BMi Research Annual Quantification Report, Sorghum Beer in South Africa, July 2013
BRAND ACTIVITY
Oct 22nd, 09:36
Market Trends
The overall sorghum beer market continues to decline in volume but increased in value from 2011. The main drivers of this volume decline was twofold. The major player in the wet-based market discontinued the 20 litre mini-bulk which used to represent more than half of that market in 2010. The change in consumer behaviour as they shift to clear beer. This market is expected to remain under pressure as the crop yield continue to fluctuate.
The wet-based sorghum beer price per litre increased in 2012 as the market transitioned from the 20 litre bucket to the higher priced 1L carton and 2L plastic pack sizes.
The dry-based sorghum beer price per kg showed the largest relative increase in the midst of the volume decline. The price per kg increased substantially in 2012. The drivers of this price increase was twofold. Firstly the lack of local supply, with fairly consistent demand, resulted in natural market forces pushing up the price. In addition, given the lack of local supply, more expensive imported volumes were brought in to reduce the shortfall. This further compounded the high category pricing.
Wholesale followed by on-consumption remain the two leading distribution channels, while distribution in the Gauteng and Western Cape remains relatively constant.
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