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SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT PUBLISHED: MARCH 2020

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Page 1: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT

PUBLISHED: MARCH 2020

Page 2: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

COMPANY OVERVIEW

We offer B2B market research solutions to help you to

successfully improve or expand your business, enter new

markets, launch new products or better understand your

internal and external environment.

We believe in the advantage market research gives business leaders to fully understand their industry,

facilitate business strategy, improve company performance, and drive company growth.

Insight Survey is a boutique South African market

research agency with over 10 years of experience,

specialising in Business-to-Business (B2B) and Industry

research to ensure smarter, more-profitable business

decisions are made with reduced investment risk.

COMPANY OVERVIEW

2020 | 2

Page 3: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

Our bespoke Industry and Market Intelligence can help give the edge in a global marketplace, empowering your

business to overcome industry challenges quickly and effectively, and enabling you to realise your potential

and achieve your vision. From strategic overviews of your business’s competitive environment through to

specific competitor profiles, our customised Intelligence is designed to meet your unique needs.

QUESTIONS WE HELP ANSWER

o What is the current and future market size?

o What are the latest global and local trends impacting

on the market?

o Who are your key competitors and what is their

offering in terms of products, services, pricing and

branding?

OUR RESEARCH SOLUTIONS

Competitor pricing research

Store visits and store checks

Competitor interviews

Customer interviews

Company website analysis

Governmental held records

INDUSTRY & COMPETITOR INTELLIGENCE

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Page 4: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

2020 | 4

FOOD AND BEVERAGES INDUSTRY REPORT CLIENTS

We are a proudly South

African company that have

provided market research

solutions and Intelligence

reports to local and global

brands. We have worked with

some of the greatest

companies and brands in

their industries.

Page 5: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

and global Juice industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from manufacturing to

retailing, market size trends, industry trends, industry drivers and challenges, and pricing analysis.

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

For the Global Juice Industry Section:

o What are the current market dynamics of the Global Juice industry?

o What are the key markets within the Global Juice industry?

o What are the Global Juice industry trends, drivers, and challenges?

For the South African Juice Industry Section:

o What are the current market dynamics (market size, market value, market volumes): 2014-2019 Actual, 2020-2024 Forecasts?

o What are the South African Juice industry trends, drivers and challenges?

For the South African Juice Manufacturer & Distributor Section:

o Who are the key manufacturing players in the South African Juice industry?

For the South African Juice Retail and Pricing Analysis Section:

o Who are the key retail players (supermarkets and independent retailers) in the South African Juice industry?

o What are the prices of popular Juice brands across South African retail outlets?

2020 | 5

REPORT OVERVIEW

Page 6: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

109-page report filled with detailed charts, graphs, and insights

2020 | 6

SCREENSHOTS FROM REPORT

Page 7: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

Globally, the Juice market reached a total volume of 60.6

billion litres in 2019. The Juice market, which includes fruit

and vegetable Juices, is projected to reach 70.8 billion litres

by 2025, growing at an estimated compound annual growth

rate (CAGR) of 3.17%.

o Growth in the global Juice market is increasing at the expense of soft

drinks such as colas. Consumers are increasingly shifting away from

carbonated soft drinks, towards natural Juice products, as a result of the

typically higher sugar content, artificial colouring, flavouring, preservatives,

phosphoric acid, caffeine, and artificial sweeteners contained in

carbonated soft drinks.

o Moreover, there has been an increasing shift in consumer lifestyles

towards healthier food and beverage products and consumers are

increasingly demanding healthy and nutritional sources.

o The health benefits, combined with an inherently refreshing taste, as well

as the longer shelf-life of Juice when compared to other beverages,

makes Juice one of the most widely consumed beverages globally.

o In terms of segmentation, the global Juice market is segmented based on

concentration (product type) and flavour.

o In terms of concentration, the global Juice market is segmented into 100%

Juice, 25-99% Juice, and less than 25% Juice. The 100% Juice is the

fastest growing of the global market, due to consumer preferences for

natural fruit ingredients for Juice.

o With regards to flavour, the market is segmented into fruits, vegetable,

and mixed. Fruits are divided into mango, apple, guava, pomegranate,

grape, orange, lemon, pineapple, and others. Orange Juice continues to

be the most preferred juice, making up 30% of global demand. Vegetables

are divided into carrot, beetroot, tomato, pumpkin and others.

