Boston, MA -- (ReleaseWire) -- 07/02/2014 -- There was an increasing trend towards fixed-weight hard cheese over the review period. This may be due in some part to the fact that unpackaged hard cheese is considered less hygienic, as it has been handled by more people. It also helps consumers purchase cheese within a budget.
Parmalat SA dominates the South African cheese environment with a value share of 24% in 2013. This was followed by Clover SA with 14%, Dairybelle on 8% and finally Lancewood Holdings on 3% in 2013. Parmalat SA's Bonnita, and the Parmalat and Simonsberg brands fall among the top four, with Dairybelle's eponymous brand holding second position after Bonnita. Parmalat's Simonsberg and Melrose brands lead processed cheese with shares of 26% and 25% respectively in 2013. The company's Bonnita brand leads unprocessed cheese with a share of 11% in 2013.
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The South African cheese environment is expected to remain fairly stable over the forecast period. Manufacturers will focus on generating interest at the bottom end of the market in order to increase the target consumer group. This means that unspreadable processed cheese will remain a popular choice over the forecast period, driven by brands such as Melrose, which will continue to be popular as consumers perceive such products as offering value for money. Overall, consumers are likely to maintain similar tastes, sticking to the tried and tested slices, triangles and other processed spreadable cheeses such as cream cheese, where private label products are increasingly gaining ground. Manufacturers in this category will suffer from increasing pressure to either innovate with new add flavours or packaging, or to maintain prices in order to maintain share.
Drinking Milk Products Health and wellness and convenience remain key focus points of manufacturers when targeting consumers within the drinking milk category. Parmalat's Steri-Stumpie is now available in a 1-litre take-home pack size, and Clover's UHT milk is also available in a more convenient shaped bottle.
Clover SA dominates South African drinking milk products with a value share of 29% in 2013. This is followed by Parmalat SA with a 15% share and Pick 'n Pay Retailers on 12%.
It is thought that convenience will continue to be a driver of growth over the forecast period. UHT milk and flavoured milk drinks both saw packaging updates over the review period, in order to meet consumer demand for convenience, easy storage and ease of use.
Yoghurt and Sour Milk Drinks The South African yoghurt and sour milk drinks category felt the impact of reduced consumer spend within this "luxury" segment. Despite having increased disposable income compared with the previous year, consumers remain cautious in their spending habits, and sales of yoghurt remain fairly low. Mothers may choose to purchase flavoured spoonable yoghurt due its perceived health benefits for their children, but are less likely to purchase yoghurt for their own consumption.
Danone Southern Africa dominates the South African yoghurt and sour milk drinks environment, with a value share of 46% in 2013. Its Nutriday spoonable yoghurt brand was the leading brand with a 30% value share in 2013. Its Inkomazi Maas sour milk drink brand holds second position with 8%, while its Yogi Sip drinking yoghurt brand held 3%, sitting in fifth position behind private label products. Parmalat SA held an overall share of 7%, and the company's Parmalat brand held 5% at the end of the review period.
Packaging innovation should continue to stimulate consumer interest within the yoghurt category over the forecast period. By ensuring that the product meets demand for either on-the-go consumption or bulk family size for at-home consumption, manufacturers may increase the occasions for consuming yoghurt. Emphasising the health benefits of consuming yoghurt should also serve to drive future growth in the category.
Other Dairy Other dairy is a category that struggles when consumers have reduced disposable income. This is why manufacturers need to focus on emphasising the health benefits of their products in order to stimulate consumer interest in the category. Products such as fromage frais and quark can stimulate consumer interest by educating them regarding the health benefits of the products, ie being low in fat and low in cholesterol.
Nestle South Africa dominated South African other dairy products with a value share of 43% in 2013. It was followed by National Brands with 22%. Parmalat SA, Clover SA and Dairybelle each held value shares of 3-4%.
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