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manufacture breakfast cereals industry south africa

The Manufacture of Breakfast Cereals Industry in South Africa 2020

Natalie Bryden | South Africa | 08 June 2020

The Manufacture of Breakfast Cereals Industry in South Africa 2018

Sharmaine Hamer | South Africa | 25 October 2018

The Manufacture of Breakfast Cereals Industry in South Africa 2016

Yasmin Mahomedy | South Africa | 02 July 2016

The Manufacture of Breakfast Cereals Industry in South Africa 2014

Yasmin Mahomedy | South Africa | 30 October 2014

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Report Coverage

This report focuses on The Manufacture of Breakfast Cereals and includes information on the state of the sector and factors that influence it including consumer trends and the performance of the major players. There are profiles of 18 companies including the major players such as Pioneer Foods, Tiger Brands, Kellogg’s and Nestlé, as well as Future Life, which makes cereal with healthy additives and muesli manufacturers such Alpen Food and Paul’s Muesli.

Introduction

This report focuses on the manufacture of breakfast cereals in South Africa, a sector which is increasingly mature and competitive. The industry is dominated by a few large companies and despite increasing revenues and volume improvements at two of the largest cereal manufacturers in South Africa, their operating profits and margins are under pressure. Protracted low GDP growth and high unemployment will affect the industry going forward as people in the lower LSMs substitute cereals for lower-priced maize options and weight-conscious consumers opt for breakfasts with higher protein content. The coronavirus pandemic will add further pressure as supply chains are strained and consumers’ incomes may reduce as companies downsize or close.

Strengths

• An increasing preference for diets popular in developed markets.
• Growing middle-class population in emerging markets, including South Africa.
• High formal sector participation and extensive supermarket footprint.
• Resilient companies with expertise and experience operating in a challenging trading environment.

Weaknesses

• Demand for breakfast cereal is restrained by availability of alternatives, such as toasts, cereal bars, fruits, eggs and others.
• High unemployment, low income levels and low GDP growth restrain market growth.
• Increases in production costs due unstable electricity supply.
• Slow organic growth due to a mature market.
• Susceptible to volatility in agricultural production as well as drought and other natural disasters.

Opportunities

• Engage consumers with social media, smart labels and other packaging components, such as graphics and augmented reality.
• Expand retail footprint into the convenience store market and supply to online stores.
• Incorporate trending health foods such as superfoods into cereals targeted at the upper LSMs.
• Rapid population growth, urbanisation, and a growing middle-class in regional Africa to boost demand for food and modern shopping.
• Reconfigure packaging to harness the “snackability” trend.
• Repositioning cereal as a snack or dessert instead of strictly for breakfast.

Threats

• Availability of other convenient low-cost and nutritious meal options threatens demand for cereals.
• Coronavirus is threatening local and global supply chains.
• Environmental concerns around the sourcing of destructive raw materials (such as palm oil) by cereal producers.
• Negative perceptions around high sugar, preservative and genetically modified organisms content of some cereals.
• Rising input and operating costs; unable to pass costs onto price-conscious consumers.
• The slowdown in economic growth and high unemployment, exacerbated by the coronavirus pandemic, will constrain consumer spending.

Outlook

Sales to higher LSMs are expected to be driven by health concerns, usability and availability. Innovative easy-to-use packaging will increase the interest of on-the-go consumers and availability at convenience stores will facilitate snacking. Quality, organic ingredients that aren’t fattening and have health benefits will grow in the wealthier segments. However, in the lower LSMs, high unemployment, decreasing disposable incomes and upward inflation pressure will continue to affect consumer spending where cost and satiety will remain the most important factors in choosing what to eat.

