South Africa Country Report: Geo-Demographic Trends among Alcoholic Beverage Categories

This comprehensive report examines the South African market trends (2009-2013) and geo-demographic trends (2009-2013) among the different alcoholic beverage categories, including local consumer/market trends, and detailed consumer geo-demographic profiling of several categories of alcoholic beverages:

*Flavoured Alcoholic Beverages (RTDs, Spirit Coolers, Ciders)

*Beer

*Light Beer

*Wine – Boxes/Jugs

*Wine – Bottles

*Brandy

*White Spirits (Cane, Gin, Vodka)

*Whisky

 

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Compiled: November 2013 (88 pages) This comprehensive report examines the South African market trends (2009-2013) and geo-demographic trends (2009-2013) among the different alcoholic beverage categories, including local consumer/market trends, and detailed consumer geo-demographic profiling of several categories of alcoholic beverages:

*Flavoured Alcoholic Beverages (RTDs, Spirit Coolers, Ciders)

*Beer

*Light Beer

*Wine – Boxes/Jugs

*Wine – Bottles

*Brandy

*White Spirits (Cane, Gin, Vodka)

*Whisky

The consumer analysis is based on an annual consumer survey among a nationally representative sample of more than 25 000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

*What are the variances between consumers of the different alcoholic beverage categories in the market?

*What are the important consumer and market trends that should be included in your business strategy?

*Who are the consumers among the different alcoholic beverage categories in the market? e.g. age, gender, affluence, lifestage, geographics.

*How has the consumer profile of each category changed over the past 5 years?

 

 

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  1. South African Population Demographics Overview

1.1. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
1.2. SA Province Overview (2011): GDP Contribution And Population Size
1.3. SA Age Estimate (2011): South African Population Age Distribution
1.4. SA Population Race and Gender Estimate (2011): Race; Black; White; Coloured; Indian or Asian. Gender; Male or Female

  1. Survey Methodology
  2. Market Trends of Alcoholic Beverage Consumption (2009-2013)

3.1 Consumers of alcoholic beverage categories: flavoured, beer, light beer, box/jug wine, bottled wine, brandy, whisky, and white spirits (cane, gin, vodka)

  1. Geo-demographic profile of consumers by category (2013)

4.1. Gender: Male; Female
4.2. Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
4.3. Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
4.4. Population Group: Black; White; Coloured; Indian
4.5. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
4.6. Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
4.7. Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
4.8. LSM: LSM 1; LSM 2; LSM 3; LSM 4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10

4.9. Personal Income: R1-R799; R800-R1199; R1200-R2499; R2500-R4999; R5000-R9999; R10000-R15999; R16000-R19999; R20000+

4.10. Household Income: R1400-R2499; R2500-R4999; R5000-R7999; R8000-R10999; R11000-R19999; R20000+

4.11. Work Status Profile: Full Time, Part Time, Housewife, Student, retired, unemployed

 

  1. Consumer Trends by Category (2009-2013)

5.1. Gender: Male; Female
5.2. Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
5.3. Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
5.4. Population Group: Black; White; Coloured; Indian
5.5. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
5.6. Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
5.7. Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
5.8. LSM: LSM 1; LSM 2; LSM 3; LSM 4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10

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Our comprehensive analyses include 5-year consumer trends and forecasts expected consumer growth and trends in a market over the next five year period. This forecast considers the compound annual growth rates (CAGR) achieved in the 5 previous years (4 periods), as well as market drivers and restraints as the basis for determining expected future growth.

The forecasting is done in-house based on our forecasting background, experience and expertise.

SECONDARY/DESK RESEARCH

For our comprehensive sections on the Global and South African market trends and overview, we make use of the most credible and accurate market intelligence sources, our own proprietary databases, as well as other recognized data sources that are available in the public domain.

CONSUMER ANALYSIS

The majority of consumer analysis is based on the All Media and Products Survey conducted by the South African Audience Research Foundation. For more detailed info, please visit www.saarf.co.za.

Methodology

Analytix BI uses AMPS to obtain an in-depth understanding of various consumer markets in South Africa. AMPS is a single source survey, based on media usage, product consumption and demographics collected from in-home face to face personal interviews with the same respondents. AMPS is currently conducted using Double Screen Computer Assisted Personal Interviewing technology (DS-CAPI) and is one of the only four media audience surveys in the world that replaced the previous paper-based interviews. With DS-CAPI, mastheads and show cards on separate computer screens/laptops are handed to respondents. The interviewer’s laptop and the respondent’s screen/laptop are linked and are programmed so that the right mastheads and show cards come up on the respondent’s screen/laptop at the right questions. The survey is conducted annually in two fully national fieldworks between January – June and July to December, over 25 000 adults (15+ year olds) are interviewed, in both rural and urban areas, with computer-assisted personal interviewing.

Sample Design

The sample is designed by using multi-stage area stratified systematic probability sampling. In order to measure this universe a large, scientifically drawn, multi-stage, area stratified, probability sample is taken to represent the population of South Africa. Using population estimates, the sample is then grossed up to the total population so that findings can be looked at in terms of both percentage and thousands of people .The residential addresses are arranged within each geographic areas arranged alphabetically by suburb name, street name within suburbs and numerically by street number within street. Multiple dwelling units such as flats, cluster houses with the same street number are listed individually.

SAARF LSM

Analytix BI also uses the SAARF LSM (Living Standards Measure) rating, which is the most widely used marketing research tool in Southern Africa. SAARF’s LSM tool segments the South African market based on universally applicable variables according to living standards such as urbanisation and ownership of possessions such as cars and major appliances. This further divides the population into 10 LSM groups, 10 (highest) to 1 (lowest). Previously eight groups were used but this changed in 2001 when the new SAARF Universal LSM consisting of 10 groups was introduced. For more detailed information on SAARF LSM, go to www.saarf.co.za

 

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