Finweek English Edition - - ADVERTISING & MARKETING -

greasy chicken and chips may be the kinds of food beloved of South Africans, but they are also renowned for a ten­dency to i nduce heart at­tacks. But BMi Re­search, which sur­veys what shop­pers are putting into their trol­leys, finds that South Africans are in­vest­ing more in their health and well-be­ing, de­spite the in­creased price tag and su­pressed eco­nomic cli­mate.

One of the mar­ket lead­ers in this re­gard is yo­ghurt, says BMI Re­search CEO Gareth Pear­son.

“The yo­ghurt mar­ket in South Africa has av­er­aged 7% vol­ume growth over the last decade, de­spite one or two years of min­i­mal growth. This is driven by con­tin­ued prod­uct in­no­va­tion, an in­creased de­mand for healthy, tasty foods and the fact that yo­ghurt is ready to eat, so it fits into the cur­rent on-the-go cul­ture.”

BMi Re­search spe­cialises in con­sumer and in­dus­trial re­search.

Not far be­hind yo­ghurt in terms of over­all mar­ket growth is break­fast ce­re­als. For years con­sumers have been told to start their day with a healthy break­fast, and now it seems that mes­sage has taken root. The most re­cent fig­ures in­di­cate a 5.8% vol­ume growth in cold ce­re­als.

An­other cat­e­gory that con­stantly demon­strates strong growth – and dou­ble-digit growth at that, for the past two con­sec­u­tive years at least – is the rooi­bos tea cat­e­gory. We’re see­ing a marked in­crease in mar­ket share as South Africans swap their tra­di­tional black tea for rooi­bos, again pre­sum­ably be­cause of the pos­i­tive health spinoffs.

The trend to­wards health­ier vari­ants can be seen in may­on­naise and salad creams.

In­no­va­tive prod­uct vari­ants that tap into this trend are also be­lieved to be be­hind in­creased con­sumer loy­alty in cat­e­gories not tra­di­tion­ally as­so­ci­ated with health ben­e­fits, such as mar­garine and i ce- cream. Here “l i te” vari­ants fea­tur­ing low-fat for­mu­la­tions and nat­u­ral colourants and flavourants are prov­ing to be pop­u­lar.

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