New 440ml can pushes beer sales

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Danette Breitenbach

BMi Research has released its 2013 annual quantification report on the malt beer market in South Africa. It saw conservative growth in 2012, compared to previous years, though it is still seen as a very popular product amongst the adult population of South Africa.

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In recent years, effort has been put into limiting the consumption of this product through laws and prohibiting the sale of alcohol during certain hours. The overall category value growth was lower than in previous years. Competition amongst players is high, pushing prices lower with promotions and competitions. In addition, limited growth undermined further potential increase in category value.

The 440ml can pack format had a massive growth in the market, pushing the overall can market up by close on one third of the total market in 2012. This had an effect on glass, the other popular pack type, which consequently saw a static market state for 2012.

Malt beer is defined as an alcoholic beverage typically brewed from barley comprising a mixture of malt syrup, water, sugar and yeast, which is flavoured with hops. Malt beer contains between 4% and 6% alcohol.

Channel Distribution

Malt beer drunk at restaurants, mines and taverns (on consumption), remains the most dominant channel, however it has lost some share to the off-consumption sector.

The Gauteng market accounts for one third of all sales.

BMi Research specialises in consumer and industrial research in various sectors, including the retail market. For more information, go to www.bmi.co.za.