SOUTH AFRICA BRAND REPORT

Transcription

1 SOUTH AFRICA BRAND REPORT CONSUMERS OF INFANT CEREAL COMPILED: FEBRUARY 2012

2 REPORT OVERVIEW Compiled: February 2012 (75 pages) This comprehensive report examines the South African purchasers of infant cereal: Infant cereal usage and brands trends, Geo-demographic trends ( ) among purchasers, Detailed geo-demographic brand profile and brand penetration analysis (2011), Cellphone, Internet, 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 important consumer and market trends that should be included in your business strategy? Who are the purchasers of Infant Cereals? What are geo-demographic trends ( ) among purchasers? 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 infant cereal category (minimum category sample = 1716 consumers), as well as a detailed segmentation by brand, namely: Nestle Cerelac, Nestle Creamy Pap Maize, Nestle Nestum, Purity Cereals, Purity Creamy Maize, and Purity Mabele. An additional brand that forms part of the market trends and geo-demographic trends analysis of Infant Cereal consumers is Pronutro Toddlers. It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of the infant cereal 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 Provides a comprehensive analysis of the big picture with local consumer/market trends 75 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 75 page report filled with >100 detailed charts, graphs, tables and insights

5 SAMPLE FROM REPORT CONSUMER TREND: : AGE Age group profile of infant cereal users (purchasers): % 90% 80% 70% 60% 50% 40% 20% 0% 4% 7% 7% 7% 8% 14% 12% 12% 28% 27% 26% 23% 20% 19% 15% 18% 17% 8% 8% 7% Years Years Years Years Years Years Years Years Years Years Years Years Years 60+ Years In 2011, 26% of infant cereal users (purchasers) were years old, a slight decline from 28% in Interestingly, the proportion of 50+ year old users had increased from 11% in 2009 to 17% in The percentage of year-old consumers (purchasers) had declined from 23% (0.6 million) in 2009 to 19% (0.5 million) in Source: AMPS 2009B-2011A (Personally bought infant cereal in the past 4 weeks) Sample Size: (2009), (2010); (2011) Based on weighted numbers 5

6 SAMPLE FROM REPORT INFANT CEREAL USAGE TRENDS: % 70% 60% 50% 40% 20% 0% Infant cereal consumption trends: % 51% 48% 33% 34% 37% 14% 15% 15% Light Medium Heavy Year Light (1:2) Medium (3:5) Heavy (6+) Total Between 2009 and 2011, the proportion of consumers who were classified as Light consumers of infant cereal (personally bought 1-2 units of infant cereal in the past 4 weeks) had dropped from 53% (1.4 million) to 48% (1.5 million). In contrast, the number of infant cereal consumers who were classified as Medium consumers (personally bought 3-5 units of infant cereal in the past 4 weeks) had increased by 4% to 1.1 million users. Source: AMPS 2009B-2011A (Personally bought infant cereal in the past 4 weeks) Sample Size: (2009), (2010); (2011) See previous page for sample details. 6

7 SAMPLE FROM REPORT BRAND PROFILE: LIFESTAGE Brand profile of infant cereal bought most often by lifestage 100% 90% 80% 70% 60% 50% 40% 20% 0% 3% 3% 1% 3% 3% 2% 2% 27% 23% 27% 37% 41% 4% 3% 5% 6% 7% 6% 8% 8% 11% 13% 11% 9% 12% Grand total Nestle Cerelac 4% 4% 12% 9% Nestle Creamy Pap Maize 31% 35% 3% 3% 6% 8% Nestle Nestum 21% 46% 32% 4% 6% 2% 5% 5% 2% 8% 5% 7% 8% 6% 9% Purity Cereals Purity Creamy Maize 37% 28% Purity Mabele Mature Family Single Parent Family Young Family Mature Couples Young Couples Mature Single Young Independent Singles At Home Singles Purity Mabele had the highest proportion of Single Parent Families (37%) among their most often users but had the lowest proportion of Young Families (28%) compared to the other brands. Source: AMPS 2011A (Adults 15+ years) Sample Size: (Total infant cereal users - bought most often) Based on unweighted numbers, see beginning of section for brand sample sizes 7

8 SAMPLE FROM REPORT TOP 10 INTERNET ACTIVITIES 25% Top 10 Internet activities by infant cereal brands Total 20% Nestle Jars 15% Nestle Baby Delight 5% 0% Nestle Baby Menu Purity Bottled Jarred Foods Purity Boxed Meals/Desserts Purity Juices Search (17%) was the most popular Internet activity among all infant cereal consumers across selected brands, followed by (15%) and social networking (12%). Source: AMPS 2011A (Adults 15+ years) Sample Size: (Users of infant cereal product) Based on unweighted numbers, see beginning of section for brand sample sizes. 8