CheeseThere is a growing prevalence of fixed weight packaged hard cheese in South Africa. Consumers can purchase cheese at a fixed price, making it easier and more convenient to budget for the product, which is considered a luxury good by many in the country.
Parmalat SA led the South African cheese category throughout the review period, posting a value share of 24% in 2014. It was followed by Clover SA (Pty) Ltd with 16%, Dairybelle (Pty) Ltd with 9% and Lancewood Holdings (Pty) Ltd with 3%. Parmalat’s Bonnita, Parmalat and Simonsberg brands are all ranked within the top four brands, with Dairybelle’s Dairybelle brand holding second position after Bonnita. Parmalat’s Simonsberg and Melrose brands continued to lead processed cheese, both with value shares of 25% respectively. The company’s Bonnita brand leads unprocessed cheese with a share of 11% in 2014.
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Convenience will continue to drive growth in many packaged food categories and cheese is no exception. In April 2013 Clover SA (Pty) Ltd launched individually-wrapped processed cheese slices. The product meets health demands as it is positioned as free from preservatives; it also meets consumer demand for convenience. It is anticipated that such offerings may be emulated by other leading manufacturers as they seek to remain relevant in this category.
Drinking Milk ProductsIn May 2014 Clover SA (Pty) Ltd bought the yoghurt and long-life/UHT milk business from fellow dairy company Dairybelle (Pty) Ltd for R200 million. Clover has had an agreement with Danone Groupe to produce the latter’s yoghurt brands, and this agreement will expire in December 2014. Clover South Africa’s acquisition of Dairybelle’s yoghurt and long-life/UHT milk divisions will enable the company to enter the attractive yoghurt category in South Africa.
Clover SA (Pty) Ltd led South African drinking milk products with a value share of 30% in 2014. This was followed by Parmalat SA (Pty) Ltd with a 14% share and Pick 'n' Pay Retailers (Pty) Ltd, with a 13% share overall.
It is expected that convenience will continue to be a driver of growth over the forecast period. Long-life/UHT milk and flavoured milk drinks have both seen packaging updates during the review period, in order to meet consumer demand for convenience, easy storage and ease of use.
Yoghurt and Sour Milk Drinks
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