South Africa - Republic Of Retail Foods 2010 Annual Retail .
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BYUSDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENTPOLICYRequired Report - public distributionDate: 1/5/2011GAIN Report Number:South Africa - Republic ofRetail Foods2010 Annual Retail Food Sector reportApproved By:Corey PickelsimerPrepared By:Margaret NtloedibeReport Highlights:The report offers U.S. companies interested in exporting consumer-oriented products to South Africaand overview of South Africa's retail food sector, including best products prospects opportunities.
Post:PretoriaExecutive Summary:A growing middle-class and increased tourism drove growth in South Africa‟s retail food sector bynearly five percent in 2009 despite lower than expected economic prospects. Convenience shopping,exemplified by the Woolworth‟s-chain in South Africa, is a growing trend among middle-to highincome consumer. With a population of around 49 million people, South Africa possesses a moderninfrastructure that facilitates relatively efficient distribution of goods to urban centers, townships andrural areas throughout South Africa and Southern Africa. As the tenth largest supplier of food andbeverage products to South Africa, the United States faces strong price competition from European andSoutheast Asian suppliers. However, sauces, condiments, and other consumer-oriented goods havestrong market potential in South Africa given the comparatively limited capacity for food processing incountry.Author Defined:SECTION 1. MARKET SUMMARYSouth Africa, a growing retail market with a population of around 49 million people, possesses amodern infrastructure supporting relatively efficient distribution of goods to urban centers, townshipsand rural areas throughout South Africa and Southern Africa. The South African retail market has beendominated by a few major supermarket chains such as Shoprite, Pick n Pay, Spar and Woolworths, allowned by large South African holding companies.Since the end of apartheid in 1994, South Africa has experienced rapid growth in its retail food sector.Despite the impact of the global recession, South Africa‟s retail sales grew by almost five percent toreach 72 billion in 2009. Of this, food and beverage sales accounted for 7 billion. Conveniencecontinues to drive growth in South African retail sales, as sales at convenience stores grew by 7.3percent to reach 1.4 billion in 2009, food court vendors recorded sales growth of 9 percent to reach 1billion in 2009, and street stalls/kiosks recorded sales growth of 12 percent to reach 0.6 billion. Thegrowing demand for convenience has resulted in the expansion of the supermarket retail sector whichpresents opportunities for U.S. food producers.The South African food and beverage market is becoming increasingly sophisticated and is supplied byboth local and imported products. Retail outlets in South Africa offer the full spectrum of formatsavailable in the United States. The range of retail outlets include convenience drugstores (called cafés),small general-dealers, specialty stores handling a single product line (for example, clothing, electronics,furniture), exclusive boutiques, chain stores (groceries, clothing, toiletries, household goods),department stores, cash and carry wholesale-retail outlets, and co-operative stores serving rural areas.About 90 percent of inventories of consumer-ready products in these stores are domestically sourced. Amajor phenomenon in South Africa has been the evolution of hypermarkets, which sell large quantitiesof almost all consumer goods on a self-serve basis. The hypermarkets, located in suburban shoppingcenters/malls, have put significant pricing pressure on local retailers by purchasing directly frommanufacturers and bypassing the wholesaler, typically with lower margins and higher turnover.
