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BMi Research Annual Quantification Report, Buttermilk & Mass in South Africa, July 2013

BRAND ACTIVITY

Oct 22nd, 10:16

The buttermilk and maas market continues to increase steadily in both volume and value, albeit it at a slightly reduced rate for 2012. The 2011 year saw a fairly substantial increase in volume. The relatively lower growth in volume for the base year may indicate that the increase during the previous year was not fully sustainable.

Overall though, the category continues to perform well year on year. Players in the market feel that the rise popularity of the category may be focused within the traditional Zulu segment of the market. Perceptions that the category is healthy are congruent with modern food trends and may also underpin the consistent growth in buttermilk and maas. It is believed that the product is being used increasingly in baking and cooking.

Wholesale, top-end and bottom-end retail demand are the dominant channels of buttermilk and maas distribution, with top-end retail maintaining the majority share of volumes. It is hypothesised that the above-the-line campaigns, in-store promotions, shopping mall activation and point of sale have driven the distribution in these channels.

Players have revamped pack designs to stand out on the shelf as the smoothest, richest and creamiest looking buttermilk and maas. Rigid plastic is the dominant pack type with a variety of pack sizes with high volumes reflected in 1litre, 2 and 4 litres. Promotional events, including competitions, have had an impact on the higher volume in this pack type.

Players are projecting a conservative growth for the category for 2013.

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