Market Research Logo

The Baby Food Sector in South Africa, 2019

The Baby Food Sector in South Africa, 2019

Summary

The retail sales for baby food in South Africa stood at R5.4 billion (US$407 million) in 2018, up 66% on 2012. The sector remained vibrant up to 2016, despite a poor economic climate, but has recently been adversely affected by lower birth numbers and a continuing sluggish economy. However, all categories, aside from baby drinks, have expanded in real terms over this period. Consumption per baby aged 0-3 years stood at 12.7kg in 2018, but because only a proportion of mothers are in a financial position to purchase baby food, per capita figures underestimate the average amount of baby food consumed by the babies that do eat it.

The highest growth rate over the period 2012 to 2018 was registered by wet meals, where retail sales doubled and volume sales rose by 12%. The category has been able to maintain stable volume sales thanks to the appearance of new products, principally pouches, which have worked to balance the adverse swing caused by a trend towards home-prepared meals. The cereals category has also shown above-average growth, whereas drinks are in decline. Milks, however, remains the dominant product group, accounting for 69% of retail sales and 52% of volume in 2018.

There is significant domestic production, with market leader Nestlé producing both its milks and cereals in the country. Other local producers include Tiger Brands, Aspen, and Rhodes Food Group. Imports have fallen considerably in recent years, from a recent high of over 5,000 tons in 2012 to 1,425 tons in 2017. The largest supplier of milks over the past few years has consistently been Germany.

Nestlé, despite losing share, has been the most important supplier throughout this period, accounting for 52.5% of total market value in 2018. Tiger Brands (Purity) is in second place with 21%, while Aspen (which sold its business to Lactalis in late 2018) has been strengthening its position, gaining a share of 19%. Other players include Abbott and companies offering organic or “healthier” food, including Allganix (Olli’s), Hipp, Rhodes (Squish), and Woolworths.

Baby food is distributed through a variety of outlets in South Africa and there are no restrictions on its sale. Supermarkets are the main source of supply, accounting for over half of volumes, while hypermarkets are growing in importance. Pharmacies are also a significant point of distribution, especially in the milks and cereals categories, and specialist baby stores are becoming more popular.

The Baby Food Sector in South Africa, 2019, is an analytical report which provides extensive and highly detailed current and future market trends in the South African market. The report offers -

  • Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry
  • Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors
  • Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands
  • Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel
  • Future projections considering various trends which are likely to affect the industry
Companies Mentioned: Nestlé (South Africa) (Pty) Ltd, Tiger Brands Ltd, Aspen Nutritionals (Pty) Ltd, Other Suppliers

Scope
  • The top three Living Standards Measure (LSM) groups, 8-10, are the main purchasers of commercially prepared baby food, and these groups represented just 24.5% of the population in 2015.
  • Consumption per baby aged 0-3 years stood at 12.7 kg in 2018, but because only a proportion of mothers are in a financial position to purchase baby food.
  • The highest growth rate over the period 2012 to 2018 was registered by wet meals, where retail sales doubled and volume sales rose by 12%.
  • There is significant domestic production, with market leader Nestlé producing both its milks and cereals in the country. Other local producers include Tiger Brands, Aspen, and Rhodes Food Group.
  • Nestlé, despite losing share, has been the most important supplier throughout this period, accounting for 52.5% of total market value in 2018. Tiger Brands (Purity) is in second place with 21%, while Aspen (which sold its business to Lactalis in late 2018) has been strengthening its position, gaining a share of 19%.
  • Supermarkets are the main source of supply, accounting for over half of volumes, while hypermarkets are growing in importance.
  • The market is expected to increase by 65% in current price terms between 2018 and 2024.
Reasons to buy
  • Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
  • Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
  • Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
  • Investigates which categories are performing the best and how this is changing market dynamics.