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The Manufacture of Breakfast Cereals Industry in South Africa
The Manufacture of Breakfast Cereals Industry in South Africa 2020

Full Report

R 1 900.00(ZAR) estimated $103.04 (USD)*

Industry Landscape

R 1 330.00(ZAR) estimated $ 72.13 (USD)*

Historical Reports

The Manufacture of Breakfast Cereals Industry in South Africa 2018-10-25

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2016-07-02

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2014-10-30

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

Table of Contents

[ Close ]
PAGE
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Value Chain 2
2.2. Geographic Position 3
3. SIZE OF THE INDUSTRY 4
4. STATE OF THE INDUSTRY 4
4.1. Local 4
4.1.1. Corporate Actions 6
4.1.2. Regulations 7
4.1.3. Enterprise Development and Social Economic Development 9
4.2. Continental 10
4.3. International 12
5. INFLUENCING FACTORS 14
5.1. Economic Environment 14
5.2. Price of Commodities 16
5.3. Coronavirus 16
5.4. Food Programmes 17
5.5. Rising Operating Costs 18
5.6. Pesticides 19
5.7. Genetically Modified Organisms (GMOs) 19
5.8. Environmental Concerns 20
5.9. Labour 21
5.10. Cyclicality 23
5.11. Technology, Research and Development (R&D) and Innovation 23
6. COMPETITION 24
6.1. Barriers to Entry 25
7. SWOT ANALYSIS 25
8. OUTLOOK 26
9. INDUSTRY ASSOCIATIONS 27
10. REFERENCES 28
10.1. Publications 28
10.2. Website 28
APPENDIX 1 30
Summary of Notable Players 30
COMPANY PROFILES 32
AGT FOODS (PTY) LTD 32
ALPEN FOOD COMPANY SOUTH AFRICA (PTY) LTD 34
DAISY HEALTH FOODS CC 36
DATEX INTERNATIONAL CC 38
FUTURE LIFE HEALTH PRODUCTS (PTY) LTD 40
GLUTAGON (PTY) LTD 42
HEALTH CONNECTION WHOLEFOODS (PTY) LTD 43
HEARTLAND FOODS (PTY) LTD 45
KELLOGG COMPANY OF SOUTH AFRICA (PTY) LTD 47
LIBSTAR OPERATIONS (PTY) LTD 49
MONDELEZ SOUTH AFRICA (PTY) LTD 54
NESTLE (SOUTH AFRICA) (PTY) LTD 56
PAUL'S MUESLI (PTY) LTD 60
PIONEER VOEDSEL (PTY) LTD 62
SIZANI FOODS (PTY) LTD 66
TIA'S MUESLI CC 68
TIGER BRANDS LTD 70
VITAL HEALTH FOODS (PTY) LTD 75

Introduction

This report focuses on the manufacture of breakfast cereals in South Africa, which remains resilient in difficult conditions which include a poor economy, high unemployment and low business and consumer confidence. The sector is characterised by increased demand for lower-priced maize-based cereal and resistance among some consumers to over-processed cereals containing a lot of sugar and bad carbohydrates. The cereals market was valued at R4.3bn in 2016 and more recent estimates are difficult to come by. Reports by some major players of minimal price increases and volume declines suggest the value of the industry has not increased significantly since 2016. The market is dominated by a few large companies whose products appeal to budget conscious consumers and those who can pay for ready-to-eat cereals and grain-based cereals which are promoted as healthy products.

Strengths

• Manufacturers understand the market and are able to quickly respond to opportunities through, for example, price promotions.
• Strong brands that are well known and trusted.
• Well-established companies with strong and long-standing relationships with retailers.

Weaknesses

• Cereal market is overcrowded with local, national and international brands
• Concerns about the health benefits of cereal.
• Manufacturers are slow to come up with innovation and new initiatives

Opportunities

• Changing lifestyles and growing population creating opportunities for time-saving ready-to-eat cereals
• Partnering with restaurants and fast food outlets and retail chains to introduce cereal products to the market

Threats

• Changing lifestyles and the increase in the urban population, office workers are shifting to fast food outlets to save their time.
• Exchange rate volatility influences price of imported grain and climate change affects local production of raw material.
• Readymade foods, local food outlets and restaurants are threats that restricts the growth of the cereal industry

Outlook

The breakfast cereal market is expected to grow at a compound annual growth rate of between 1.8% and 3% at constant 2017 prices. The growing popularity of on-the-go ready-to-eat breakfasts and rising health awareness among consumers are expected to influence demand and consumption of breakfast cereals. The industry may be affected by sugar taxes in the future. Breakfast brands may be affected by a number of trends including consumer preference for less processed products and low-carb diets.

