BMi Research 2013 Annual Quantification Report: Bars in South Africa

BRAND ACTIVITY

Aug 20th, 09:09

Product Definitions

Count Lines
These might contain wafer layers with fondant cream or praline, cereal, biscuit, fruit and/or nuts, caramel, butterscotch, cracknel, nougat, peanut butter and/or any combination of any of the above

Health Bars
Bars aimed at the fitness, weight conscious and medical sectors of the market. This will include seed bars, sugar free and diet bars containing muesli as main ingredient. These can be dipped or covered in chocolate or other sweet segments.

Sports Enhancement Bars
Energy enhancing bars concentrate specifically on sports, endurance and fitness enthusiasts.

Market Trends
Unlike the chocolate market, the bars market in South Africa saw good growth during 2012. The well-established count lines market saw the least growth of the three sub-categories, only gaining in volume terms, whilst sports enhancement bars received a good push from producers. Whilst this is good growth, it is less than that seen in 2011 and the growth rate for sports enhancement bars is expected to slow down over the coming years.

The channelling for the three categories remained largely unaffected during 2012, as producers and distributors continued to keep hold of their established markets. The general retail sector of health bars saw a push of volume during the base year, whilst general retail and wholesale chains in sports enhancement bars saw a significant push in volumes.

Count line regions saw little movement, as the market itself stayed steady and unmoving. The more affluent metropolitan regions such as Gauteng, KwaZulu-Natal and Western Cape saw focus on health bars, as their share of category volumes increased during 2012. All provinces saw substantial growth for the sports enhancement bars sector.Click here for more information on BMI Research