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Ice Cream in South Africa

Food 2012

Product Definitions Non-Portioned Ice Cream

Product Definition

Bulk Ice cream products sold in plastic tubs or applied via a scoop onto a cone. These are sold in packs of 5l or more.

Scoop/Tubs Ice cream products sold in plastic tubs or applied via a scoop onto a cone; sold in packs of 500ml to 4.5l.

Speciality Non-Portioned Frozen yoghurts, ice cream cakes, fruit sorbets and other non-portioned speciality ice cream products.

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Product Definitions Portioned Ice Cream

Product Definition

Cones Hand held, packaged, ready to eat ice cream products sold on impulse within all channels within a sugar or other type of cone.

Cups All tubs smaller than 450ml.

Multipacks Multiple units of a specific portioned variant packaged in a convenient format.

Speciality Portioned All portioned speciality products such as: Tartuffo and Italian kisses, fruit sorbet or frozen yoghurt.

Sticks Hand held, packaged, ready to eat ice cream products, which are sold on impulse within all channels on a wooden or plastic stick

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Product Definitions Soft Serve Ice Cream

Product Definition

Soft Serve

Soft serve ice cream is a type of ice cream that is mixed in a machine and dispensed on demand. The machine mixing includes a step that integrates a great deal of air into the ice cream, resulting in a product that is much lighter in texture and flavour than regular ice cream, and the result is characteristically soft and creamy, rather than hard, like traditional ice cream. Soft serve can be found in many regions of the world, with a variety of toppings and in an assortment of flavours.

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Market Trends

• Non-portioned ice cream is the core of the local ice cream market in volume terms. Although the category is substantial, it experienced losses in 2009 at the onset of the recession. Evidence of this is seen in the declines in total and retail market volumes for the same period. While the market has shown slight increases since then, it has not managed to fully recover the lost volumes

• Non-portioned variants have a well-established footprint in retail. While the year 2011 saw a small growth in retail volumes, this was limited. Wholesale volumes were down for the year, possibly as these volumes were diverted into retail. For the base year overall volumes were generally flat across all channels

• There has been a move to healthier non-portioned variants, such as “Lite” ice cream with a lower fat content, and the addition of natural colourants and flavourants. It is anticipated that this will become a more prevalent trend in the coming years. However, this dynamic may also be balanced by the usage occasions that are driven by indulgence without conscience

• It is not expected that non-portioned ice cream will regain the volumes lost previously within the short term. Marginal increases are predicted for 2012 and 2013

• Portioned ice cream volumes saw reasonable growth in 2011, following a substantial increase during 2010. The base year performance was primarily driven by increase in retail volumes, with only limited growth from foodservices direct, export and the informal market

• Wholesale volumes saw a decline during the same period, where this was probably due to the supply to this sector being diverted into retail, where greater margins and growth were attainable

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Market Trends (Cont.)

• This category is retail driven, with the majority of volumes being channelled into this sector. It is hypothesised that new product development and innovation have served to underpin the growth in the portioned ice cream category

• Limited growth is anticipated for 2012, with a static market state predicted for 2013

• Soft serve is a foodservice driven product, given the equipment required to dispense this kind ice cream, however, this being said, the foodservice consumption of soft serve saw a decline during 2011

• The informal sector volumes nearly tripled during the base year, thus bolstering overall soft serve market volumes for the year

• Similar to the expectations for the other two ice cream categories, only limited growth is predicted for 2012 and 2013

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Total Market Volume Ice Cream - 2011

63.1%

19.1%

17.9%

Non Portioned Portioned Soft Serve

Note: Percentages may not add to 100%, due to rounding

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Channel Distribution Ice Cream - 2011

0.9%

24.5%

53.3%

11.4%9.9%

Export

Foodservices Direct

Retail

Wholesale

Informal Sector

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Local Regional Distribution Ice Cream - 2011

Note: Excludes Exports

8.4%

2.4%

33.6%

15.8%

4.3%

3.8%

3.9%

1.5%

26.3%

Eastern Cape

Free State

Gauteng

KwaZulu-Natal

Limpopo Province

Mpumalanga

North West Province

Northern Cape

Western Cape

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Breakdown of Non-Portioned Ice Cream

