South African Brand Report: Consumers of Vitamins and Supplemements


April 19, 2012
91 Pages - SKU: ANYX3904643
License type:
Table of Contents Search inside this report Related Reports Detailed Contents
Countries covered: South Africa
This comprehensive report examines the South African vitamin & supplement segment: Historical market sales (past 5 years), Sales forecasts until 2014, Global and local consumer/market trends, Geo-demographic trends (2007-2011) among users of vitamin and supplements, Competitor analysis of key brands in the segment, Detailed geo-demographic brand profile and brand penetration analysis, Cellphone, Internet, Lifestyle and Media consumption (2011).

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:  
  • What are the historical market sales and forecasts until 2014?
  • 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 of vitamins and supplements? What are geo-demographic trends among users e.g. age, gender, affluence, life-stage, geo-demographics
  • 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 entire vitamin & supplement segment (minimum category sample = 3631 consumers), as well as a detailed segmentation by brand, namely: Berocca; Bioplus; Bio-Strath; Cal-C-Vita; Caltrate; Centrum; Herbex; Natures Health; Scott’s Emulsion; Spirulina; Supradyn; Turbovite; Vital.

Additional brands that are included in the market trends and geo-demographic trends analysis of vitamin & supplement users: Bettaway; Natura; Dynamisan; Ensure and USN.

It examines in detail the demographics, lifestyle, media consumption and cell phone and Internet usage of  the vitamin & supplement segment by brand, making it a vital reference report for anyone wanting  to understand this segment of the market.  

Why purchase this market research reports?  
  • The report focuses on consumer-based intelligence – the most valuable brand asset
  • Provides a comprehensive analysis of the “big picture” with global and local consumer/market trends
  • Historical sales (past 5 years) and sales forecasts until 2014
  • Includes a detailed competitor analysis and brand positioning
  • 91 page report with 100+ charts, graphs, tables
  • Salient points and key insights are highlighted and summarised in comment boxes on each page