2020 | 7Sources: Imarc; ReportLinker; MordorIntelligence; Imarc2; Euromonitor; MDF; Globenewswire; FlatIcon

SAMPLE FROM REPORTGLOBAL JUICE INDUSTRY: GLOBAL INDUSTRY OVERVIEW

60.6

70.8

0

10

20

30

40

50

60

70

80

2019 2025

VALUE OF THE GLOBAL JUICE DRINKS MARKET: 2019 & 2025* (IN BILLION LITRES)

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Celery Juice Continues to Trend

o Since 2019, celery Juice has been trending in the global Juice market and

has also recently gained prominence in the South African market, with

various industry players embracing the trend locally through

endorsements and new product offerings.

o Celery Juice has been described as a miracle product that promotes

overall wellness and has the ability to treat multiple ailments. These health

benefits have further been promoted by various celebrities, such as Kim

Kardashian, Selma Blair, and Pharrell Williams, amongst others.

o In addition to celebrities endorsing the health benefits of celery Juice, the

#celeryjuice tagline has been trending on social media such as Instagram,

with young wellness strivers posting selfies with their green celery Juice

drinks.

o As a result of the health benefits, celery Juice appeals to a variety of

consumers seeking health and wellness products to help lower

cholesterol, blood pressure, anti-inflammatory, and antioxidant properties.

o In South Africa, the celery Juice trend has gained prominence with various

market players offering celery Juice as one of their products and including

the ingredient in their existing Juices. Examples of companies offering

Juice containing celery includes, Wild Organic Foods, One-Juice, and

Juiced Co, amongst others.

o Additionally, industry players are also selling Juice pressing machines and

providing their customers with recipes to make their own celery Juice at

home.

o Moreover, the popularity of celery Juice has expanded to other industries

with the promotion of the consumption of the beverage through slogans

on branded t-shirts.

o The popularity of celery Juice is set to continue to trend during 2020 in

South Africa with industry players offering the Juice to their customers

along with industry players promoting the popularity of this Juice by

branded merchandise.

2020 | 8Source: Feastingathome; Vanityfair; WildOrganics; Wantitall; Kuvings; OJ; OJ2; Jco; Image

SAMPLE FROM REPORTSA JUICE INDUSTRY: SA INDUSTRY TRENDS

Page 9: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

JUICE BRANDS/PRODUCTS:

o Clover Dewlands

o Clover Duo

o Clover Krush

o Clover Quali Juice

o Clover Quali Nectar

o Clover Tropika

Established in 1898, Clover SA was initially a butter

manufacturer but has since diversified its product range to

become one of South Africa’s leading food and beverage

companies.

o The company’s vision is to be a major player in the food and beverage

market within South Africa as well as to have an active presence in

several other African countries.

o In 2019, Clover SA was acquired by Israeli beverage company, Central

Bottling Company, however, brands and products will continue to be

manufactured under the Clover name.

o Clover SA has several South African manufacturing sites located in Cape

Town, Johannesburg, Bloemfontein, Port Elizabeth, East London,

Polokwane, Nelspruit, and Durban. The Clover Group also has a

manufacturing presence in Botswana.

o Moreover, distribution centres have also been established in Namibia,

Lesotho, and Mozambique. Clover products are also exported to Central

and sub-Saharan African countries such as Angola, Zimbabwe, Zambia,

and Tanzania, amongst others.

o The group’s divisions includes Beverages, Dairy, Functional Drinks,

Groceries, Dessert, Lactose Free, Soy, Toddler, Yogurt, and Yogurt Based

Dairy Snacks.

o Clover’s Juice product portfolio includes Clover Dewlands, Clover Duo,

Clover Krush, Clover Quali Nectar, Clover Tropika, and Quali Juice.

