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SA ICED TEA INDUSTRY LANDSCAPE REPORT COMPILED: MAY 2017

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Page 1: SA ICED TEA INDUSTRY LANDSCAPE REPORTinsightsurvey.co.za/wp-content/.../05/...Report-Brochure-(22-May-2017).pdf · REPORT OVERVIEW For the Global Iced Tea Industry Section: What are

SA ICED TEA INDUSTRY

LANDSCAPE REPORT

COMPILED: MAY 2017

Page 2: SA ICED TEA INDUSTRY LANDSCAPE REPORTinsightsurvey.co.za/wp-content/.../05/...Report-Brochure-(22-May-2017).pdf · REPORT OVERVIEW For the Global Iced Tea Industry Section: What are

REPORT OVERVIEW

For the Global Iced Tea Industry Section:

What are the current market dynamics of the Iced Tea industry?

What are the Iced Tea industry trends, drivers, and restraints?

For the South African Iced Tea Industry Section:

What are the current market dynamics (market environment, production, distribution) of the SA Iced Tea

industry?

Who are the key manufacturing players in the SA Iced Tea industry?

What are the South African industry trends, drivers and restraints?

For the South African Retail and Pricing Analysis Section:

Who are the key retail players (supermarkets, convenience stores and independents) in the SA Iced Tea

industry?

What are the prices and approximate sugar content of Iced Teas across SA retail outlets?

In terms of South African Consumer Insights and Trends:

What are the statistical consumption trends of Iced Tea in South Africa (2010-2015) and forecasts (2016-

2019)?

What are the statistics regarding the demographic profile for Iced Tea household purchasers: gender, age,

life stages, LSM, home language, province and population?

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

The South African Iced Tea Report (96 pages) provides a dynamic synthesis of industry research,

examining the local and global Iced Tea industry from a uniquely holistic perspective, with detailed insights

into the entire value chain – from manufacturing, retailing and pricing analysis to consumption trends.

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SCREENSHOTS FROM REPORT

96 page report filled with detailed charts, graphs, tables and insights

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Page 4: SA ICED TEA INDUSTRY LANDSCAPE REPORTinsightsurvey.co.za/wp-content/.../05/...Report-Brochure-(22-May-2017).pdf · REPORT OVERVIEW For the Global Iced Tea Industry Section: What are

The Global Beverage market as a whole,

of which the Iced Tea industry forms a

part, is largely fragmented with new

competitors constantly emerging. With

Aloe Vera and coconut flavoured drinks

providing healthier alternatives, it is

necessary for key companies to remain

focused on innovation.

Globally, consumer tastes are shifting toward

new products. These are being supplied by

competitors popping up all over because it is

becoming easier for small companies to

launch new drinks and get them into the

market.

Iced Tea is proving a popular choice

because it is a convenient and healthier

alternative to traditional sugar laden

beverages.

The graph below presents the market share of the

leading Iced Tea companies worldwide.

Globally, the Ting Hsin International Group

responsible for the Master Kong Iced Tea brand,

was ranked first with a market share of 10.5%,

followed by the JDB Group responsible for the

herbal Iced Tea drink Jia Due Bao, with 7.6%.

Source: Statista; Future market insights; Virginislands Daily News; Drinkwhat Image Source: Pexels

SAMPLE FROM REPORT:GLOBAL INDUSTRY MARKET ENVIRONMENT

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10.5%

7.6%

7.1%

6.8%

6.8%

61.1%

0% 20% 40% 60% 80% 100%

Ting Hsin International Group

JDB Group

Uni-President EnterprisesCorporation

Unilever NV

Coca-Cola Company

Other

Market Share (%)

GLOBAL MARKET SHARE OF ICED TEA

Page 5: SA ICED TEA INDUSTRY LANDSCAPE REPORTinsightsurvey.co.za/wp-content/.../05/...Report-Brochure-(22-May-2017).pdf · REPORT OVERVIEW For the Global Iced Tea Industry Section: What are

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Iced Tea as a Healthy Drink Alternative

Local consumers have become increasingly

conscious of what is in their beverages.

This is due to increased awareness of, and

publicity about, the amount of sugar in soft

drinks due to the proposed sugar tax set to

be imposed on all sugar-sweetened

beverages sometime in 2017.

In response to this, more and more

consumers are turning to perceived healthier

drink alternatives.

