SOUTH AFRICA BRAND REPORT - MarketResearch · SOUTH AFRICA BRAND REPORT ... strategy? What is the size of ... Traditional Coarse Braai Pap, Impala Maize Meal, Induna, Iwisa, Nyala,

©Analytix Business Intelligence 2012

www.analytixbi.com

SOUTH AFRICA BRAND REPORT

–CONSUMERS OF MEALIE MEAL–

COMPILED: MAY 2012


www.analytixbi.com

REPORT OVERVIEW

2

Compiled: May 2012

(95 pages)

This comprehensive report examines South African consumers of Mealie Meal: Global and South African

market overview, Usage and brand trends (2007-2011) with consumer forecasts for 2012-2016, Geo-

demographic trends among consumers (2007-2011), 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 KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

Who are the key players and brands in the market and how are they positioned?

What are the important global and local market trends that should be included in your business

strategy?

What is the size of the consumer market and consumer purchasing trends (2007-2011) and what is

the consumer forecast for 2012-2016?

What are the brand penetration trends (2007-2011) for key brands in the market?

Who are the consumers of mealie meal? What are geo-demographic trends among purchasers

(2007-2011)? 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


www.analytixbi.com

REPORT OVERVIEW

3

It provides a comprehensive consumer profile of the Mealie Meal category (minimum category

sample = 13 694 consumers), as well as a detailed segmentation by brand, namely: ACE,

Traditional Coarse Braai Pap, Impala Maize Meal, Induna, Iwisa, Nyala, Papa, White Star.

An additional brand that forms part of the market trends and geo-demographic trends analysis

of Mealie Meal consumers is Iwisa Braai Pap.

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

Internet usage of the Mealie Meal 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

Provides a comprehensive analysis of the “big picture” with global and local market trends and insights

Historical (2007-2011) market consumption trends and consumer forecast (2012-2016), brand trends

and geo-demographic consumer trends (2007-2011)

Includes a detailed company/brand analysis of the key market competitors

Detailed reports filled with insights, charts, graphs and tables

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


www.analytixbi.com

4

95 page report filled with >100 detailed charts, graphs, tables and insights

SCREENSHOTS FROM REPORT


www.analytixbi.com

5

SAMPLE FROM REPORT MEALIE MEAL CONSUMER TREND 2008-2011:

LIFESTAGE

In 2011, 21% of Mealie Meal consumers were in the Single Parent lifestage, a decline from 19% compared to 2008.

Between 2008 to 2011, there was a decrease from 23% to 19% among purchasers in the Young Family segment.

At-home

singles

Young

Independent

Singles Mature singles

Young

Couples

Mature

Couples Young Family

Single Parent

Family Mature Family

2008 2 257 411 1 943 741 2 394 400 1 605 342 1 649 876 4 392 297 3 659 384 966 570

2009 2 441 686 1 674 279 2 694 725 1 232 751 1 411 077 3 996 227 3 814 126 837 137

2010 2 698 395 1 927 590 3 025 005 1 265 211 1 507 426 4 015 347 4 439 377 970 542

2011 2 898 892 2 093 140 3 217 411 1 359 309 1 817 852 4 119 795 4 493 316 1 212 952

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011

12% 13% 14% 14%

10% 9% 10% 10%

13% 15% 15% 15% 9% 7% 6% 6% 9% 8% 8% 9%

23% 22% 20% 19%

19% 21% 22% 21%

5% 5% 5% 6%

Lifestage profile of Mealie Meal consumers (bought past 4 weeks): 2008-2011

Mature Family

Single Parent Family

Young Family

Mature Couples

Young Couples

Mature Single

Young Independent Singles

At Home Singles

Source: AMPS 2008B-2011B (Adult population 15+ years)

Sample Size: 10 797(2008); 12 730(2009); 13 316 (2010); 13 530(2011) (Mealie Meal personally bought past 4 weeks)

Based on weighted numbers


www.analytixbi.com

6

White Star had the highest brand penetration across all LSM segments (35%), with the highest in LSM 1-4 (39%) and the lowest

penetration in LSM 10 (15%).

