPECTS

Declining unit price of liquid concentrates will lead to improving volume sales over forecast period

Further competition between affordable private label and brands predicted to intensify

Higher dilution ratio could help players to mitigate sugar tax issue

COMPETITIVE LANDSCAPE

Diverse product portfolio helps strengthen leadership for Bromor Foods

Affordable Dynamic Brands under pressure from private label

Promasidor continues to gain share within powder concentrates

CATEGORY DATA

Energy Drinks in South Africa

HEADLINES

PROSPECTS

Entry of smaller brands at lower price point supports declining unit price

On-trade sales offer higher profit margins for energy drinks producers

Greater scrutiny for energy drinks likely to lead to slower demand

COMPETITIVE LANDSCAPE

New release for Coca-Cola could further strengthen its leadership

Smaller players to gain traction with offer of lower priced energy drinks

Social media engagement important strategy to attract target audience

CATEGORY DATA

Juice in South Africa

HEADLINES

PROSPECTS

Rising unit price supports current value sales, offsetting volume declines

More positive weather conditions should help improve supply of key ingredients over forecast period

Players likely to reformulate or launch reduced sugar juice to address tax increase

COMPETITIVE LANDSCAPE