Feedback
Mayonnaise
and Salad
Dressings
in South Africa
Food 2012
Product Definitions
Product
Definition
Mayonnaise &
Salad Creams
Mayonnaise is a thick, creamy, cold, rich sauce consisting of egg, water and
vegetable oil blended together with vinegar, mustard flour and combined with
flavouring ingredients. Included in this category are salad creams as the product
format is very similar to mayonnaise.
Salad Dressings
Salad dressing is a term used to describe any number of sauces or mixtures
poured over salads. However, for this report the definition includes primarily the
traditional pourable, vinaigrette types.
2
Market Trends
3
Market Trends
Mayonnaise & Salad Creams
•
Mayonnaise and salad creams made up 89.5% of this category for the base year and contributed
substantially to the total market value
•
The market for mayonnaise and salad creams continues to grow, albeit at a slow rate
•
Overall, the mayonnaise and salad cream market stabilised after growth in 2010, with marginal
increases recorded during 2011. These increases represent a good performance in the face of reduced
consumer spending and GDP seen during the base year
•
Possible reasons for the good category growth over the years include the following:
 Well established brands and year round price promotions
 Increased consumption of salads, as part of the move towards healthy eating, creates indirect
demand for salad creams and dressings
 The market’s responsiveness to the healthy eating trend with increasing volumes of low fat
varieties
4
Market Trends
Salad Dressings
•
Salad dressings continue to be a niche offering within the category, with a 10.5% contribution to the
category volumes in 2011
•
The category plays a similar limited role in the out-of-home market
•
The salad dressings category performed well in 2011, with a good growth experienced for the year
This volume growth was driven by the retail market, while the foodservice market remained stable
•
Salad dressings are expected to show stable category growth in the medium term
5
Total Market Volume
Mayonnaise & Salad Dressings - 2011
10.5%
Mayonnaise & Salad Cream
Salad Dressing
89.5%
6
Channel Distribution
Mayonnaise & Salad Dressings - 2011
1.9%
16.6%
9.3%
1.1%
Export
Foodservices Direct
Industrial
Retail
Wholesale
71.1%
.
7
Local Regional Distribution of
Mayonnaise & Salad Dressings - 2011
13.7%
6.1%
4.8%
1.3%
Eastern Cape
6.0%
Free State
Gauteng
6.3%
KwaZulu-Natal
Limpopo Province
6.4%
Mpumalanga
38.7%
North West Province
Northern Cape
Western Cape
16.8%
Note:
Excludes Exports
Percentages may not add to 100%, due to rounding
8
Packaging Demand Pack Size
Mayonnaise & Salad Creams - 2011
8.9%
9.2%
14.1%
500g or less
580g - 800g
1kg - 3.3kg
4.5kg or more
67.8%
9
Packaging Demand Pack Type
Mayonnaise & Salad Creams - 2011
26.9%
Glass
Rigid Plastic
73.1%
10
Packaging Demand Pack Size
Salad Dressing - 2011
44.3%
46.1%
400ml or less
500ml - 790ml
1 Litre or more
9.6%
11
Packaging Demand Pack Type
Salad Dressing - 2011
5.2%
41.0%
Glass
Rigid Plastic
Sachets
53.8%
12
BMI Research
Information
13
Annual Quantifications
Total Market Quantification for 140 CPG Categories
What are the latest market trends? And:
•
Is the category growing or declining?
•
What does the future hold for the category?
•
What are packaging trends for the market?
•
Are category sales growing or declining in retail, wholesale or export?
•
How is your product performing in foodservices?
Market Quantification involves sizing up markets annually to see volume, value and consumption trends.
The service is available for most food, beverage, confectionery and snack products. We have more than
10 years of historical data in tracking each market. Using these insights, you’re able to harness the
potential in your market by understanding strategic category trends across the total market.
A unique offering incorporating formal and informal market components.
Total market includes retail, wholesale, foodservices, industrial and exports.
14
BMI Tracking Report Schedule
2012
REPORT NAME
PUBLICATION
REPORT NAME
Bottled Water
All Reports
Carbonated Soft Drinks
Packaging Overview
Packaging
Paper & Board
QPM
Cordials and Squashes
Non-Alcoholic
Beverages
Mague
Full Report (all reports below)
Sport Drinks and Energy Drinks
Dairy Juice Blends
Flavoured Alcoholic
Beverages
Drinking Yoghurt
Dairy Beverages
Malt Beer
Alcoholic Beverages
Sorghum Beer
Fruit Juice
Iced Tea
Quarterly Import
Annual Beverage
Reports
PUBLICATION
Flavoured Milk
Maas
Milk
For further enquiries please contact [email protected]
Spirits
Wine
15
BMI Tracking Report Schedule
2012 (Cont.)
