SOUTH AFRICA BRAND REPORT - MarketResearch · SAMPLE FROM REPORT BRAND PROFILE: HOME LANGUAGE 22% of Bioplus most often consumers were Afrikaans home language speakers compared to

©Analytix Business Intelligence 2012

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SOUTH AFRICA BRAND REPORT

– CONSUMERS OF ENERGY DRINKS –

COMPILED: JANUARY 2012


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REPORT OVERVIEW

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Compiled: January 2012

(79 pages)

This comprehensive report examines the South African consumers of energy drinks: Historical

soft drink market sales (past 5 years), Sales forecasts until 2014, Local and global market

trends, Competitor analysis of key brands in the segment, Detailed consumer geo-demographic

profiling, Consumer 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:

What are the historical market sales and forecasts until 2014 for the soft drinks market?

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 (and non users) of energy drink consumption? 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


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REPORT OVERVIEW

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It provides a comprehensive consumer profile of the entire energy drink category (minimum

category sample = 4 445 consumers), as well as a detailed segmentation by brand, namely:

Bioplus; Power Play; Red Bull.

Additional brands that form part of the market trends and geo-demographic trends analysis of

Energy Drinks consumers include: Beat; Biozest; Carpe Diem; Dark Dog; Power Horse; V;

and Virgin.

It examines in detail the demographics, lifestyle, media consumption and cellphone and

Internet usage of the energy drink 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

Historical sales (past 5 years) and sales forecasts until 2014, with local and global market trends.

Includes a detailed competitor analysis and brand positioning

79 page report with 70+ charts, graphs, tables

Salient points and key insights are highlighted and summarised in comment boxes on each page


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79 page report filled with detailed charts, graphs, tables and insights

SCREENSHOTS FROM REPORT


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SAMPLE FROM REPORT POPULATION GROUP PROFILE

In 2011, 81% of users of energy drinks were Black compared to 74% of non-users.

11% of energy drink users were White and 6% were Coloured.

Black Coloured Indian White

Users of energy drinks in the past 7

days 4,969,804 352,040 149,531 677,328

Non-users of energy drinks in the past 7

days 20,643,112 2,590,176 777,351 3,860,330

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Users of Energy Drinks Non-Users of Energy Drinks

81% 74%

6% 9%

2% 3%

11% 14%

Population group profile of energy drink users and non-users

White

Indian

Coloured

Black

Source: AMPS 2011A (Adults 15+ years)

Sample Size: 25 160 (total population 15+ years); 4 445 (Users of energy/stimulant drinks)

Weighted Population: 34 019 670 (total population 15+ years);


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Year Light (1:2) Medium (3:5) Heavy (6+) Total

2009 4,230,709 979,622 271,346 5,481,678

2010 4,522,303 1,142,331 275,743 5,940,377

2011 4,598,992 1,212,531 337,178 6,148,701

SAMPLE FROM REPORT ENERGY DRINK USAGE TRENDS: 2009-2011

Between 2009 and 2011, the proportion of consumers who were classified as “Medium” consumers of energy drinks (drank 3-5

cans/bottles in past 7 days) had increased from 18% to 20% showing an increasing consumption trend.

77% 76%

75%

18% 19% 20%

5% 5% 5% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2011

Energy Drink personal consumption in past 7 days: 2009-2011

Light

Medium

Heavy

Source: AMPS 2009B-2011A (Adult population 15+ years)

Sample Size: 25 170 (2009), 25160 (2010); 25160 (2011)

See previous page for sample details


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SAMPLE FROM REPORT BRAND PROFILE: HOME LANGUAGE

22% of Bioplus most often consumers were Afrikaans home language speakers compared to 9% for Red Bull.

The highest proportion of Red Bull most often consumers were Zulu home language speakers (28%).

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Bioplus Power Play Red Bull Another Brand

11% 22%

12% 9% 12%

10%

12%

10% 10% 8%

24%

16%

26% 28% 15%

10%

13% 10% 10%

9%

10%

6% 10% 10%

12%

11% 13% 12% 10%

13%

12% 11%

10% 11%

16%

5% 2%

3% 5% 8% 2% 4% 2% 3% 3%

2% 1% 3% 2%

Brand profile of energy drink consumed most often by home language

Swazi

Venda

Tsonga

Tswana

South Sotho

North Sotho

Xhosa

Zulu

English

Afrikaans


Sample Size: 4 445 (Users of energy/stimulant drinks)

Based on weighted numbers, see beginning of section for brand sample sizes


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SAMPLE FROM REPORT

INTERNET ACTIVITIES

Search (29%) was the most popular Internet activity among all energy drink consumers, followed by Email and social networking.

0%

5%

10%

15%

20%

25%

30%

35%

Internet activities by energy drink brand

Total

Bioplus

Power Play

Red Bull

Another Brand


Sample Size: 4 445 (Users of energy/stimulant drinks)

Based on weighted numbers, see beginning of section for brand sample sizes

SOUTH AFRICA BRAND REPORT - MarketResearch · SAMPLE FROM REPORT BRAND PROFILE: HOME LANGUAGE 22% of Bioplus most often consumers were Afrikaans home language speakers compared to

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