1. SA Population Demographic Overview
1.1 South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
1.2 SA Province Overview (2011): GDP Contribution And Population Size
1.3 SA Age Estimate (2011): South African Population Age Distribution
1.4 SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female
2. Historical Sales and Forecasts
2.1. OTC Medicine Sales in South-Africa: 2003-209 (Actual sales); 2010-2014 (Forecasts)
2.2. OTC Medicine Sales as a percentage of total sales in South Africa: 2003-2009 (Actual sales); 2010-2014 (Forecasts)
2.3. OTC Medicine Sales by category: Vitamin and Minerals; Skin Treatment; Analgesics, Cough and Cold; Digestives: 2003-2009 (Actual sales); 2010-2014 (Forecasts)
2.4. Vitamin and Mineral Sales in South Africa: 2003-2009 (Actual sales); 2010-2014 (Forecasts)
3. Company/ Brand Analysis
3.1. Competitor Analysis: Top Vitamin & Supplement Brands: Berocca; Cal-C-Vita; Bioplus; Vital; Nativa; Turbovite
3.2. The Global Nutraceutical Market: Overview of the Global VMS market
3.3. South African VMS Industry: Overview of the South African market; South African consumer trends: Children; Young Adults; Middle Aged Adults, Baby Boomers and Pensioners
4. Vitamin and Supplement Usage & Brand Trends
4.1. Vitamin and Supplement Users: Overview: Total adult population (2007-2011)
4.2 Consumption Frequency: Light, Medium, Heavy
4.3. Consumer Trends by brand 2009-2011: Cal-C-Vita, Berocca, Bioplus, Centrum, Natures Health, Vital, Biostrath, Scott’s Emulsion, Spirulina, Bettaway, Herbex, Natura, Supradyn, Turbo Energy, Turbovite, Caltrate, Dynamisan, Ensure, USN, Other Brands
5. Geo-Demographic Trends among Consumers 2007 -2011
5.1. Gender Profile: Male; Female
5.2. Age Profile: 16-19; 20-24, 25-34, 35-44, 45-49, 50-54, 55-64, 65+
5.3. Lifestage Profile: At home singles; Starting-out singles; Couples; Parents; Single parents
5.4. LSM Group Profile: 1-4; 5-6; 7-8; 9-10
5.5. Population Group Profile: Black; White; Coloured; Indian
5.6. Home Language Profile: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
5.7. Province Profile: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
5.8. Community Type Profile: Settlements and Non-Urban areas, Small Towns and Villages, Cities and Large Towns , Metropolitan Areas
6. Brand Profile and Brand Penetration (2011): Berocca; Bioplus; Bio-Strath; Cal-C-Vita; Caltrate; Centrum; Herbex, Natures Health; Scott’s Emulsion, Spirulina; Supradyn; Turbovite; Vital
6.1. Gender Profile: Brand and brand penetration of each brand by gender
6.2. Age Profile: Brand Profile and brand penetration of each brand by age
6.3. Lifestage Profile: Brand profile and brand penetration of each brand by lifestage
6.4. LSM Profile: Brand profile and brand penetration of each brand by LSM group
6.5. Population Group: Brand profile and brand penetration of each brand by population group
6.6. Home Language: Brand Profile ad brand penetration of each brand by home language
6.7. Province Profile: Brand Profile and brand penetration of each brand by province
6.8. Community Profile: Brand Profile and brand penetration of each brand by community
6.9. Consumption Frequency: LSM Profile and penetration :usage: High, Medium, Low
7. Cellphone and Internet (2011): Berocca; Bioplus; Bio-Strath; Cal-C-Vita; Caltrate; Centrum; Herbex, Natures Health; Scott’s Emulsion, Spirulina; Supradyn; Turbovite; Vital
7.1. Cellphone Usage: Cellphone usage by brand
7.2. Make of Cellphone: Cellphone brands by segment brand
7.3. Cellular Network Provider: Cellular network provider by brand
7.4. Daily Cellphone Activities: Cellphone activities by brand
7.5 PC and Laptop Ownership: Ownership of PC and Laptop by brand
7.6. Internet Access (Past 7 Days): Internet access in past seven days by brand
7.7 Internet Activities: Internet Activities by brand
7.8. Internet Purchases (Past 12 Months): Internet purchases by brand
8. Lifestyle (2011): Berocca; Bioplus; Bio-Strath; Cal-C-Vita; Caltrate; Centrum; Herbex, Natures Health; Scott’s Emulsion, Spirulina; Supradyn; Turbovite; Vital
8.1. Main Bank: Main bank by brand
8.2. Sports Interests: Sports interested in by selected brand
8.3. Sports Participation: Sports participated in by selected brand
8.4. Favourite Music: Favourite music types by selected brand
8.5. Frequency of cinema visits: Frequency of cinema visits in average four weeks by brand
9. Media (2011): Berocca; Bioplus; Bio-Strath; Cal-C-Vita; Caltrate; Centrum; Herbex, Natures Health; Scott’s Emulsion, Spirulina; Supradyn; Turbovite; Vital
9.1 Online Media Usage: Reading a Newspaper, Read/Access Current News, Watch TV Online, Listen to the Radio Online
9.2. Average Newspaper Readership: Average readership of daily and weekly newspapers by brand
9.3. Newspaper Readership: Top three daily and weekly newspapers by brand
9.4. Average Magazine Readership: Average readership of weekly and monthly magazines by brand
9.5. Magazine Readership: Top three weekly and monthly magazines by brand
9.6. Top 3 TV channels (Past 7 Days): Top three terrestrial TV channels viewed past 7 days by brand
9.7. Top 3 DSTV TV channels: Top three DSTV TV channels viewed past 7 days by brand
9.8. Top 3 Radio Stations (Past 7 Days): Top three radio stations listened to in past 7 days by brand

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