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Country Report

Soft Drinks in

Soft Drinks in South Africa

Feb 2021

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Executive Summary

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COVID-19 impact on soft drinks

South Africa was already in a recession prior to the COVID-19 pandemic, and many consumers did not have the means to stockpile soft drinks in 2020. Soft drinks were classed as essential, and therefore still able to be sold across retail outlets, and there were no major shortages or issues with supply chains as soft drinks tend to be produced locally.

COVID-19 country impact

The initial hard lockdown spanned 26 March to 30 April. During this time, borders were closed to tourists but not for the distribution of goods, while inter-provincial travel was banned, and domestic and international tourist flights ceased.

Company response

South African consumers are price sensitive, and this was heightened in 2020 as budgets became more constrained, with many consumers opting out of soft drinks purchases unless they were on promotion. Retailers and manufacturers adapted to this by offering greater price promotions and bulk deals and increasing pack sizes.

Retailing shift

In general, distribution has not been negatively affected by the COVID-19 pandemic, primarily due to the fact that most soft drinks in South Africa are produced locally. Soft drinks were also available throughout the lockdown through grocery retailers, as they were classed as an ‘essential’ product.

Foodservice vs retail split

Foodservice establishments were fully closed between the end of March and the beginning of June, with only limited off-site consumption allowed until mid-June, when ‘sit-down’ services were available again, albeit with social distancing in place and restrictions on the number of customers that could enter. Although on-trade establishments are allowed to operate, many have closed down due to the economic impact of COVID-19.

What next for soft drinks?

On-trade volume sales in most categories are expected to recover by 2021, while expected price increases across some categories will see current value growth, with manufacturers expected to pass on increased costs to consumers. With a comprehensive vaccination programme likely to remain some ways off, and economic turmoil likely to be visible for the foreseeable future, consumers will gravitate towards lower-priced products, including private label.

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Soft Drinks Sample Report Soft Drinks Sample Data

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.

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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

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
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 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in South Africa

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in South Africa

KEY DATA FINDINGS

2020 IMPACT

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

Larger packaging more popular in 2020, with fewer opportunities to impulse buy smaller packs

Low calorie carbonates resonate thanks to healthier perception and lower prices

RECOVERY AND OPPORTUNITIES

Gloomy economic outlook will see South Africans prioritise value for money in future

On-trade sales of carbonates will play catch up with off-trade sales, as consumers stay at home

Low calorie carbonates will perform better than regular carbonates, with heavier investment from manufacturers

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in South Africa

KEY DATA FINDINGS

2020 IMPACT

Price promotions and private label brands attract cash-strapped consumers in 2020

Fluctuations in growth patterns reflect uncertainty in 2020

Leading player Clover faces increasing competition from smaller players with more affordable juice brands

RECOVERY AND OPPORTUNITIES

Price will remain a key factor for consumers over the forecast period

Changes in consumer behaviour will benefit e-commerce in the future

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

CATEGORY DATA

Table 54 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 55 Off-trade Sales of Juice by Category: Value 2015-2020
Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in South Africa

KEY DATA FINDINGS

2020 IMPACT

Limited stockpiling trend but demand for larger pack sizes grows

Coca-Cola South Africa maintains its lead in bottled water, but smaller players and private label gain share

Refill initiatives offer South Africans safe, affordable drinking water

RECOVERY AND OPPORTUNITIES

Gradual move away from carbonates supports demand for flavoured bottled water

Still spring bottled water has a bright future, but growth in functional bottled water will rely on innovation and clever marketing strategies

On-trade sales will continue to decline in 2021 until foodservice establishments resume normal business

CATEGORY DATA

Table 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in South Africa

KEY DATA FINDINGS

2020 IMPACT

Sports drinks suffers from gym closures and loss of sporting events in 2020

Soft drinks supplies remain stable in 2020, and consumers opt for online shopping experiences

Concentrated competitive landscape, but smaller players slowly gain ground

RECOVERY AND OPPORTUNITIES

Demand for sports drinks will slow as bottled water satisfies basic rehydration needs

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

Smaller players and private label will gain ground in sports drinks, offering price-conscious consumers good value for money

