South Africa Baby Food Market Share, Size, Emerging Trends, Growth, Future Outlook by Radiant Insights

South Africa Baby Food Market Trends, Growth, Market
Profile and Future Outlook by Radiant Insights
Although many consumers have been hard pressed over the last two years or so, as levels of consumer debt have
mounted, the market for baby food has so far been fairly resilient, as purchases are predominantly still made by
the upper income groups, who have suffered less than others from the difficult economic situation. Research
published by Analytics Business Intelligence indicates that in 2011 some 41% of users of baby food were light users
(bought one or two units of baby food in the previous four weeks), 31% medium users (three to five units), and
28% heavy users (six or more units). The proportion of heavy users fell by two percentage points in 2011 compared
with 2009, while the proportion of light and medium users rose by one percentage point in each case.
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Key Findings
-In 2015, the value of the South African baby food market represents an increase of 80.2% over the 2009 level.
-Overall consumption increased by 9.5% in 2015, with all sectors except drinks registering growth during the
period. Milks account for the largest share of baby food sales at 71% of overall value in 2015, up 0.5 % points since
-Per capita consumption in 2015 was up by 4.1% since 2009 - and all categories with the exception of drinks
experienced some growth.
-The supermarket channel is particularly important in the sale of wet meals and drinks, representing 62% of
volume sales in 2015, due to consumers' perceptions of these products as grocery items.
"Baby Food in South Africa" is an analytical report by Canadean which provides extensive and highly detailed
current and future market trends in the South Africa market.
What else does this report offer?
-Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our