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©Analytix Business Intelligence 2012

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SOUTH AFRICA BRAND REPORT

– CONSUMERS OF INFANT CEREAL –

COMPILED: FEBRUARY 2012


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REPORT OVERVIEW

2

Compiled: February 2012

(75 pages)

This comprehensive report examines the South African purchasers of infant cereal: Infant

cereal usage and brands trends, Geo-demographic trends (2009-2011) among purchasers,

Detailed geo-demographic brand profile and brand penetration analysis (2011), Cellphone,

Internet, Lifestyle and Media consumption.

The consumer analysis is based on the latest annual consumer survey among a nationally

representative sample of more than 25,000 people - All Media and Products Survey conducted

by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are:

What are the important consumer and market trends that should be included in your business strategy?

Who are the purchasers of Infant Cereals? What are geo-demographic trends (2009-2011) among

purchasers? e.g. age, gender, affluence, life-stage, geographics

How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests

What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines


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REPORT OVERVIEW

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It provides a comprehensive consumer profile of the infant cereal category (minimum category

sample = 1716 consumers), as well as a detailed segmentation by brand, namely: Nestle

Cerelac, Nestle Creamy Pap Maize, Nestle Nestum, Purity Cereals, Purity Creamy Maize,

and Purity Mabele.

An additional brand that forms part of the market trends and geo-demographic trends analysis

of Infant Cereal consumers is Pronutro Toddlers.

It examines in detail the demographics, lifestyle, media consumption and cellphone and

Internet usage of the infant cereal category by brand, making it a vital reference report for

anyone wanting to understand this segment of the market.

Why purchase this market research report?

The report focuses on consumer-based intelligence – the most valuable brand asset

Provides a comprehensive analysis of the “big picture” with local consumer/market trends

75 page report with 70+ charts, graphs, tables

Salient points and key insights are highlighted and summarised in comment boxes on each page


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75 page report filled with >100 detailed charts, graphs, tables and insights

SCREENSHOTS FROM REPORT


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SAMPLE FROM REPORT CONSUMER TREND: 2009-2011: AGE

In 2011, 26% of infant cereal users (purchasers) were 30-39 years old, a slight decline from 28% in 2009. Interestingly, the proportion

of 50+ year old users had increased from 11% in 2009 to 17% in 2011.

The percentage of 25-29 year-old consumers (purchasers) had declined from 23% (0.6 million) in 2009 to 19% (0.5 million) in 2011.

15 – 19 Years 20 – 24 Years 25 – 29 Years 30 – 39 Years 40 – 49 Years 50 – 59 Years 60+ Years

2009 209 586 400 902 602 728 754 923 387 598 200 774 104 877

2010 251 715 569 799 634 418 838 757 378 809 256 466 214 312

2011 227 519 524 404 598 969 805 674 387 380 319 382 222 306

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2011

8% 8% 7%

15% 18% 17%

23% 20% 19%

28% 27% 26%

14% 12% 12%

7% 8% 10%

4% 7% 7%

Age group profile of infant cereal users (purchasers): 2009-2011

60+ Years

50-59 Years

40-49 Years

30-39 Years

25-29 Years

20-24 Years

15-19 Years

Source: AMPS 2009B-2011A (Personally bought infant cereal in the past 4 weeks)

Sample Size: 1 589 (2009), 1 712 (2010); 1 716 (2011)

Based on weighted numbers


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Year Light (1:2) Medium (3:5) Heavy (6+) Total

2009 1 409 914 886 000 381 318 2 677 232

2010 1 617 629 1 059 198 482 239 3 159 067

2011 1 473 114 1 146 884 480 357 3 100 354

SAMPLE FROM REPORT INFANT CEREAL USAGE TRENDS: 2009-2011

Between 2009 and 2011, the proportion of consumers who were classified as “Light” consumers of infant cereal (personally bought 1-

2 units of infant cereal in the past 4 weeks) had dropped from 53% (1.4 million) to 48% (1.5 million).

In contrast, the number of infant cereal consumers who were classified as “Medium” consumers (personally bought 3-5 units of infant

cereal in the past 4 weeks) had increased by 4% to 1.1 million users.

53% 51%

48%

33% 34% 37%

14% 15% 15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

2009 2010 2011

Infant cereal consumption trends: 2009-2011

Light Medium Heavy

Source: AMPS 2009B-2011A (Personally bought infant cereal in the past 4 weeks)

Sample Size: 1 589 (2009), 1 712 (2010); 1 716 (2011)

See previous page for sample details.


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SAMPLE FROM REPORT BRAND PROFILE: LIFESTAGE

Purity Mabele had the highest proportion of Single Parent Families (37%) among their most often users but had the lowest proportion

of Young Families (28%) compared to the other brands.

Source: AMPS 2011A (Adults 15+ years)

Sample Size: 1 716 (Total infant cereal users - bought most often)

Based on unweighted numbers, see beginning of section for brand sample sizes

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Grand total NestleCerelac

NestleCreamy Pap

Maize

NestleNestum

PurityCereals

PurityCreamyMaize

PurityMabele

11% 10% 13% 11% 10% 9% 12%

8% 8% 9%

8% 6% 9% 8%

7% 6%

12% 6%

7% 8% 5%

5% 6%

4%

3% 2%

6% 5% 4% 3%

4%

3% 5%

4% 2%

37% 41% 30%

35% 46% 32%

28%

27% 23% 27% 31%

21% 30%

37%

3% 3% 1% 3% 3% 2% 2%

Brand profile of infant cereal bought most often by lifestage

Mature Family

Single Parent Family

Young Family

Mature Couples

Young Couples

Mature Single

Young Independent Singles

At Home Singles


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Search (17%) was the most popular Internet activity among all infant cereal consumers across selected brands, followed by Email

(15%) and social networking (12%).

0%

5%

10%

15%

20%

25%

Top 10 Internet activities by infant cereal brands

Total

Nestle Jars

Nestle Baby Delight

Nestle Baby Menu

Purity Bottled JarredFoods

Purity BoxedMeals/Desserts

Purity Juices

Source: AMPS 2011A (Adults 15+ years)

Sample Size: 1 716 (Users of infant cereal product)

Based on unweighted numbers, see beginning of section for brand sample sizes.

SAMPLE FROM REPORT TOP 10 INTERNET ACTIVITIES

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