CATEGORY DATA

Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in South Africa

KEY DATA FINDINGS

2020 IMPACT

On-trade closures impacts energy drinks heavily in 2020, but off-trade sales record strong growth

High visibility and new product development enable Coca-Cola to maintain its lead in energy drinks

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

RECOVERY AND OPPORTUNITIES

Complex factors will lead to an uncertain landscape in energy drinks across the forecast period

Changes in consumer behaviour pose challenges for on-trade growth in energy drinks

Greater scrutiny for energy drinks likely to lead to increased activity in reduced energy drinks

CATEGORY DATA

Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in South Africa

KEY DATA FINDINGS

2020 IMPACT

Concentrates records modest growth in 2020 thanks to affordable prices

Diverse product portfolio helps Bromor Foods maintain the lead ahead of Continental Beverages

Few shifts in channel share in 2020, as consumers who purchase concentrates have limited access to online shopping

RECOVERY AND OPPORTUNITIES

Higher dilution ratio could help players mitigate sugar tax issue

E-commerce likely to see minimal growth in concentrates as a result of consumer demographics

Further competition between affordable private label and brands predicted to intensify

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 109 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 110 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 111 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 112 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 113 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 114 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 115 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 116 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 117 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 118 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 119 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 120 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 121 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 122 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in South Africa

KEY DATA FINDINGS

2020 IMPACT

Off-trade volume sales increase marginally, but on-trade growth halves

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

RECOVERY AND OPPORTUNITIES

Competition will increase with private label expansion, but carbonated RTD tea is unlikely to reappear

Health trends will increase demand for green tea and rooibos variants

Larger pack sizes will offer convenience and better value for money

CATEGORY DATA

Table 123 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 124 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

Megatrends

Country Report

Soft Drinks in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

APPENDIX

Fountain sales in South Africa

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Carbonates in South Africa

KEY DATA FINDINGS

2020 IMPACT

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

Larger packaging more popular in 2020, with fewer opportunities to impulse buy smaller packs

Low calorie carbonates resonate thanks to healthier perception and lower prices

RECOVERY AND OPPORTUNITIES

Gloomy economic outlook will see South Africans prioritise value for money in future

On-trade sales of carbonates will play catch up with off-trade sales, as consumers stay at home

Low calorie carbonates will perform better than regular carbonates, with heavier investment from manufacturers

CATEGORY DATA

Juice in South Africa

KEY DATA FINDINGS

2020 IMPACT

Price promotions and private label brands attract cash-strapped consumers in 2020

Fluctuations in growth patterns reflect uncertainty in 2020

Leading player Clover faces increasing competition from smaller players with more affordable juice brands

RECOVERY AND OPPORTUNITIES

Price will remain a key factor for consumers over the forecast period

Changes in consumer behaviour will benefit e-commerce in the future

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

CATEGORY DATA

Bottled Water in South Africa

KEY DATA FINDINGS

2020 IMPACT

Limited stockpiling trend but demand for larger pack sizes grows

Coca-Cola South Africa maintains its lead in bottled water, but smaller players and private label gain share

Refill initiatives offer South Africans safe, affordable drinking water

RECOVERY AND OPPORTUNITIES

Gradual move away from carbonates supports demand for flavoured bottled water

Still spring bottled water has a bright future, but growth in functional bottled water will rely on innovation and clever marketing strategies

On-trade sales will continue to decline in 2021 until foodservice establishments resume normal business

CATEGORY DATA

Sports Drinks in South Africa

KEY DATA FINDINGS

2020 IMPACT

Sports drinks suffers from gym closures and loss of sporting events in 2020

Soft drinks supplies remain stable in 2020, and consumers opt for online shopping experiences

Concentrated competitive landscape, but smaller players slowly gain ground

RECOVERY AND OPPORTUNITIES

Demand for sports drinks will slow as bottled water satisfies basic rehydration needs

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

Smaller players and private label will gain ground in sports drinks, offering price-conscious consumers good value for money

CATEGORY DATA

Energy Drinks in South Africa

KEY DATA FINDINGS