38.9%

59.2%

1.9%

Bulk

Scoop/Tubs

Speciality Non-Portioned

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Breakdown of Portioned Ice Cream

10.2%

79.2%

6.9%3.7%

Cups Sticks Cones Speciality Portioned

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Packaging Demand Pack SizeBulk Ice Cream - 2011

86.9%

6.2%6.9%

5 Litres - 6 Litres

10 Litres

20 litres

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Packaging Demand Pack TypeBulk Ice Cream - 2011

0.9%

99.1%

Bag in Box

Rigid Plastic

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Packaging Demand Pack SizeIce Cream Scoop/Tubs - 2011

9.5% 2.4%

7.0%

80.0%

1.1%

500ml - 750ml

1 Litre

1.5 litres

2 Litres

2.5 litres

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Packaging Demand Pack TypeIce Cream Scoops/Tubs - 2011

0.4%

99.6%

Carton

Rigid Plastic

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Packaging Demand Pack SizeIce Cream Cones - 2011

58.1%

41.9%

90ml - 120ml

125ml - 250ml

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Packaging Demand Pack TypeIce Cream Cones - 2011

1.4%2.6%

43.3%45.1%

7.7%

Carton

Flexible Plastic

Foil/Metalised Film

Paper

Rigid Plastic

Note: Percentages may not add to 100%, due to rounding

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Packaging Demand Pack SizeIce Cream Cups - 2011

27.9%

33.1%

24.5%

14.5%

100ml or less

120ml - 150ml

170ml - 175ml

180ml -350ml

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Packaging Demand Pack TypeIce Cream Cups - 2011

100.0%

Rigid Plastic

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Packaging Demand Pack SizeIce Cream Sticks - 2011

33.8%

18.4%24.3%

23.5%

65ml or less 70ml - 75ml 80ml - 90ml 100ml - 180ml

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Packaging Demand Pack TypeIce Cream Sticks - 2011

0.1%

58.0%

21.7%

20.2%

Carton

Flexible Plastic

Foil/Metalised Film

Paper

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Packaging Demand Pack SizeSoft Serve Ice Cream - 2011

98.3%

1.7%

5 Litres or less

10 litres or more

BMI ResearchInformation

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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.

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BMI Tracking Report Schedule 2012

Non-Alcoholic Beverages

Bottled Water

Carbonated Soft Drinks

Cordials and Squashes

Fruit Juice

Iced Tea

Mague

Sport Drinks and Energy Drinks

Dairy Beverages

Dairy Juice Blends

Drinking Yoghurt

Flavoured Milk

Maas

Milk

For further enquiries please contact research@bmi.co.za

REPORT NAME PUBLICATION

Packaging

All Reports

Packaging Overview

Paper & Board

QPM

Quarterly Import

Annual Beverage Reports

Full Report (all reports below)

Alcoholic Beverages

Flavoured Alcoholic Beverages

Malt Beer

Sorghum Beer

Spirits

Wine

REPORT NAME PUBLICATION

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BMI Tracking Report Schedule 2012 (Cont.)

REPORT NAME PUBLICATION

On Request

Baked Products

Baking Aids

Eggs

Frozen and Par-Baked Products

Maize and Wheat

Premixes

Processed Meat Products

Confectionery and Snacks

Ice Cream

Packaging of Snack Foods

South African Confectionery Market

The Impulse Market in South Africa

For further enquiries please contact research@bmi.co.za

REPORT NAME PUBLICATION

Annual Food Publications

Biscuits and Rusks

Breakfast Foods, Pasta and Rice

Dairy

Desserts

F&C Beverages

Fats and Oils

Pre-prepared Meals

Protein

Sauces

Soups and Condiments

Sweet and Savoury Spreads

Value Added Meals

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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.

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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.

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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

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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.

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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.

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For further information please contact

BMI Research

(Pty) Ltd

Tel: +27 11 615 7000Fax: +27 11 615 4999

Email: research@bmi.co.za

Visit our website on www.bmi.co.za

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BMI Research (Pty) Ltd

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