BOEREWORS AND PAP,
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.