2020 | 9Source: CloverOverview; CloverFootprint; CloverDivisions; CloverAcquisition

SAMPLE FROM REPORTSA JUICE MANUFACTURERS & DISTRIBUTORS: CLOVER SA

Page 10: SOUTH AFRICAN JUICE INDUSTRY LANDSCAPE REPORT · The South African Juice Industry Landscape Report (109 pages) provides a dynamic synthesis of industry research, examining the local

2020 | 10Source: 100%; DairyB; Lemon; Nectar; NectarLite; Rugani; Image

BRAND/PRODUCT IMAGE DESCRIPTION

Henties 100% Juice

A 100% fruit Juice blend that is available in a variety of flavours including orange, apple, 7 fruits, tropical, and

mixed berry. The brand/product range is available in pack sizes of 250ml, 350ml, 500ml, 1.5 litre, 2 litre, and 3 litre

plastic bottles, while select flavours are also available in 5 litre plastic bottles.

Henties Dairy BlendA flavoured dairy fruit Juice blend that is available in four flavours, namely, peach, orange, tropical, and pineapple.

The brand/product range is available in pack sizes of 2 litre plastic bottles.

Henties Lemon Juice A lemon Juice product made from 100% pure lemon and is available in pack sizes of 350ml plastic bottles.

Henties NectarA Juice nectar range available in 40% mango, 40% mango orange, 50% cranberry, and 20% guava. The

brand/product range is available in 250ml, 350ml, 500ml, 1.5 litre, 2 litre, and 3 litre pack sizes.

Henties Nectar Lite

A nectar range that offers a reduced sugar content and is available in flavours such as orange, mango, mango

orange, apple, guava, and medley of fruit. The brand/product range is available in pack sizes of 250ml, 350ml,

2 litre, and 3 litre bottles.

Rugani 100% Juice

A 100% fruit and vegetable Juice that is available in flavours such as beetroot, carrot, carrot and pineapple, ginger

infused carrot, and pineapple and tomato. The brand/product range is available in pack sizes of 500ml carton

boxes, with selected flavours also being available in 750ml carton boxes.

SAMPLE FROM REPORTSA JUICE MANUFACTURERS & DISTRIBUTORS: HENTIES

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BRAND AND SIZE

Ceres 100%

Fruit Juice

200mlx6 R42.99 N/A R39.99 R36.95 R42.99 R42.99 R39.99

1 litre R23.99 R23.99 R22.99 R19.95 R24.99 R23.99 R24.99

Ceres Fruit &

Water Swirl

200mlx6 R46.99 N/A N/A R36.95 N/A R42.99 R39.99

1 litre R24.99 R21.99 N/A N/A N/A N/A N/A

Clover Krush

Fresh

500ml R14.99 R16.99 R15.99 R12.95 R14.99 R14.99 R15.49

1.5 litreR29.99

(Special)R31.99 R29.99 R26.95 R23.99 R29.99 R30.45

Clover Duo 1 litre R21.99 N/A R21.99 N/A R20.49 N/A R21.99

2020 | 11

SAMPLE FROM REPORTJUICE PRICING ANALYSIS

This pricing analysis was conducted at retail stores and supermarkets during w/c 17 February 2020.