A growing trend among local consumers is

viewing Iced Tea as a healthy drink

alternative due to Iced Tea’s antioxidant

content, natural positioning and perceived

lower sugar content in relation to other

carbonated soft drinks.

Decreased or Sugar-free Iced Teas

Globally, high sugar or artificially sweetened drinks

have been losing favour with health conscious

consumers and there has been a global shift

towards sugar-free drinks containing natural

sweeteners such as Stevia.

This has been reflected in the South African market

as well with the emergence of new healthier Iced

Tea offerings, including lowered or sugar-free

alternatives like sugar-free BOS Teas (launched in

May 2016).

Furthermore, Slo-Jo introduced new a range of

sugar-free Iced Teas during 2016 which has proved

to be popular amongst health conscious consumers

(with the favourite flavours being lemon and peach).

Source: Drinkstuff; Adlip Image Source: Previews; Clipartfest; Iml

SAMPLE FROM REPORT:SA INDUSTRY MARKET TRENDS

Page 6: SA ICED TEA INDUSTRY LANDSCAPE REPORTinsightsurvey.co.za/wp-content/.../05/...Report-Brochure-(22-May-2017).pdf · REPORT OVERVIEW For the Global Iced Tea Industry Section: What are

The Clover group produces and

distributes a diverse range of dairy and

consumer products through one of the

largest chilled and most extensive

distribution networks in Southern Africa.

Clover was named as one of South Africa’s

favourite brands during the 2016 Sunday

Times Top Brands Awards.

Clover also claimed top spot in the

Reputation Institute’s study of the most

reputable companies in South Africa during

2016.

2016 was a good year for Clover in other

ways as well: headline earnings increased by

11.7% or R37.3 million to R356.6 million.

Headline earnings per share improved by

8.9% (15.3 cents), or 2.8% less than headline

earnings due to equity share appreciation

rights settled during the year.

The contribution to overall margin on material

(MOM) of non-alcoholic beverages,

fermented products and desserts, and other

value-add products, increased from 35% in

the 2014/15 financial year to 40% during

2016. 6

✓ Manhattan Black Ice Tea (Blackcurrant,

Lemon, Lemon Lite, Peach, Peach Lite,

Pineapple)

✓ Manhattan Green Ice Tea (Apple Mint, Kiwi

Pear Lite and Ruby Grapefruit and

Strawberry)

✓ Manhattan White Ice Tea Exotic Fruit

✓ Nestea (Berry, Lemon and Peach)

Clover Iced Tea Brands/ Products:

Source: Clover; Clover Integrated Annual Report 2016 Image Source: Clover

SAMPLE FROM REPORT:SA MANUFACTURER OVERVIEW: CLOVER

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BRAND AND SIZE

BOS

330ml R 11.99 R 11.99 N/A R 11.99 N/A N/A N/A N/A N/A

500ml R 14.99 N/A N/A N/A N/A N/A N/A N/A N/A

1L R 17.99 R 16.99 N/A R 21.95 N/A N/A R 18.17 R 21.99 R 21.99

Elgin Dew

350ml N/A N/A N/A N/A N/A N/A N/A R 8.99 R 8.99

500ml R 12.99 N/A N/A N/A N/A N/A N/A N/A N/A

1.5L R 23.99 N/A N/A N/A N/A N/A N/A R 23.99 R 21.99

FUZE Tea

330ml N/A R 9.99 N/A N/A N/A N/A R 8.21 R 9.50 N/A

500ml R 11.99 R 10.99 R 11.99 N/A R 11.90 N/A R 8.75 R 10.00 R 11.99

1.5L R 22.99 R 22.49 R 22.99 N/A N/A N/A R 19.00 R 21.00 R 23.99

House

Brands

330ml N/A N/A N/A R 8.99 N/A N/A N/A N/A N/A

500ml N/A N/A N/A R15.95 N/A N/A N/A N/A N/A

1.5L N/A N/A N/A R 31.95 N/A N/A N/A N/A N/A

Lipton

330ml R 9.99 R 10.89 R 9.99 R 9.95 N/A N/A R 8.12 R 9.99 N/A

500ml R 11.99 R 12.49 R 11.99 N/A R 15.90 R 12.50 R 10.25 R 10.99 R 12.99

1.5L R 22.99 R 21.99 R 22.99 N/A N/A N/A R 16.67 R 18.99 R 21.99

This pricing analysis was conducted at retail stores and supermarkets during w/c 1 May 2017. 7

SAMPLE FROM REPORT: PRICING ANALYSIS: ICED TEA

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Among Iced Tea consumers in 2015, the highest percentage (27%) were aged between 15-24 as well as 25-34 years,

whereas the lowest percentage of Iced Tea consumers (21%) were aged 50 and over.

