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The impact COVID-19 had on health and wellness in 2020 was quite limited when compared with other industries in South Africa. One reason for this is because consumers interested in health and wellness typically earn a higher-than-average income and are thus more resilient to social and economic changes. Furthermore, some of these higher-income consumers invested more into health and wellness during the pandemic as fear of contracting COVID-19 led them to consider the food and drink they consumed...
Euromonitor International's Health and Wellness in South Africa report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesBETTER FOR YOU BEVERAGES IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Continued slowed growth for category despite stockpiling and interest in larger packaging formats
BFY reduced sugar soft drinks benefits from increased interest in health as well as the recently introduced sugar tax
Coca-Cola South Africa continues to strongly lead the category with its wide product portfolio and ability to adapt to changing demands
RECOVERY AND OPPORTUNITIES
Good prospects for better for you beverages as consumers continue to reduce their sugar intake
Some room for player movement with competition from private label and smaller brands; expected entry from naturally healthy players
High prices to remain barrier to higher sales in BFY reduced caffeine beverages
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025FORTIFIED/FUNCTIONAL BEVERAGES IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Strong shift from on-trade to home consumption as working from home encourages off-trade sales
Economic impact of pandemic leads to offers of price promotions and special deals
Coca-Cola continues to lead in increasingly fragmented landscape
RECOVERY AND OPPORTUNITIES
FF energy drinks holds potential for future growth, attracting new entrants
E-commerce set for strong growth due to convenience of channel
Harsh economic conditions to lead consumers to opt for private label and economy brands
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025NATURALLY HEALTHY BEVERAGES IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Stable demand for NH bottled water driven by mistrust in local water supplies and warm weather
Superfruit juice proves immune to concerns over sugar but higher prices constrain demand
High value sales for players within NH other tea due to rising prices of rooibos
RECOVERY AND OPPORTUNITIES
Price promotions and value-added products set to drive category growth
Strong growth expected for e-commerce with retailers set to improve their online presence and distribution methods
NH RTD green tea set for dynamic performance in line with health and convenience trends
CATEGORY DATA
Table 33 Sales of NH Beverages by Category: Value 2015-2020 Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 37 Distribution of NH Beverages by Format: % Value 2015-2020 Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025ORGANIC BEVERAGES IN SOUTH AFRICA
2020 IMPACT
BETTER FOR YOU PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Value for money takes priority over health during harsh economic climate
Sugar free gum sees boost as consumers use when wearing masks
Limited disruption issues and lack of stockpiling ensures consistent supply; private label continues strong performance
RECOVERY AND OPPORTUNITIES
BFY to struggle as poor economic forecast will lead to price being the priority
Major players set for further pressure to reduce sugar and salt content
Innovations expected in fortification rather than better for you with the exception of BFY reduced sugar packaged food
CATEGORY DATA
Table 40 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 41 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 42 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 43 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 44 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 45 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 46 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025FREE FROM IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Free from lactose continues to benefit from large proportion of intolerant consumers
Growing demand for affordable free from meat products as veganism and flexitarianism becomes more popular
Competitive landscape intensifies with pressure from new players and private label
RECOVERY AND OPPORTUNITIES
Limited growth for most free from categories due to relative expensive of products
Free from lactose dairy to continue benefitting from intolerances and increasing consumer awareness
Free from meat to face competition from canned beans and pulses as consumers seek cheaper alternatives
CATEGORY DATA
Table 47 Sales of Free From by Category: Value 2015-2020 Table 48 Sales of Free From by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Free From: % Value 2016-2020 Table 50 LBN Brand Shares of Free From: % Value 2017-2020 Table 51 Distribution of Free From by Format: % Value 2015-2020 Table 52 Forecast Sales of Free From by Category: Value 2020-2025 Table 53 Forecast Sales of Free From by Category: % Value Growth 2020-2025FORTIFIED/FUNCTIONAL PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Category continues to benefit from widespread acceptance and demand
Several new product developments with NutriDay promoting zinc via use of images to get around health and wellness legislation
Educational campaign from Morvite successfully contributes to strong performance
RECOVERY AND OPPORTUNITIES
Demand to continue as consumers seek fortified food to supplement their diet
Affordability to remain key driver of purchases
Further food package label updates expected to highlight health benefits
CATEGORY DATA
Table 54 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 55 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 56 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 57 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 58 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 59 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 60 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 61 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 62 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 63 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025NATURALLY HEALTHY PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Boosted category sales as more consumers turn to NH packaged food to improve their diet and overall health
Moderate increase for NH olive oil as private label makes it more affordable
NH versions of staple food experience boost as home cooking increases
RECOVERY AND OPPORTUNITIES
Popularity of category to depend upon affordability
NH high fibre breakfast cereals to continue to grow despite maturity of category
Continuing cooking from home trend to boost category growth
CATEGORY DATA
Table 65 Sales of NH Beverages by Category: Value 2015-2020 Table 66 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 68 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 69 Distribution of NH Beverages by Format: % Value 2015-2020 Table 70 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 71 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025ORGANIC PACKAGED FOOD IN SOUTH AFRICA
KEY DATA FINDINGS
2020 IMPACT
Organic remains niche despite widening availability
Organic baby food categories see moderate growth as parents increasingly seek healthier and safer food for their children
Strong growth for organic rice and organic pasta in line with home cooking trend
RECOVERY AND OPPORTUNITIES
Expense of organic packaged food to remain deterrent for many consumers
Health and wellness promotion set to focus on fortified over organic, leading to reduced awareness and appeal
Category expected to remain nice despite possible uptake from higher-income consumers
CATEGORY DATA
Table 72 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 73 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 74 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 76 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025