BMi Research 2013 Annual Quantification Report: Mageu in South Africa
Aug 20th, 09:13
Mageu, also called mahewu is a maize-based product and is available in both liquid (RTD) and powdered forms. The liquid product is a mix of maize meal, water and sugar, which has been cultured to form a non-alcoholic food-drink. Apart from being a refreshing drink, Mageu is a staple for the working class citizen, often used to replace a meal at lunch, as a result of its reasonable price and high starch content.
Mageu volumes continue to grow. The market overall has seen many new smaller players come and go. This is a trend which has been seen for many years, as players come in with new ideas, but the larger players continue to hold the market.
The value for this market has seen a decrease. This was seen in many smaller players. This is due in the majority to the pricing of this category decreasing as competition between the larger players increases.
The majority of mageu is sold within the inland provinces, though KwaZulu-Natal holds a larger share.
Mageu is also seen greatly in the on-consumption area of sale and it is sold in bottom end retail, which holds the third highest share in the market. Mageu is consumed by the working class individual for the most part, and as such, is easier to purchase in larger quantities, or where pricing may be the lowest.Click here for more information on BMI Research
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Rice volumes in South Africa increased by a large growth in 2012. This abnormally large growth is attributed to the price increases for maize meal experienced during 2012. The demand for rice increased substantially as consumers switched their staple food from maize meal to rice.
The pasta market within South Africa declined in 2012. Dry pasta which comprises the majority of the pasta market lost share in 2012. However, the pasta meal kit market saw volumes increase.
The coffee market saw domination this year by a few top players, who pushed the volumes in the industry up. These players have products in all four of the market’s sub-sectors so their influence was felt all-round.
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