The Manufacture of Breakfast Cereals Industry in South Africa
The Manufacture of Breakfast Cereals Industry in South Africa 2018

Full Report

R 1 900.00(ZAR) estimated $103.04 (USD)*

Industry Landscape

R 1 330.00(ZAR) estimated $ 72.13 (USD)*

Historical Reports

The Manufacture of Breakfast Cereals Industry in South Africa 2020-06-08

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2016-07-02

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2014-10-30

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

Table of Contents

[ Close ]
PAGE
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Value Supply Chain 2
2.2. Geographic Position 2
3. SIZE OF THE INDUSTRY 3
4. STATE OF THE INDUSTRY 3
4.1. Local 3
4.1.1. Corporate Actions 6
4.1.2. Regulations 6
4.1.3. Enterprise Development and Social Economic Development 8
4.2. Continental 9
4.3. International 10
5. INFLUENCING FACTORS 11
5.1. Economic Environment update 11
5.2. Rising Operating Costs and Declining Sales 12
5.3. Health issues and Genetically Modified Organisms (GMOs) 12
5.4. Availability of Land and Crops 12
5.5. Technology, Research and Development (R&D) and Innovation 13
5.6. Labour 13
5.7. Cyclicality 14
5.8. Environmental Concerns 14
6. COMPETITION 15
6.1. Barriers to Entry 16
7. SWOT ANALYSIS 16
8. OUTLOOK 16
9. INDUSTRY ASSOCIATIONS 17
10. REFERENCES 17
10.1. Publications 17
10.2. Websites 18
APPENDIX 1 19
Summary of Major Players 19
COMPANY PROFILES 21
AGT FOODS (PTY) LTD 21
ALPEN FOOD COMPANY SOUTH AFRICA (PTY) LTD 23
DAISY HEALTH FOODS CC 25
DATEX INTERNATIONAL CC 27
FUTURE LIFE HEALTH PRODUCTS (PTY) LTD 29
HEARTLAND FOODS (PTY) LTD 31
KELLOGG COMPANY OF SOUTH AFRICA (PTY) LTD 33
LIBSTAR OPERATIONS (PTY) LTD 35
NESTLE (SOUTH AFRICA) (PTY) LTD 41
PIONEER VOEDSEL (PTY) LTD 45
TIGER BRANDS LTD 49
VITAL HEALTH FOODS (PTY) LTD 54

Report coverage

The Manufacture of Breakfast Cereals describes current conditions, the growing trend towards food with less sugar and salt and other factors influencing the success of the sector. Twelve industry players are profiled, ranging from the three major companies to smaller companies such as Alpen Food Company South Africa (Pty) Ltd, based in the Western Cape, which employs 54 people and is jointly owned by the Pioneer Food Company and Weetabix Limited, headquartered in the United Kingdom. Also profiled is FutureLife, which was originally established as “a social project to help improve the lives of malnourished and disadvantaged people in sub-Saharan Africa.” The company focuses on the concept of functional foods that provide ‘additional health benefits’ and in 2015 Pioneer Foods acquired a 50% shareholding in the company.

Report coverage

The Manufacture of Breakfast Cereals describes current conditions, the growing trend towards food with less sugar and salt and other factors influencing the success of the sector. Twelve industry players are profiled, ranging from the three major companies to smaller companies such as Alpen Food Company South Africa (Pty) Ltd, based in the Western Cape, which employs 54 people and is jointly owned by the Pioneer Food Company and Weetabix Limited, headquartered in the United Kingdom. Also profiled is FutureLife, which was originally established as “a social project to help improve the lives of malnourished and disadvantaged people in sub-Saharan Africa.” The company focuses on the concept of functional foods that provide ‘additional health benefits’ and in 2015 Pioneer Foods acquired a 50% shareholding in the company.