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2020 | 12

TABLE OF CONTENTS

EXECUTIVE SUMMARY (3 Pages)

Global Industry Snapshot

South African Industry Snapshot

Industry Drivers and Challenges

1. GLOBAL JUICE INDUSTRY (20 Pages)

1.1 Global Industry Overview: VALUE OF THE GLOBAL JUICE DRINKS MARKET: 2019 & 2025* (IN BILLION LITRES) (Graph)

1.2 Global Industry Market Environment

1.3 Global Industry Production: TOP 5 ORANGE JUICE PRODUCING COUNTRIES: 2018/2019, JANUARY 2019/2020 (THOUSAND METRIC TONNES) (Graph)

1.4 Global Industry Imports: VALUE OF GLOBAL HS2009† CATEGORY IMPORTS: 2015-2018* (IN US$ MILLION); TOP 6 HS2009† CATEGORY IMPORTING

COUNTRIES: 2018* (IN US$ MILLION) (Graphs)

1.5 Global Industry Exports: VALUE OF GLOBAL HS2009† CATEGORY EXPORTS: 2015-2018* (IN US$ MILLION); TOP 6 HS2009† CATEGORY EXPORTING

COUNTRIES: 2018* (IN US$ MILLION) (Graphs)

1.6 Global Key Markets: Regional Overview: GLOBAL JUICE OFF-TRADE RETAIL SALES, BY REGION: 2019 (IN MILLION LITRES) (Graph)

1.7 Global Key Markets: Asia-Pacific

1.8 Global Key Markets: Europe

1.9 Global Key Markets: North America: ORANGE JUICE PRODUCTION IN THE US: 2019-2023 (IN THOUSAND METRIC TONNES AT 65 °BX) (Graph)

1.10 Global Key Markets: Latin America: LEADING ORANGE JUICE PRODUCERS WORLDWIDE: 2018/2019 (IN THOUSAND METRIC TONNES) (Graph)

1.11 Global Key Markets: Middle East and Africa

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1. GLOBAL JUICE INDUSTRY (CONTINUED) (20 Pages)

1.12 Global Industry Trends

1.13 Global Industry Innovation and Technology

1.14 Global Industry Drivers

1.15 Global Industry Challenges

2020 | 13

TABLE OF CONTENTS

2. SOUTH AFRICAN JUICE INDUSTRY (25 Pages)

2.1 South African Industry Overview

2.2 South African Market Environment

2.3 South African Industry Trade: SA FRUIT JUICE IMPORTS: 2015-2019* (IN ZAR BILLION); SA FRUIT JUICE EXPORTS: 2015-2019* (IN ZAR

BILLION) (Graphs)

2.4 South African Industry Market: South African Juice Market Definitions

2.5 South African Industry Market: South African Juice Distribution Channel Definitions

2.6 South African Industry Market Size: Juice Market (2014-2019): VALUE OF SA JUICE MARKET: 2014-2019 (IN ZAR BILLION); SA JUICE MARKET

CAGR AND TOTAL GROWTH (IN PERCENTAGE) (Graph and Table)

2.7 South African Industry Market Size: Juice Market (2014-2019: By Category): VALUE OF SA JUICE MARKET BY CATEGORY: 2014-2019 (IN ZAR MILLION)

(Graph)

2.8 South African Industry Market Size: 100% Juice Market (2014-2019: By Category): VALUE OF SA 100% JUICE MARKET BY CATEGORY: 2014-2019 (IN ZAR

BILLION) (Graph)

2.9 South African Industry Market Size Forecast: Juice Market (2020*-2024*): VALUE OF SA JUICE MARKET: 2019 & 2024* (IN ZAR BILLION); SA JUICE

MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Graph and Table)

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2. SOUTH AFRICAN JUICE INDUSTRY (CONTINUED) (25 Pages)

2.10 South African Industry Market Volumes: Juice Market (2014-2024*): RETAIL VOLUME OF SA JUICE MARKET (2014-2024*) (Table)

2.11 South African Industry Market Distribution: Juice Market: CHANNEL DISTRIBUTION FOR JUICE PRODUCTS: 2019 (IN PERCENTAGE); CHANNEL

DISTRIBUTION (2014 AND 2019) BY OUTLET TYPE (Graph and Table)