27% 27%24%

21%

0%

10%

20%

30%

40%

50%

15-24 25-34 35-49 50 and over

TOTAL ICED TEA CONSUMPTION:AGE (2015)

Source: AMPS 2015

Sample Size: 4 303

SAMPLE FROM REPORT:ICED TEA: AGE PROFILE

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TABLE OF CONTENTS

1. Executive Summary (4 pages):

1.1 Global Industry Snapshot

1.2 South African Industry Snapshot

1.3 Industry Drivers and Restraints

1.4 South African Consumer Snapshot

2. Global Iced Tea Industry (15 pages):

2.1 Global Iced Tea Industry Consumption

2.2 Global Iced Tea Market Environment: GLOBAL MARKET SHARE OF ICED TEA, BY COMPANY (Graph)

2.2 Global Tea Industry Production: GLOBAL ANNUAL TEA PRODUCTION IN LEADING TEA PRODUCING COUNTRIES: 2015/2016 (Graph)

2.4 Global Tea Industry Production: India: TEA PRODUCTION IN INDIA WITH % INCREASE OR DECREASE (2011-2016); INDIA’S TEA PRODUCTION (IN MILLION

KG): 2011-2016 (Table and Graph)

2.5 Global Tea Industry Trade: TOP GLOBAL TEA IMPORTS BY COUNTRY IN US$: 2016 (Table)

2.6 Global Tea Industry Price: WORLD BANK COMMODITIES PRICE DATA FOR ANNUAL TEA AVERAGES (IN US$ PER KG) (Graph)

2.7 Key Global Iced Tea Markets: Regional: GLOBAL ICED TEA VOLUME SHARE BY REGION (Graph)

2.8 Key Global Iced Tea Markets: Asia-Pacific

2.9 Key Global Iced Tea Markets: North America

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TABLE OF CONTENTS

2. Global Iced Tea Industry continued (15 pages):

2.10 Key Global Iced Tea Markets: Europe

2.11 Global Iced Tea Industry Market Trends

2.12 Global Iced Tea Industry Market Drivers

2.13 Global Iced Tea Industry Market Restraints

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TABLE OF CONTENTS

3. South African Iced Tea Industry (27 pages):

3.1 South African Iced Tea Industry Overview (10 pages)

3.1.1 South African Iced Tea Industry Overview

3.1.2 South African Iced Tea Industry Market Environment

3.1.3 South African Tea Industry Production: General, Black Tea and Honeybush Tea

3.1.4 South African Tea Industry Production: Rooibos: SOUTH AFRICAN ROOIBOS PRODUCTION: 2006-2016 (IN TONNES) (Graph)

3.1.5 South African Iced Tea Industry Distribution: ICED TEA CHANNEL DISTRIBUTION; ICED TEA REGIONAL DISTRIBUTION (Graphs)

3.1.6 South African Iced Tea Market Trends

3.1.7 South African Iced Tea Market Drivers

3.1.8 South African Iced Tea Market Restraints

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3.2 South African Iced Tea Manufacturer Overview (17 pages)