Introduction

This report focuses on the manufacture of breakfast cereals in South Africa, which like other manufacturing sectors is operating under challenging trading conditions as a result of rising input costs and weaker consumer demand due to a lack of disposable income. The breakfast cereals market, which has an estimated value of R4.3bn a year, is dominated by three large companies which continue to introduce new products in order to remain competitive. In this regard, the functional food category has been growing and the two leading companies have now entered this segment of the market as more consumers become increasingly health conscious.

Strengths

• A high level of innovation.
• Major players with well-established brands.

Weaknesses

• GMO crops are used in the manufacture of most breakfast cereals.
• Reliant on imported wheat.
• Susceptible to volatile raw material prices.

Opportunities

• Growing demand for healthier RTE cereal.
• Growth potential in African countries.

Threats

• GM labelling legislation.
• Shortage of grain.
• Weak consumer demand combined with above-inflation increases in producer prices.

Outlook

Increasing demand for healthy and nutritious breakfast cereals is expected to continue to drive manufacturers to focus on launching new functional products that offer reduced quantities of sugar and salt. However, the adverse economic trading conditions, rising costs from higher fuel and electricity as well as the drought are putting pressure on all food manufacturers, who have to balance managing volume and profit margins. Pioneer Food Group warned of “deteriorating conditions facing food makers” and cautioned, “The Rand weakness and the concomitant cost-push effect will accelerate inflationary pressure on food manufacturers and increase the burden on consumers.”

Read More..
The Manufacture of Breakfast Cereals Industry in South Africa
The Manufacture of Breakfast Cereals Industry in South Africa 2016

Full Report

R 1 900.00(ZAR) estimated $103.04 (USD)*

Industry Landscape

R 1 330.00(ZAR) estimated $ 72.13 (USD)*

Historical Reports

The Manufacture of Breakfast Cereals Industry in South Africa 2020-06-08

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2018-10-25

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2014-10-30

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

Table of Contents

[ Close ]
PAGE
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Value Chain 1
2.2. Geographic Position 2
3. SIZE OF THE INDUSTRY 3
4. STATE OF THE INDUSTRY 6
4.1. Local 6
4.1.1. Corporate Actions 7
4.1.2. Regulations 8
4.1.3. Enterprise Development and Social Economic Development 9
4.2. Continental 10
4.3. International 12
5. INFLUENCING FACTORS 13
5.1. Economic Environment 13
5.2. Rising Operating Costs 14
5.3. Health Issues and Genetically Modified Organisms (GMOs) 14
5.4. Availability of Land and Crops 17
5.5. Technology, R&D and Innovation 17
5.6. Labour 18
5.7. Cyclicality 20
5.8. Environmental Concerns 20
6. COMPETITION 20
6.1. Barriers to Entry 21
7. SWOT ANALYSIS 22
8. OUTLOOK 22
9. INDUSTRY ASSOCIATIONS 22
10. REFERENCES 23
10.1. Publications 23
10.2. Websites 23
COMPANY PROFILES 25
AGT Foods (Pty) Ltd 25
Alpen Food Company South Africa (Pty) Ltd 27
Daisy Health Foods CC 29
Datex International CC 31
Future Life Health Products (Pty) Ltd 33
Heartland Foods (Pty) Ltd 35
Kellogg Company of South Africa (Pty) Ltd 37
Libstar Operations (Pty) Ltd 39
Nestle (South Africa) (Pty) Ltd 42
Pioneer Voedsel (Pty) Ltd 45
Tiger Brands Ltd 49
Vital Health Foods (Pty) Ltd 54

Introduction

This report focuses on the manufacture of breakfast cereals, a sector that is extremely competitive and dominated by three large companies with a combined market share of approximately 78%. The value of the South African breakfast cereal market is estimated at R4.3bn a year and is growing at between 4% and 7% per annum. Like other manufacturing sectors the breakfast cereal industry is operating in an environment characterised by decreased economic activity, challenging trading conditions, weak consumer demand due to a lack of disposable income and rising input costs.

