Packaging has shifted, as more players move from sachets into bottles and cartons, which are more durable and cheaper forms of packaging. Some players also feel this makes the product feel more like a luxury item. There has also been a shift from the smaller pack sizes (less than 500ml) into the larger sizes as consumers continue to make bulk purchase choices.
On-consumption has experienced a decline in market share in 2013, as less products are sold into mines due to the strikes.
The North West Province has experienced a decline in market share during 2013 as major players shift focus away from the area and focus more on smaller, more penetrable markets.
Moving into 2014 and onwards, smaller players are expecting to slow their productions as they continue to struggle against the market leaders of the mageu industry.
BMi Research specialises in consumer and industrial research in various sectors, including the retail market. For more information, go to www.bmi.co.za.