The 2011 year saw a substantial increase in volume. The relatively lower growth in volume for the base year may indicate that the increase during the previous year was not fully sustainable.
Overall, the category continues to perform well year on year. Players in the market feel that the rise popularity of the category may be focused within the traditional Zulu segment of the market. Perceptions that the category is healthy are congruent with modern food trends and may underpin the consistent growth in buttermilk and maas. It is believed that the product is being used increasingly in baking and cooking.
Wholesale, top-end and bottom-end retail demand are the dominant channels of buttermilk and maas distribution, with top-end retail maintaining the majority share of volumes. It is hypothesised that the above-the-line campaigns, in-store promotions, shopping mall activation and point of sale have driven the distribution in these channels.
Players have revamped pack designs to stand out on the shelf as the smoothest, richest and creamiest looking buttermilk and maas. Rigid plastic is the dominant pack type with a variety of pack sizes with high volumes reflected in 1 litre, 2 and 4 litres. Promotional events, including competitions, have had an impact on the higher volume in this pack type.
BMi Research specialises in consumer and industrial research in various sectors, including the retail market. For more information, go to www.bmi.co.za.
