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Everyday
Cheese in
South Africa
Food 2012
Product Definitions
2
Product Definition
Cheddar
A hard natural cheese with an orange to yellow colouring. If properly cured it
has crumbly texture but if too young the texture is smooth. The maturation time
also affects the taste with increasing sharpness with time
Cottage Cheese
Generally a creamy lumpy cheese sold in tubs. It is cured using acid rather than
rennet and has a short ripening time of 1 to 2 days. Cottage cheese may either
be smooth or chunky and may contain added flavourings
Cream Cheese This is also an acid cured cheese but unlike cottage cheese it requires a starter
culture of bacteria. It is generally mild and velvety in texture
Feta Cheese
A solid crumbly cheese with some fissures. Generally white in colour with a
strong salty flavour, originally of Greek origin. Other feta variants, such as
Danish feta, are also classified within this category
Gouda A semi-hard cheese smooth in texture but with a more pliable body than
cheddar. It is creamy yellow in colour with a typical nutty flavour
Mozzarella Cheese A soft textured light coloured cheese with a mild flavour. Usually used in the
preparation of pizza
Other Everyday Cheeses This includes Emmental, Edam and any uncoloured cheese
Market Trends
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Consumption of everyday cheese reached, reflected a increase from 2010 levels. Everyday cheese
contributed 0.2% to the South African Economy in 2011, thus remaining constant GDP share over the last few years Cheddar cheese remains the largest cheese type in terms of both value and volume The growth in gouda stabilised between 2010 and 2011 after some volume loss in 2009. Gouda regained
the second position in volume terms with mozzarella cheese moving back to third. This recovery is in the wake of strategic decisions by key players in this sector to focus on the gouda category Both soft cheese and other everyday cheese remain niche product offerings within this market
Mozzarella cheese stabilised in 2011 after the 2010 growth. Growth in this market is driven by the
foodservice sector, which consumes close to half of all the mozzarella cheese produced. The foodservice
market has recently seen greater diversification into other offerings like deserts and breakfasts, so the cheese component within that has subsided and a growth plateau has been reached. Cheddar cheese is by far the most popular cheese type across cow, sheep and goat milk cheese
Market Trends (Cont.)
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There is a growing trend towards production of goat and sheep milk cheese particularly amongst the smaller
regional cheeseries as consumers become more aware of the inherent qualities of these non-cow milk-based cheeses The majority of players interviewed were optimistic about the future of everyday cheese, although smaller
cheeseries cited that they were failing to compete against imported cheeses as these are priced more
competitively than their handmade cheeses. Fat free cheese, and feta in particular, is gaining popularity as the healthy eating trend continues to develop Closely tied to the health trend is the growing organic food trend which manufacturers mentioned as a key
area of growth going forward. Some consumers are also interested in knowing if the animals providing milk
are well cared for, and such endorsements on the product’s packaging are becoming more prominent in this market Some retailers pride themselves in the wide selection of cheeses on offer and that the speciality cheese
market is driven by these initiatives. On the other hand it also does make the market more competitive and therefore price sensitivity from the consumer begins to play a more dominant role
Total Market Volume
Everyday Cheese – 2011
5
37.8%
7.3%
8.5%
24.3%
18.8%
3.4%
Cheddar Cheese
Cottage/Cream Cheese
Feta Cheese
Gouda Cheese
Mozzarella Cheese
Other Everyday Cheese
Note: Percentages may not add up to 100%, due to rounding.
Channel Distribution of
Everyday Cheese - 2011
6
.
1.7%
34.6%
4.9%
47.8%
11.0%
Export
Foodservices Direct
Industrial
Retail
Wholesale
Local Regional Distribution of
Everyday Cheese - 2011
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Note: Percentages may not add up to 100%, due to rounding
Excludes Exports
9.4%
4.3%
33.9%
13.8%
2.4%
2.8%
2.8%
1.7%
29.0%
Eastern Cape
Free State
Gauteng
KwaZulu Natal
Limpopo Province
Mpumalanga
North West Province
Northern Cape
Western Cape
BMI Research
Information
8
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?
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The service is available for most food, beverage, confectionery and snack products. We have more than
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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 [email protected]
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
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
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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)
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Every week, we answer questions like:
• Is my product available on shelf?
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ISOS: Gives first-hand insight into your brand’s performance in-store. Monitor your products versus
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12
Print Ads Promotional
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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:
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• What Rand value is spent on our brand versus competitor brands by retailers?
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Coverage:
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13
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LISP
(Liquor In Store Pricing)
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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.
15
Consumer Research
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Qualitative and Quantitative solutions including:
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