SOUTH AFRICA BRAND REPORT

Transcription

1 SOUTH AFRICA BRAND REPORT CONSUMERS OF ENERGY DRINKS COMPILED: JANUARY 2012

2 REPORT OVERVIEW Compiled: January 2012 (79 pages) This comprehensive report examines the South African consumers of energy drinks: Historical soft drink market sales (past 5 years), Sales forecasts until 2014, Local and global market trends, Competitor analysis of key brands in the segment, Detailed consumer geo-demographic profiling, Consumer lifestyle and Media consumption. The consumer analysis is based on the latest 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 of the key questions the report will help you to answer are: What are the historical market sales and forecasts until 2014 for the soft drinks market? Who are the key players and brands in the market and how are they positioned? What are the important consumer and market trends that should be included in your business strategy? Who are the users (and non users) of energy drink consumption? e.g. age, gender, affluence, life-stage, geographics How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines 2

3 REPORT OVERVIEW It provides a comprehensive consumer profile of the entire energy drink category (minimum category sample = consumers), as well as a detailed segmentation by brand, namely: Bioplus; Power Play; Red Bull. Additional brands that form part of the market trends and geo-demographic trends analysis of Energy Drinks consumers include: Beat; Biozest; Carpe Diem; Dark Dog; Power Horse; V; and Virgin. It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of the energy drink category by brand, making it a vital reference report for anyone wanting to understand this segment of the market. Why purchase this market research report? The report focuses on consumer-based intelligence the most valuable brand asset Historical sales (past 5 years) and sales forecasts until 2014, with local and global market trends. Includes a detailed competitor analysis and brand positioning 79 page report with 70+ charts, graphs, tables Salient points and key insights are highlighted and summarised in comment boxes on each page 3

4 4 SCREENSHOTS FROM REPORT 79 page report filled with detailed charts, graphs, tables and insights

5 SAMPLE FROM REPORT POPULATION GROUP PROFILE Population group profile of energy drink users and non-users 100% 90% 80% 70% 60% 50% 40% 30% 20% 0% 11% 14% 2% 6% 3% 9% 81% 74% Users of Energy Drinks Non-Users of Energy Drinks White Indian Coloured Black Black Coloured Indian White Users of energy drinks in the past 7 days 4,969, , , ,328 Non-users of energy drinks in the past 7 days 20,643,112 2,590, ,351 3,860,330 In 2011, 81% of users of energy drinks were Black compared to 74% of non-users. 11% of energy drink users were White and 6% were Coloured. Source: AMPS 2011A (Adults 15+ years) Sample Size: (total population 15+ years); (Users of energy/stimulant drinks) Weighted Population: (total population 15+ years); 5

6 SAMPLE FROM REPORT ENERGY DRINK USAGE TRENDS: % 90% 80% 70% 60% 50% 40% 30% 20% 0% Energy Drink personal consumption in past 7 days: % 76% 75% 18% 19% 20% 5% 5% 5% Light Medium Heavy Year Light (1:2) Medium (3:5) Heavy (6+) Total ,230, , ,346 5,481, ,522,303 1,142, ,743 5,940, ,598,992 1,212, ,178 6,148,701 Between 2009 and 2011, the proportion of consumers who were classified as Medium consumers of energy drinks (drank 3-5 cans/bottles in past 7 days) had increased from 18% to 20% showing an increasing consumption trend. Source: AMPS 2009B-2011A (Adult population 15+ years) Sample Size: (2009), (2010); (2011) See previous page for sample details 6

7 SAMPLE FROM REPORT BRAND PROFILE: HOME LANGUAGE Brand profile of energy drink consumed most often by home language 100% 90% 80% 70% 60% 50% 40% 30% 20% 0% 2% 3% 1% 2% 2% 4% 3% 2% 2% 3% 5% 3% 5% 11% 8% 12% 11% 13% 12% 11% 16% 6% 13% 13% 12% 16% 24% 26% 28% 9% 12% 15% 22% 8% 11% 12% 9% 12% Total Bioplus Power Play Red Bull Another Brand Swazi Venda Tsonga Tswana South Sotho North Sotho Xhosa Zulu English Afrikaans 22% of Bioplus most often consumers were Afrikaans home language speakers compared to 9% for Red Bull. The highest proportion of Red Bull most often consumers were Zulu home language speakers (28%). Source: AMPS 2011A (Adults 15+ years) Sample Size: (Users of energy/stimulant drinks) Based on weighted numbers, see beginning of section for brand sample sizes 7

8 SAMPLE FROM REPORT INTERNET ACTIVITIES 35% Internet activities by energy drink brand 30% 25% 20% 15% 5% Total Bioplus Power Play Red Bull Another Brand 0% Search (29%) was the most popular Internet activity among all energy drink consumers, followed by and social networking. Source: AMPS 2011A (Adults 15+ years) Sample Size: (Users of energy/stimulant drinks) Based on weighted numbers, see beginning of section for brand sample sizes 8