This comprehensive report examines South African consumers of Fresh Milk: Global and South African market overview, Usage and brand trends (2009-2013) with consumer forecasts for 2014-2018, Geo-demographic trends among consumers (2009-2013), Detailed geo-demographic brand profile and brand penetration analysis, Cell phone, Internet, Lifestyle and media consumption.

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Compiled February 2013 (99 pages) The report provides a comprehensive consumer profile of the Fresh Milk category (minimum category sample = 18 908 consumers), as well as a detailed segmentation by brand, namely: Bonnita, Clover, Crystal Valley, DairyBelle, Darling, DewFresh, Douglasdale, Fairfields Dairy, Montic and Parmalat.

Additional brands that form part of the market trends and geo-demographic trends analysis of Fresh Milk consumers are Bosparadys, Jersey and House Brands (incl. Pick n Pay, Woolworth, Shoprite/Checkers).

It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of the Fresh Milk category by brand, making it a vital reference report for anyone wanting to understand this segment of the market.

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

*Who are the key players and brands in the market and how are they positioned?

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

*What is the size of the consumer market and consumer purchasing trends (2009-2013) and what is the consumer forecast for 2014-2018?

*What are the brand penetration trends (2009-2013) for key brands in the market?

*Who are the consumers of Fresh Milk? What are geo-demographic trends among purchasers (2009-2013)? e.g. age, gender, affluence, life-stage, geographics

*How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, retail

*What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines

 

 

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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

2. Fresh Milk Trends and Overview
3. Company/ Brand Analysis
4. Survey Methodology
5. Usage and Brand Trends (2009-2013)

5.1. Fresh milk users

5.2. Consumed in the past 7 days by brand

3.3. Consumed most often by brand

 

6. Consumer Forecasts

6.1. Market Dynamic Drivers and Restraints

6.2. Consumer Actual (2009-2013) vs Consumer Forecast (2014-2018)

 

7. Geo-Demographic Trends among Fresh Milk Consumers (2009 -2013)

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

8. Brand Loyalty of Fresh Milk Consumers (2013)
9. Geo-Demographic Profile of Fresh Milk Consumers (2013)

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

10. Geo-Demographic Penetration of Fresh Milk Consumers (2013)

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

11. Shopping Pattern and Food/Grocery Stores Used

11.1. Monthly grocery shopping patterns

11.2. Top 10 bulk buying shops

11.3. Top 10 fill-up buying shops

11.4. Top 10 non-bulk buying shops

11.5. Top 10 convenience buying shops

 

12. Cell phone and Internet

12.1. Cell phone usage by brand

12.2. Top 10 Daily cell phone activities

12.3. Internet access (Past 7 days)

12.4. Internet purchase (last 12 months)

12.5. Top 10 internet activities (computer)

12.6. Top 10 internet activities (cell phone/ mobile)

 

13. Summary of Findings

 

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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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