Strengths

• A high level of innovation.
• Major players with well-established brands.

Weaknesses

• GMO raw materials are used in the manufacture of most breakfast cereals.
• History of collusive behaviour in the breakfast cereal value chain.
• Reliant on imported raw materials as South Africa is a net importer of wheat.
• Susceptible to volatile raw material prices.

Opportunities

• Changing demographics provide growth potential in African countries.
• Growing black middle class for the RTEC market.
• Growing demand for healthier RTEC.

Threats

• GM labelling legislation
• Shortage of grain
• Weak consumer demand combined with above-inflation increases in producer prices.

Outlook

While all companies in the sector are looking for new opportunities to expand, respondents mentioned that they will have to consider the impact of the country’s worsening economy that is causing a slow-down in consumer spending. Pioneer Foods reported that tough market conditions are expected to prevail in all territories so the company will focus on containing costs and improving efficiencies in an attempt to compete effectively. According to the company’s CEO Phil Roux, “Sustained and increased investment in the power brands is key to long-term sustainability.” Bokomo reported that the division would focus on growing its power brands by increased marketing investment. Shaun Harris MD of Futurelife believes that because of changing consumer health and wellness lifestyles, the market for enhanced or functional foods and beverages will continue to grow locally and abroad.

The Manufacture of Breakfast Cereals Industry in South Africa
The Manufacture of Breakfast Cereals Industry in South Africa 2014

Full Report

R 1 900.00(ZAR) estimated $103.04 (USD)*

Industry Landscape

R 1 330.00(ZAR) estimated $ 72.13 (USD)*

Historical Reports

The Manufacture of Breakfast Cereals Industry in South Africa 2020-06-08

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2018-10-25

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

The Manufacture of Breakfast Cereals Industry in South Africa 2016-07-02

R 1 900.00(ZAR) estimated $103.04 (USD)*

View Report Add to Cart

Table of Contents

[ Close ]
PAGE
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Supply Chain 1
2.2. Geographic Position 2
3. SIZE OF THE INDUSTRY 2
4. STATE OF THE INDUSTRY 5
4.1. Local 5
4.1.1. Corporate Actions 6
4.1.2. Regulations 6
4.1.3. Enterprise Development and Social Economic Development 7
4.2. Continental 8
4.3. International 9
5. INFLUENCING FACTORS 10
5.1. Economic Environment 10
5.2. Rising Input Costs 10
5.3. Genetically Modified Organisms (GMOs) 11
5.4. Availability of Land and Crops 11
5.5. Marketing 11
5.6. Labour 12
5.7. Cyclicality 13
5.8. Technology 13
5.9. Environmental Concerns 13
6. COMPETITION 13
6.1. Barriers to Entry 14
6.2. Research and Development (R&D) and Innovation 14
7. SWOT ANALYSIS 15
8. OUTLOOK 15
9. INDUSTRY ASSOCIATIONS 15
10. REFERENCES 16
10.1. Publications 16
10.2. Websites 16
ORGANOGRAM 17
COMPANY PROFILES 18
ALPEN FOOD COMPANY SOUTH AFRICA (PTY) LTD 18
DAISY HEALTH FOODS CC 20
DATEX INTERNATIONAL CC 21
FUTURE LIFE HEALTH PRODUCTS CC 23
KELLOGG COMPANY OF SOUTH AFRICA (PTY) LTD 25
LIBSTAR MANUFACTURING SOLUTIONS (PTY) LTD 26
NESTLE (SOUTH AFRICA) (PTY) LTD 28
PIONEER FOODS (PTY) LTD 30
POUYOUKAS FOODS (PTY) LTD 34
TIGER BRANDS LTD 36
VITAL HEALTH FOODS (PTY) LTD 40