2.12 South African Industry Trends

2.13 South African Innovation and Technology

2.14 South African Industry Drivers

2.15 South African Industry Challenges

2020 | 14

TABLE OF CONTENTS

3. SOUTH AFRICAN JUICE MANUFACTURER & DISTRIBUTOR OVERVIEW (26 Pages)

3.1 Clover SA: Overview

3.2 Clover SA: Juice Brands/Products

3.3 Coca-Cola Company: Overview & Juice Brands/Products

3.4 Darling Romery: Overview

3.5 Darling Romery: Juice Brands/Products

3.6 Dewfresh: Overview & Juice Brands/Products

3.7 Elvin: Overview & Juice Brands/Products

3.8 Fair Cape Dairies: Overview & Juice Brands/Products

3.9 Henties: Overview

3.10 Henties: Juice Brands/Products

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3. SOUTH AFRICAN JUICE MANUFACTURER & DISTRIBUTOR OVERVIEW (CONTNUED) (26 PAGES)

3.11 H2COCO: Overview & Juice Brands/Products

3.12 Lactalis South Africa: Overview

3.13 Lactalis South Africa: Juice Brands/Products

3.14 Pioneer Foods: Overview

3.15 Pioneer Foods: Juice Brands/Products

3.16 Rhodes Food Group: Overview

3.17 Rhodes Food Group: Juice Brands/Products

3.18 Sir Fruit: Overview

3.19 Sir Fruit: Juice Brands/Products

3.20 The Beverage Company: Overview & Juice Brands/Products

3.21 Tiger Brands: Overview

3.22 Tiger Brands: Juice Brands/Products

3.23 South African Manufacturers & Distributors: Other

2020 | 15

TABLE OF CONTENTS

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2020 | 16

TABLE OF CONTENTS

4. SOUTH AFRICAN JUICE RETAIL & PRICING ANALYSIS (20 Pages)

4.1 SOUTH AFRICAN JUICE RETAIL OVERVIEW

4.1.1 SOUTH AFRICAN JUICE SUPERMARKET OVERVIEW (8 Pages)

4.1.1.1 South African Retail Overview

4.1.1.2 Checkers: Overview

4.1.1.3 Food Lover’s Market: Overview

4.1.1.4 Massmart: Overview

4.1.1.5 Pick n Pay: Overview

4.1.1.6 Shoprite: Overview

4.1.1.7 SPAR: Overview

4.1.1.8 Woolworths: Overview

4.1.2 SOUTH AFRICAN JUICE INDEPENDENT RETAILERS (4 Pages)

4.1.2.1 Boost Juice Bars: Overview

4.1.2.2 Kauai: Overview

4.1.2.3 Independent Juice Bars: Other (Table)

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4. SOUTH AFRICAN JUICE RETAIL AND PRICING ANALYSIS (CONTINUED) (20 Pages)

4.2 SOUTH AFRICAN JUICE PRICING ANALYSIS (8 Pages)

4.2.1 Pricing Analysis - All Gold Tomato Juice, Brookes Tru-Lem Lemon Juice, Cappy, Capri-Sun, Ceres 100% Fruit Juice, Ceres Fruit & Water Swirl, Clover Krush

Fresh, Clover Duo, Darling 100% Juic’d, Fruitree, Fair Cape 100% Fruit Juice, Fair Cape Nectar, Hall’s Tomato Cocktail, Henties 100% Fruit Juice, Henties

Nectar, Henties Nectar Lite, House Brand 100% Fuirt Juice Blend, House Brand Lemon Juice, Liqui-Fruit, Oros Ready-To-Drink, PureJoy 100% Juice, PureJoy

Light, Quali Juice 100% Nectar, Quali 100% Juice, Rhodes 100% Fruit Juice, Rhodes Squish, Safari Prune Juice, Sir Fruit Juice, Sir Fruit Cold Pressed Juice, Sir

Fruit Health Shot,Tropika Fresh, Tropika Long Life – Comparative Pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite, and

SPAR.

2020 | 17

TABLE OF CONTENTS

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2020 | 18

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2020 | 19

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