Staple foods in 2024: The big picture
Retail volume sales of staple foods in South Africa are gradually rising in 2024, as an increasing number of local consumers find themselves in a better financial position compared to the previous year due to factors such as lower food inflation and decreased interest rates. The outcome of the South African national election also boosted the positive outlook, which saw the formation of the Government of National Unity (GNU) that aims to grow the local economy and focus on fiscal discipline.
Key trends in 2024
Culture plays a major role in South African cooking due to the diverse and dynamic nature of the local population. However, while culture is central to the dishes South African consumers cook at home, social media plays a significant role in providing inspiration for quick and easy meals.
Competitive Landscape
All brands face strong competition from private label in South Africa, with the latter continuing to gain share and record strong growth in 2024. Some local consumers are no longer brand loyal and are looking for products that meet their needs at an affordable price.
Channel developments
There has been a noticeable shift in consumers’ shopping behaviour as a result of the cost of living in South Africa. Local consumers’ preferences are shifting away from a weekly shop to a monthly visit to large supermarkets, hypermarkets or discounters, followed by top-up shopping closer to home within their communities.
What next for staple foods?
The outlook for staple foods in South Africa is one of cautious optimism, given the positive economic outlook and political stability following the local election. However, several challenges, such as food inflation, high unemployment rates and uncertainty over the stability of the power grid, are expected to remain prevalent over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Staple Foods industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Staple Foods in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Staple Foods in South Africa?
- Which are the leading brands in Staple Foods in South Africa?
- How are products distributed in Staple Foods in South Africa?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Staple Foods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in South Africa?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Staple Foods in South Africa
Staple foods in 2024: The big picture
Key trends in 2024
Competitive Landscape
Channel developments
What next for staple foods?
DISCLAIMER
Baked Goods in South Africa
KEY DATA FINDINGS
Intense competition and constrained market environment lead to another year of decline
Health and wellness trend drives up demand for flat bread and fortified options
Gradual shifts in consumers’ purchasing behaviour influences distribution
Affordability expected to remain leading demand driver for bread as volatile global wheat prices persist
Tiger Consumer Brands calls for local partnership to reduce imports and boost local production
Private label set to continue lead innovation within cakes and pastries
Breakfast Cereals in South Africa
KEY DATA FINDINGS
Consumers feel further pressure as food inflation continues to rise
Healthier options dominate new breakfast cereal launches
Rising costs lead to fewer promotions and loss of share
Weak performance expected over the forecast period due to elevated costs
Health and wellness to support interest in fortified breakfast cereals
Updates on food labelling legislation still likely in the future
Processed Fruit and Vegetables in South Africa
KEY DATA FINDINGS
Shelf stable beans enjoys robust growth through retail and foodservice as an affordable source of protein
Affordable options from private label continue to attract price-sensitive consumers
Increased import tariffs remain in place to protect local potato farmers
Consumers set to continue focusing on affordability to stretch household budgets
Home-cooking trend and leftovers culture expected to continue
Brands expected to leverage social media to increase consumer awareness and drive sales
Processed Meat, Seafood and Alternatives To Meat in South Africa
KEY DATA FINDINGS
Shelf stable seafood remains an important protein source in South Africa
Lucky Star maintains strong performance despite temporary factory closure
Rainbow Simply Chicken's innovative products drive solid performance
Shelf stable poultry set to intensify competition over the forecast period
Further growth predicted for meat and seafood substitutes as target audience expands
Updates on food labelling legislation still likely in the future
Rice, Pasta and Noodles in South Africa
KEY DATA FINDINGS
Rice remains popular staple food in South African households due to affordability
Rising costs lead to fewer promotions and lost share
Supermarkets strengthens dominance as distribution channel
Home-cooking trend and leftovers culture expected to remain relevant
Price pressure on rice to potentially ease as India removes ban on exports and source markets report good yields
Brands expected to leverage social media to increase consumer awareness and drive sales
The following categories and subcategories are included:
Staple Foods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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This report originates from Passport, our Staple Foods research and analysis database.
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