REPORT NAME
PUBLICATION
PUBLICATION
Biscuits and Rusks
Baked Products
Breakfast Foods, Pasta and Rice
Baking Aids
Dairy
Eggs
Desserts
Annual Food
Publications
REPORT NAME
On Request
Frozen and Par-Baked Products
F&C Beverages
Maize and Wheat
Fats and Oils
Premixes
Pre-prepared Meals
Processed Meat Products
Protein
Ice Cream
Sauces
Soups and Condiments
Sweet and Savoury Spreads
Value Added Meals
Packaging of Snack Foods
Confectionery and Snacks
South African Confectionery Market
The Impulse Market in South Africa
For further enquiries please contact [email protected]
16
ISOS
(In Store Observation Services)
How is your brand performing in-store?
Every week, we answer questions like:
•
Is my product available on shelf?
•
Does my brand have its fair share of shelf space?
•
Is my product listed and available in all stores?
•
Is my gondola end in store?
•
Do I have promotional activity in that particular store?
ISOS: Gives first-hand insight into your brand’s performance in-store. Monitor your products versus your
competitors’ to assess your performance and remedy gaps. Ensure accurate data which translates into
tactical competitive advantages.
17
Print Ads Promotional
Pricing and Share of Spend
Is your product visible enough in promotional print Media?
Assess whether your brand is gaining sufficient share, relative to your spend on promotional print
advertising. Track competitor promotional pricing to tactically react on your own product pricing.
Daily, we answer questions like:
•
What is the promotional pricing?
•
What is the regional promotional pricing variance?
•
What are competitors’ pricing tactics?
•
What Rand value is spent on our brand versus competitor brands by retailers?
•
Are we losing market share because of this?
Coverage:
•
National daily and weekly newspapers
•
Weekly community newspapers
•
Consumer magazines
•
In-store broadsheets
Print Ads: Covers all brands advertised in all regions by retailer by month. The analysis provides an inside
picture of the retail promotional environment. Track competitor promotions and pricing, offering top line or
granular data.
18
Commissioned Research
Need to investigate the market regarding other issues?
If your research need is not covered by our standard set of services, we will tailor-make a study specifically
for you.
BMI’s Commissioned Research is designed specifically to answer your questions in your particular
market. From industrial assessments to traditional consumer studies, we have the expertise to grow your
business.
These may include:
•
Consumer Research
•
Qualitative Research including Focus Groups and In-depth discussions
•
Quantitative Research solutions across various target markets
•
Service Quality Measurement (SQM)
•
Pack Type Testing and Preference
•
Product Testing includes taste tests and new product development
19
LISP
(Liquor In Store Pricing)
How is your liquor brand performing in-store?
Each week, we answer questions like:
•
Is my product available on shelf?
•
Does my brand have its fair share of shelf space?
•
Is my product listed and available in all stores?
•
Is my gondola end in store?
•
Do I have promotional activity in that particular store?
LISP: Gives first-hand insight into your brand’s performance in-store. Monitor your products versus your
competitors to assess your performance and remedy gaps. Ensuring accurate data which translates into
tactical competitive advantage.
20
Consumer Research
Getting into the hearts and minds of Consumers through interaction, stimulation and discussion.
Qualitative and Quantitative solutions including:
•
Focus groups
•
Depth interviews
•
Workshops
•
Store visits
•
In home visits
•
Consumer surveys
•
Online research
•
Mystery shopping
•
International project management
BMI Research: Consumer Division has a passionate focus on consumer behaviour, combining professional
skills with optimal technology and products to complement insights. Project teams are hand picked based
on their knowledge and expertise of the subject matter and offers a range of research methodologies that
aim to give you a multi-dimensional and insightful solution to the understanding of your product/brand. The
division has the ability to draw on BMI Research’s established experience in the retail and wholesale
sectors, providing a unique and customized solution to understanding consumer behaviour.
21
For further information please
contact
BMI Research
(Pty) Ltd
Tel: +27 11 615 7000
Fax: +27 11 615 4999
Email: [email protected]
Visit our website on
www.bmi.co.za
22
Copyright and Disclaimer:
All rights reserved. No part of this
publication may be reproduced,
photocopied or transmitted in any
form, nor may any part of this report
be distributed to any person not a fulltime employee of the Subscriber,
without the prior written consent of
the Consultants. The Subscriber
agrees to take all reasonable
measures to safeguard this
confidentiality.
NOTE:
Although great care has been taken
to ensure accuracy and completeness
in this project, no legal responsibility
can be accepted by BMI for the
information and opinions expressed in
this report.
Copyright © 2012
BMI Research (Pty) Ltd
Reg No. 2008/004751/07
23