In contrast, the brand penetration for ACE was lowest in LSM 1-4 (25%) and highest in LSM 10 (38%).

SAMPLE FROM REPORT BRAND PENETRATION: LSM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total LSM 1-4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

29% 25% 28% 29% 34% 32% 29%

38%

3% 1%

1% 2%

3% 4% 9%

11%

6%

6% 5% 5%

8% 11% 11%

8%

2% 4% 1% 2%

1% 1% 2%

1%

15% 12% 15%

16%

16% 16% 17%

22%

6%

8% 5% 6%

5% 5% 6%

4%

5% 5% 7%

5%

3% 2% 1%

2% 35% 39% 38% 36%

29% 29% 26%

15%

Mealie Meal brand penetration by LSM

White Star

Papa

Nyala

Iwisa

Induna

Impala Maize Meal

Traditional CoarseBraai Pap

ACE

Source: AMPS 2011B (Adults 15+ years)

Sample Size: 12 580 (Mealie Meal bought most often); See beginning of section for breakdown

Note: all figures based on unweighted numbers


www.analytixbi.com

7

SAMPLE FROM REPORT MONTHLY GROCERY SHOPPING PATTERNS

In 2011, the vast majority of all Mealie Meal consumers (71%) had done “One Bulk Shop with Fill Ups” during an average month.

25% of Papa consumers did their food and grocery Shopping “Twice a Month”, compared to 12% of Nyala consumers. Impala Maize

Meal had the highest proportion of consumers (17%) who had done “Weekly/almost Weekly” food and grocery shopping.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

71% 72% 69% 66% 76%

69% 80%

67% 72%

20% 19% 19%

13%

16% 22%

12% 25%

21%

8% 7% 9% 17%

7% 8% 7% 8% 6% 1% 1% 3% 3% 1% 1% 1% 1% 1%

Monthly grocery shopping patterns by Mealie Meal brand

Shop Twice AWeek/Almost Daily

ShopWeekly/AlmostWeekly

Twice A Month

One Bulk Shop WithFill Ups



Note: all figures based on unweighted numbers. For this overview, Food and Grocery shopping excludes daily purchases, such as

bread and milk.


www.analytixbi.com

8

SAMPLE FROM REPORT TOP 3 RADIO STATIONS (PAST 7 DAYS)

Ukhozi FM was the most popular radio station among almost all Mealie Meal consumers. However, among Traditional Coarse Braai

Pap (8%) and Iwisa (13%) consumers, Metro FM was the most popular radio station listened to in the past 7 days.

For Papa, Lesedi FM (34%) was the most popular radio station, Umhlobo Wenene FM (18%) for White Star consumers.

ACE Percentage

Ukhozi FM 19%

Metro fm 15%

Lesedi FM 7%

Iwisa Percentage

Metro fm 13%

Motsweding FM 12%

Lesedi FM 12%

Traditional Coarse

Braai Pap Percentage

Metro fm 8%

Ukhozi FM 7%

Umhlobo Wenene FM 7%

Impala Maize Meal Percentage

Ukhozi FM 10%


Metro fm 4%

Nyala Percentage

Ukhozi FM 50%

Metro fm 6%

Motsweding FM 1%

Induna Percentage

Ukhozi FM 32%

Motsweding FM 8%


Total Percentage

Ukhozi FM 18%

Lesedi FM 11%

Metro fm 11%

White Star Percentage


Ukhozi FM 17%

Lesedi FM 14%

Papa Percentage

Lesedi FM 34%

Motsweding FM 26%

Metro fm 10%



Note: all figures based on unweighted numbers

SOUTH AFRICA BRAND REPORT - MarketResearch · SOUTH AFRICA BRAND REPORT ... strategy? What is the size of ... Traditional Coarse Braai Pap, Impala Maize Meal, Induna, Iwisa, Nyala,

Documents