Africa Squash Syrups Report 2012




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Product Synopsis

Published by Canadean, the Africa Squash/Syrups Report 2012 provides a detailed analysis of the squash/syrups market in Africa, with data at a regional and individual country level, including forecasts to 2015

Introduction and Landscape

Why was the report written?
The Africa Squash/Syrups Report 2012 is an essential guide for anyone with an interest in the squash/syrups market and forms part of Canadean's best selling series of global soft drinks reports.

What is the current market landscape and what is changing?
The top choice in Africa (56%) is orange. Squash/syrups appeal to parents since, many children love to drink sweet beverages, but 100% fruit juice is often unaffordable for most parents in the region and the category is perceived to have nutritional values for children.

What are the key drivers behind recent market changes?
Although the dominant brand in Nigeria is berry flavoured, orange holds the majority share over the region as South African market volumes eclipse those in Nigeria. In South Africa the trend for adding vitamins A, B and C is taking hold.

What makes this report unique and essential to read?
The report comprises of data tables and supporting text, providing information at a regional and country level. The report is compiled from Canadean's extensive global soft drinks databases which are researched individually by country using our specialist researchers 'on the ground'. Comprising of 2individual country profiles, plus a regional summary, the report provides an invaluable guide to the latest trends and forecasts in the squash/syrups category.

Key Features and Benefits

  • Dataincludes consumption volumes (million litres and litres per capita)from 2006 to 2011, plus forecasts to 2015 by country.
  • Percentage markets shares are provided for segmentation data, packaging dataand distribution(2010 and 2011 actuals, plus 2012 forecasts).
  • Leading companies' market shares for 2010 and 2011 are provided.
  • A market valuation is provided for eachcountry and, where applicable, new products in 2011 are identified by country.
  • Supporting text includes commentary on current and emerging trends, segmentation, packaging, distribution, pricing/valuation and where applicable, functional products and private label
Key Market Issues

  • Volume is almost entirely in PET bottles. There has been something of a swing in terms of pack size to larger pack sizes such as 100cl, as well as much smaller sizes to suit those pockets that are really under pressure.
  • Although South African Private Label options performed well in 2011, the segment is not yet present in Nigeria.
  • Throughout the region, low calorie options remain of little interest to consumers. In South Africa the segment holds only 4% share of the market, whereas no low calorie offerings are available in Nigeria.
  • In Nigeria, growth is dampened by the threat of unreliable water sources.
  • Pricing did not change significantly in 2011, with the category still holding a distinct price advantage over other beverage options.
Key Highlights

  • In South Africa, fortifying squash/syrups is a new trend that is creating a stir among larger players, playing on the health platform in order to attract more consumers to the category.
  • The outlook for added value products in 2012 is very good as consumers are down trading to squash/syrups, so if there is more than the reason of price, consumers will buy into the products, particularly if these benefits relate to health.
  • Throughout the region, squash/syrups are generally sold in off-premise channels; however, there are those brands that do well in on-premise as alcohol mixers. Particularly those that offer flavour options of lime, cola, and passion fruit in South Africa.
  • Squash/syrups are affordable, are convenient to mix up, can be stored for months in pantries without need for refrigeration, and the brands available have a large variety of flavours and variants, and with pack sizes to suit any pocket.
  • In the longer term in South Africa, more innovation is expected for the category with big brands moving into rtd options, higher fruit content, and carbonated variants.