3.2.1 SA Iced Tea Manufacturers: BOS: Overview

3.2.2 SA Iced Tea Manufacturers: BOS: Brands

3.2.3 SA Iced Tea Manufacturers: Clover: Overview: CLOVER ICED TEA BRANDS MARKET SHARE: 2014-2016 (Graph)

3.2.4 SA Iced Tea Manufacturers: Clover: Brands

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TABLE OF CONTENTS

3. South African Iced Tea Industry Continued (27 pages):

3.2 South African Iced Tea Manufacturing Overview Continued (17 pages)

3.2.5 SA Iced Tea Manufacturers: Coca-Cola SA: Overview

3.2.6 SA Iced Tea Manufacturers: Coca-Cola SA: Brands

3.2.7 SA Iced Tea Manufacturers: Elgin Dew: Overview

3.2.8 SA Iced Tea Manufacturers: Elvin: Overview

3.2.9 SA Iced Tea Manufacturers: My-t-chai: Overview

3.2.10 SA Iced Tea Manufacturers: Pioneer Foods: Overview

3.2.11 SA Iced Tea Manufacturers: Pioneer Foods: Brands

3.2.12 SA Iced Tea Manufacturers: Steepster’s Iced Tea: Overview

3.2.13 SA Iced Tea Manufacturers: Tiger Brands: Overview

3.2.14 SA Iced Tea Manufacturers: Toni Glass Collection: Overview

3.2.15 SA Iced Tea Manufacturers: Woolworths: Overview

3.2.16 SA Iced Tea Manufacturers: Woolworths: Brands

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TABLE OF CONTENTS

4.2 South African Iced Tea Independent Retailers (2 pages)

4.2.1 Independent Iced Tea Bars: The Bubble Tea Company

4.2.2 Independent Iced Tea Bars: Lady Bonin’s Tea Bar

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4. South African Iced Tea Industry Retail Analysis (21 pages):

4.1 South African Iced Tea Retail Overview (14 pages)

4.1.1 SA Retail Overview: BASKET OF GOODS PRICING ANALYSIS: 2016 (Graph)

4.1.2 SA Retailer: Checkers

4.1.3 SA Retailer: Fruit & Veg City

4.1.4 SA Retailer: Massmart

4.1.5 SA Retailer: Pick n Pay: GROUP TURNOVER (R BILLION): 2015-2017 (Graph)

4.1.6 SA Retailer: Shoprite & The Shoprite Group: SALES GROWTH PERCENTAGE FOR THE SIX MONTHS ENDED DECEMBER 2016 (Graph)

4.1.7 SA Retailer: Spar and Spar Southern Africa

4.1.8 SA Retailer: Woolworths: SALES GROWTH PERCENTAGE BY SEGMENT FOR THE 26 WEEKS ENDED 25 DECEMBER 2016; WOOLWORTHS VS MARKET

GROWTH JANUARY 2016 -DECEMBER 2016 (Graphs)

4.1.9 SA Convenience Stores: Engen QuickShop; Shell Select; BP Wild Bean Café; Caltex FreshStop

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TABLE OF CONTENTS

4. South African Iced Tea Industry Retail Analysis Continued (21 pages):

4.3 Iced Tea Sugar Content and Pricing Analysis (5 pages)

(conducted w/c 1 May 2017 and 15 May 2017)

4.3.1 Iced Tea: BOS, BOS Sport, BOS Sugar Free, FUZE Tea, Lipton, Lipton Lite, Manhattan, Manhattan Lite, Oros Iced Tea, Slimsy

Iced Tea, Toni Glass Collection, Toni Glass Collection Lite; Soft Drinks: Appletiser, Coke, Coke Life, Coke Light, Coke Zero,

Fanta, Fanta Zero, Sprite, Sprite Zero; Fruit Juice: Ceres, Fruitree, Krush, Liqui-Fruit, Oros, Oros Lite, PureJoy, PureJoy Light,

Rhodes, Tropika – Sugar Content Comparison Between Major Iced Tea, Soft Drinks and Fruit Juice Brands

4.3.2 Iced Tea: BOS; Elgin Dew; FUZE tea; House Brands; Lipton; Manhattan; Nestea; Oros Iced Tea; Slimsy Iced Tea; Toni Glass

Collection – Comparative Pricing at Checkers, Pick n Pay, Shoprite, Woolworths, Shell Select, Engen QuickShop,

Makro, Spar and Food Lover’s Market

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TABLE OF CONTENTS

5. South African Consumer Trends (13 pages):

5.1 AMPS Survey Methodology and Sample Design

5.2 AMPS Survey Questions Asked

5.3 Iced Tea Consumption Trends: 2011-2015 (Graph & Table)

5.4 Consumer Actual (2011-2015) and Forecast (2016-2019): Iced Tea (Graph)

5.5 Iced Tea Volume Trends: Past 4 Weeks (2011-2015) (Graph & Table)

5.6 Iced Tea Consumption: Gender (2015) (Graph)

5.7 Iced Tea Consumption: Age (2015) (Graph)

5.8 Iced Tea Consumption: Lifestage (2015) (Graph)

5.9 Iced Tea Consumption: LSM 1-10 (2015) (Graph)

5.10 Iced Tea Consumption: Home Language (2015) (Graph)

5.11 Iced Tea Consumption: Province (2015) (Graph)

5.11 Iced Tea Consumption: Population Group (2015) (Graph)

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