South Africa Brand Report: Consumers of Baby Food


March 16, 2012
75 Pages - SKU: ANYX3904704
License type:
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Countries covered: South Africa
This comprehensive report examines the South African purchasers of baby food: Competitor analysis of key brands in the segment, Detailed consumer geo-demographic profiling, Cellphone/Mobile, Internet, Lifestyle and Media consumption.

The consumer analysis is based on the latest annual consumer survey among a nationally representative sample of more than 25,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are: 
  • Who are the key players and brands in the market and how are they positioned?
  • What are the important consumer and market trends that should be included in your business strategy?
  • Who are the users (purchasers) and non users of baby food? e.g. age, gender, affluence, life-stage, geographics
  • How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
  • What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines
It provides a comprehensive consumer profile of the baby food category (minimum category sample = 1 644 consumers), as well as a detailed segmentation by brand, namely: Nestle Jars, Nestle Baby Delight, Nestle Baby Menu, Purity Jarred Bottled food, Purity Boxed Meals/Desserts, Purity Juices.

It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of  the baby food category by brand, making it a vital reference report for anyone wanting to understand this segment of the market.  

Why purchase this market research report?  
  • The report focuses on consumer-based intelligence – the most valuable brand asset
  • Includes a detailed competitor analysis and brand positioning
  • 75 page report with 70+ charts, graphs, tables
  • Salient points and key insights are highlighted and summarised in comment boxes on each page
 


SA Population Demographic Overview
i. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
ii. SA Province Overview (2011): GDP Contribution And Population Size
iii. SA Age Estimate (2011): South African Population Age Distribution
iv. SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female
1. Company/Brand analysis
1.1. Nestle
1.2. Purity Baby Food
2. Geo-Demographic Profile of Baby Food Users (Purchasers) and Non-Users (Non-Purchasers)
2.1. Baby Food Users (Purchasers): Overview: Total adult population (2009-2011)
2.2. Gender: Male; Female
2.3. Age: 15-19; 20-24, 25-29, 30-39, 40-49, 50-54, 55-64, 60+
2.4. Lifestage: At home singles; Starting-out singles; Couples; Parents; Single parents
2.5. LSM Group: 1-4; 5; 6; 7; 8; 9; 10
2.6. Population Group: Black; White; Coloured; Indian
2.7. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
2.8. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
2.9. Community Type: Rural; Small Village, Large Village, Small Town, Large Town, City, Metropolitan Area
3. Market Trends (2009-2011)
3.1. Consumer Trends by Brand: 2009-2011
3.2 . Baby Food Usage Trends: 2009 – 2011
3.3 . Baby Food Usage (light, medium, heavy) by LSM (2011)
3.4 . Baby Food Usage (light, medium, heavy) by Population Group (2011)
3.5 . Baby Food Usage (light, medium, heavy) by Home Language (2011)
4. Brand Profile and Brand Penetration (2011): Nestle Jars; Nestle Baby Delight; Nestle Baby Menu; Purity Bottled/Jarred food; Purity Boxed Meals/Desserts; Purity Juices
4.1. Gender Profile: Brand and brand penetration of each brand by gender
4.2. Age Profile: Brand Profile and brand penetration of each brand by age
4.3. Lifestage Profile: Brand profile and brand penetration of each brand by lifestage
4.4. LSM Profile: Brand profile and brand penetration of each brand by LSM group
4.5. Population Group: Brand profile and brand penetration of each brand by population group
4.6. Home Language: Brand Profile ad brand penetration of each brand by home language
4.7. Province Profile: Brand Profile and brand penetration of each brand by province
4.8. Community Profile: Brand Profile and brand penetration of each brand by community
5. Cellphone & Internet (2011): Nestle Jars; Nestle Baby Delight; Nestle Baby Menu; Purity Bottled/Jarred food; Purity Boxed Meals/Desserts; Purity Juices
5.1. Cellphone Ownership: Cellphone ownership by brand
5.2. Payment Mechanism: Payment Mechanism brand
5.3. Make of Cellphone: Cellphone brands by segment brand
5.4. Cellular Network Provider: Cellular network provider by brand
5.5. Cellphone Activities: Daily cellphone activities by brand
5.6. PC and Laptop Ownership: Ownership of PC and Laptop by brand
5.7. Internet Access (Past 7 Days): Internet access in past seven days by brand
5.8. Internet Activities: Internet activities by brand
5.9. Online Purchase (Past 12 Months): Online purchase in the past 12 months by brand
6. Lifestyle (2011): Nestle Jars; Nestle Baby Delight; Nestle Baby Menu; Purity Bottled/Jarred food; Purity Boxed Meals/Desserts; Purity Juices
6.1. Financial Institutions: Main bank for all banking transactions by brand
6.2. Sports Interests: Top 10 Sports interested in by selected brand
6.3. Sports Participation: Top 10 Sports participated in by selected brand
6.4. Favourite Music: Top 10 Favourite music types by selected brand
6.5. Frequency of cinema visits: Frequency of cinema visits in average four weeks by brand
7. Media (2011): Nestle Jars; Nestle Baby Delight; Nestle Baby Menu; Purity Bottled/Jarred food; Purity Boxed Meals/Desserts; Purity Juices
7.1. Online Media Usage: Online media usage by brand
7.2 Average Newspaper Readership: Average readership of daily and weekly newspapers by brand
7.3. Newspaper Readership: Top three daily and weekly newspapers by brand
7.4. Average Magazine Readership: Average readership of weekly and monthly magazines by brand
7.5. Magazine Readership: Top three weekly and monthly magazines by brand
7.6. Top 3 TV channels (Past 7 Days): Top three terrestrial TV channels viewed past 7 days by brand
7.7. Top 3 DSTV TV channels: Top three DSTV TV channels viewed past 7 days by brand
7.8. Radio Stations (Past 7 Days): Top three radio stations listened to in past 7 days by brand

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