Introduction
Executive Summary
Definitions
Background to the Market
Birth: Live Birth Rates
Births: Live Births by Region
The Consumer
Socio-Demographic Trends
Working Women
Regulations
Breastfeeding Trends
Overview
Sector Overview
Manufacturers Shares
Category Analysis
Baby Milks
Baby Cereals
Baby Meals
Baby Drinks
Production and trade
Production
Imports
Exports
Company profiles
Introduction
Nestlé (South Africa) (Pty) Ltd
Tiger Brands Ltd
Aspen Nutritionals (Pty) Ltd
Other Suppliers
Distribution
Baby Food Retailing
Economic background
Political and Economic Background
Prospects and forecasts
Birth & Population Projections
Forecast Overview
Future Trends
Appendix
Additional Data Tables
Summary Methodology
About Globaldata
List of Tables
Table 1: Birth & Population Trends, 2008-2018
Table 2: Live Births by Province, 2010-2017
Table 3: Living Standard Measures, 2010-2015
Table 4: Ownership of Household Goods
Table 5: Annual Average Household Expenditure on Food, Beverages & Tobacco by Population Group, 2014/15
Table 6: Number of Women of Childbearing Age by Age Group, 2012 & 2018
Table 7: Current Birth Registrations by Age of Mother, 2010-2017
Table 8: Estimated Total Fertility Rates, 1996-2011
Table 9: Female Employment Trends, 2010-2018
Table 10: Employment Situation by Population Group, 2017
Table 11: Breastfeeding Status by Age, 2003/04 and 2016
Table 12: Breastfeeding Status by Age, 2016
Table 13: Breastfeeding Rates by Socio-Demographic Characteristic, 1998 & 2003
Table 14: Market Size, 2018, & Growth Rates, 2012-2018
Table 15: Baby Food: Manufacturer Share Trends, %, 2013-2018
Table 16: Baby Food: Manufacturer Shares by Category, %, 2018
Table 17: Baby Milks: Category Size, 2018
Table 18: Baby Milks: Category Growth, % 2012-2018
Table 19: Baby Milks: Price Positioning, 2018
Table 20: Baby Milks: Manufacturer Shares, % Value, 2013-2018
Table 21: Baby Milks: Manufacturer Shares, % Volume, 2014-2018
Table 22: Baby Cereals: Category Size, 2018
Table 23: Baby Cereals: Category Growth, % 2012-2018
Table 24: Cereals: Price Positioning, 2018
Table 25: Finger Foods: Price Positioning, 2018
Table 26: Baby Cereals: Manufacturer Shares, Trends, %, 2013-2018
Table 27: Baby Meals: Category Size, 2018
Table 28: Baby Meals: Category Growth, % 2012-2018
Table 29: Wet Meals: Price Positioning, 2018
Table 30: Wet Baby Meals: Manufacturer Shares, %, 2013-2018
Table 31: Baby Drinks: Category Size, 2018
Table 32: Baby Drinks: Category Growth, % 2012-2018
Table 33: Baby Drinks: Price Positioning, 2018
Table 34: Baby Drinks/Juices: Manufacturer Shares, %, 2013-2018
Table 35: Baby Food: Sales by Store Type, 2013-2018
Table 36: Baby Food: Sales by Category & Store Type, 2018
Table 37: Key Macro-Economic Indicators, 2012-2019
Table 38: Key Macroeconomic Forecasts, 2018-2024
Table 39: Birth & Population Projections, 2012-2024
Table 40: Baby Food: Category Growth, 2018-2024
Table 41: Baby Population, Number of Babies, ‘000, 2008-2024
Table 42: Baby Food: Market Value, Current Prices, 2012-2018
Table 43: Baby Food: Market Value, Constant Prices, 2012-2018
Table 44: Baby Food: Market Value, US$ Million, 2012-2018
Table 45: Baby Food: Market Volume, Tons, 2012-2018
Table 46: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018
Table 47: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018
Table 48: Baby Food: Per Capita Expenditure, US$ Prices, 2012-2018
Table 49: Baby Food: Per Capita Consumption, Grams, 2012-2018
Table 50: Baby Milks: Category Trends, 2012-2018
Table 51: Baby Milks: Market Segmentation, Value and Volume, 2012-2018
Table 52: Milk Brand Price Analysis, 2018
Table 53: Baby Cereals: Category Trends, 2012-2018
Table 54: Meals: Category Trends, 2012-2018
Table 55: Drinks: Category Trends, 2012-2018
Table 56: Baby Milks & Cereals: Import Trends, 2012-2017
Table 57: Baby Milks & Cereals: Imports by Country of Origin, Value, 2015-2017
Table 58: Baby Milks & Cereals: Export Trends, 2012-2017
Table 59: Baby Milks & Cereals: Exports by Country of Destination, Value, 2015-2017
Table 60: Baby Food: Market Value Forecasts, Current Prices, 2018-2024
Table 61: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024
Table 62: Baby Food: Market Value Forecasts, US$ Million, 2018-2024
Table 63: Baby Food: Market Volume Forecasts, Tons, 2018-2024
Table 64: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024
Table 65: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024
Table 66: Baby Food: Per Capita Expenditure, US$, 2018-2024
Table 67: Baby Food: Per Capita Consumption, Grams, 2018-2024
List of Figures
Figure1: Baby Food: Market Size,2012-2018
Figure2: Baby Food: Per Capita Consumption, 2012-2018
Figure3: Baby Food: Market Segmentation, 2018
Figure4: Baby Food: Manufacturer Shares, Value, 2018
Figure5: Baby Food: Manufacturer Shares, Value %, 2018
Figure6: Baby Food: Manufacturer Shares, Volume %, 2018
Figure7: Baby Food: Manufacturer Shares by category, % Value, 2018
Figure8: Baby Milks: Category Trends, 2012-2018
Figure9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018
Figure10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018
Figure11: Baby Milks: Category Segmentation, Value and Volume, 2012-2018
Figure12: Baby Cereals: Category Trends, 2012-2018
Figure13: Baby Cereals: Per Capita Expenditure & Consumption, 2012-2018
Figure14: Baby Meals: Category Trends, 2012-2018
Figure15: Baby Meals: Per Capita Expenditure & Consumption, 2012-2018
Figure16: Baby Drinks: Category Trends, 2012-2018
Figure17: Baby Drinks: Per Capita Expenditure & Consumption, 2012-2018
Figure18: Baby Food: Market Size, 2018-2024
Figure19: Baby Food: Per Capita Consumption, 2018-2024
Figure20: Baby Food: Market Segmentation, 2024

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report