Market trends
Rice continued to play an important role in the South African economy. The market for rice declined slightly in 2011 after a good recovery in 2009.
Although the market recorded growth in recent years, it is yet to return to 2007 levels. The sluggish volume performance is attributed to the 2008 and 2011 price increases which, drive price conscious consumers to switch back to cheaper, traditional staples such as maize meal.
Growth seen in the category, is attributed to rice being less labour intensive to prepare compared to traditional staples and for many South Africans who cannot afford to eat out, rice is a common accompaniment to a home cooked meal.
Branding and advertising also played a significant role in the recovery of the market, with local distributors noting that, besides price considerations, consumers react positively to a well branded product, saying that they want to be seen buying the better brand.
BMI Research: Consumer Division has the ability to draw on company's established experience in the retail and wholesale sectors, providing a unique and customized solution to understanding consumer behaviour.
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