Table of Content

Health and Wellness in South Africa
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

HEALTH AND WELLNESS IN SOUTH AFRICA
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Continued slowed growth for category despite stockpiling and interest in larger packaging formats
BFY reduced sugar soft drinks benefits from increased interest in health as well as the recently introduced sugar tax
Coca-Cola South Africa continues to strongly lead the category with its wide product portfolio and ability to adapt to changing demands
RECOVERY AND OPPORTUNITIES
Good prospects for better for you beverages as consumers continue to reduce their sugar intake
Some room for player movement with competition from private label and smaller brands; expected entry from naturally healthy players
High prices to remain barrier to higher sales in BFY reduced caffeine beverages
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025
NATURALLY HEALTHY BEVERAGES IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Stable demand for NH bottled water driven by mistrust in local water supplies and warm weather
Superfruit juice proves immune to concerns over sugar but higher prices constrain demand
High value sales for players within NH other tea due to rising prices of rooibos
RECOVERY AND OPPORTUNITIES
Price promotions and value-added products set to drive category growth
Strong growth expected for e-commerce with retailers set to improve their online presence and distribution methods
NH RTD green tea set for dynamic performance in line with health and convenience trends
CATEGORY DATA
Table 24 Sales of NH Beverages by Category: Value 2015-2020
Table 25 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 27 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 28 Distribution of NH Beverages by Format: % Value 2015-2020
Table 29 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025
ORGANIC BEVERAGES IN SOUTH AFRICA
2020 IMPACT
BETTER FOR YOU PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Value for money takes priority over health during harsh economic climate
Sugar free gum sees boost as consumers use when wearing masks
Limited disruption issues and lack of stockpiling ensures consistent supply; private label continues strong performance
RECOVERY AND OPPORTUNITIES
BFY to struggle as poor economic forecast will lead to price being the priority
Major players set for further pressure to reduce sugar and salt content
Innovations expected in fortification rather than better for you with the exception of BFY reduced sugar packaged food
CATEGORY DATA
Table 31 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 32 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 34 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 35 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 36 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 37 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025
FREE FROM IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Free from lactose continues to benefit from large proportion of intolerant consumers
Growing demand for affordable free from meat products as veganism and flexitarianism becomes more popular
Competitive landscape intensifies with pressure from new players and private label
RECOVERY AND OPPORTUNITIES
Limited growth for most free from categories due to relative expensive of products
Free from lactose dairy to continue benefitting from intolerances and increasing consumer awareness
Free from meat to face competition from canned beans and pulses as consumers seek cheaper alternatives
CATEGORY DATA
Table 38 Sales of Free From by Category: Value 2015-2020
Table 39 Sales of Free From by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Free From: % Value 2016-2020
Table 41 LBN Brand Shares of Free From: % Value 2017-2020
Table 42 Distribution of Free From by Format: % Value 2015-2020
Table 43 Forecast Sales of Free From by Category: Value 2020-2025
Table 44 Forecast Sales of Free From by Category: % Value Growth 2020-2025
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Category continues to benefit from widespread acceptance and demand
Several new product developments with NutriDay promoting zinc via use of images to get around health and wellness legislation
Educational campaign from Morvite successfully contributes to strong performance
RECOVERY AND OPPORTUNITIES
Demand to continue as consumers seek fortified food to supplement their diet
Affordability to remain key driver of purchases
Further food package label updates expected to highlight health benefits
CATEGORY DATA
Table 45 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 46 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 47 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 48 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 49 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020
Table 50 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 51 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 52 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025
NATURALLY HEALTHY PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Boosted category sales as more consumers turn to NH packaged food to improve their diet and overall health
Moderate increase for NH olive oil as private label makes it more affordable
NH versions of staple food experience boost as home cooking increases
RECOVERY AND OPPORTUNITIES
Popularity of category to depend upon affordability
NH high fibre breakfast cereals to continue to grow despite maturity of category
Continuing cooking from home trend to boost category growth
CATEGORY DATA
Table 56 Sales of NH Beverages by Category: Value 2015-2020
Table 57 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 59 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 60 Distribution of NH Beverages by Format: % Value 2015-2020
Table 61 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 62 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025
ORGANIC PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Organic remains niche despite widening availability
Organic baby food categories see moderate growth as parents increasingly seek healthier and safer food for their children
Strong growth for organic rice and organic pasta in line with home cooking trend
RECOVERY AND OPPORTUNITIES
Expense of organic packaged food to remain deterrent for many consumers
Health and wellness promotion set to focus on fortified over organic, leading to reduced awareness and appeal
Category expected to remain nice despite possible uptake from higher-income consumers
CATEGORY DATA
Table 63 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 64 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 65 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 66 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 67 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 68 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 69 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
FORTIFIED/FUNCTIONAL BEVERAGES IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Strong shift from on-trade to home consumption as working from home encourages off-trade sales
Economic impact of pandemic leads to offers of price promotions and special deals
Coca-Cola continues to lead in increasingly fragmented landscape
RECOVERY AND OPPORTUNITIES
FF energy drinks holds potential for future growth, attracting new entrants
E-commerce set for strong growth due to convenience of channel
Harsh economic conditions to lead consumers to opt for private label and economy brands
CATEGORY DATA
Table 70 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 71 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 72 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020
Table 73 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020
Table 74 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 75 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 76 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 77 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 78 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025