South Africa retail chains utilize their in-house import departments or third party distributors/importersto facilitate the purchase and delivery of imported goods. The U.S. exporters can enter the retail sectorby dealing directly with the chains headquarters who will direct them to their third party importers.It may be necessary to appoint an official after-sales agent for products of a technical nature in SouthAfrica. This may be a company that does not import or market the product in question, but rather,because of its geographical reach, technical abilities and market expertise, acts as the certified serviceagent. Appointing an appropriate after-sales agent is crucial in ensuring that the product develops arespected reputation in the South African market.1.1Retail Trade SalesA table below highlights retail trade sales which rose by 4.9 percent in 2009, with General dealers asthe leading contributor with 8.9 percent. Retail trade sales rose by 6.1 in October 2010 compared toOctober 2009 with the general dealers contributing 4.8 percent. General dealers are non-specializedstores with food, beverages and tobacco predominating.Table 1.South Africa: 2009 and 2010 Retail trade sales according to type of retailer at currentprices (US billion)MonthGeneralDealer2009Food & 78133,980Total28,1336,917Source: Statistics South 302,4332,5032,6942,6492,5352,7272,598Food & Beverage 33,24525,5986,13231,730Retail trends, Consumer tastes and PreferencesThe South African consumer is becoming increasingly health conscious, whereby wellnessfoods, health and convenience continue to be key drivers.There is increased demand for house or private-brand labels as consumers see these products asproviding good value during economic difficulties.Convenience is expected to remain popular with consumers, as supermarkets will increase theamount of ready-to-eat food items offered at their fresh food departments, deli, home meal
replacement, and bakery departments.There is demand for longer store hours or even 24-hour shopping.Environmental awareness and ethical behavior such as recycling, waste reduction and organicfarming and produce are important to South African consumers.Demand for frozen foods will remain strong as consumers lack availability of fresh supplies;particularly for seafood.Increased consumption of dairy products such drinking yoghurt, smoothies and ice cream.Fresh fruit and vegetables, nuts, grains and legumes are increasingly part of the daily diet formiddle to high-income consumers.Food labeling is growing in importance, as consumers want to be informed about what they areeating. (Please see South Africa‟s new draft Consumer Protection Act).Trends show that bottled water either premium, imported, flavored, enhanced and oxygenatedhas achieved success and account for a large portion of the beverage market.Although many South Africans choose products according to price, consumers in townshipsoften demonstrate contradictory demands and characteristics. For example, spazas and otherinformal shops tend to only supply leading brand items because their customers demonstratestrong brand loyalty. Adding to this trend is the fact that the black population‟s buying power isincreasing. Product attributes that may help a product succeed in township markets are lowerprice, single service package sizes, and shelf-stable products that do not require refrigeration.Supermarket retail chains continue to convert or revamp their less successful store brands to amore targeted consumer base in order to boost sales.Supermarket chains buying back their franchised outlets to improve quality control.1.3Import and Export Trade DataImports: The January - October 2010 imports from the United States totaled 159 million forconsumer-oriented products, an increase of 16 percent. The increase is attributable by increase in 23percent of food preparations (210690) and the competitiveness of American suppliers. Consumeroriented products such as processed fruit & vegetables ( 8 million), and fresh vegetables ( 1 million)garnered the highest import levels in 2009. Other high value products showing consistent growth overthe last five years are food preparations (200690), almonds (080212), salmon (160411), sauces andcondiments (210390). Of importance, is the sale of U.S. export of fresh apples to South Africa in theamount of 185,000 million for the first time in December 2009.The top ten leading suppliers of consumer-oriented products were Germany ( 1,792 million), Japan( 938 million), Brazil ( 421 million), Thailand ( 421 million), Spain ( 244 million), the United States( 159 million), United Kingdom ( 149 million), Czech Republic ( 128 million), Sweden ( 126million), and the Netherlands ( 124 million). South Africa‟s major imported agricultural commoditiesfrom Germany were meat of swine (020390) and food preparations (210690); from Japan were foodpreparations (210690); from Brazil were chicken cuts and edible offal (020714) and meat and offal(020712); from Thailand were other cereals (190490); from Spain were meat of swine (020329) andfresh grapes (080610); from the United States were food preparations (210690) and fresh or driedalmonds (080212); from United Kingdom were food preparations (210690) and cocoa (180690); fromCzech Republic were food preparations (210690) and dog and cat food (230910); from Sweden werefood preparations (210690) and peas (071021); and from the Netherlands were dog and cat food(230910) and food preparations (210690).
Exports: South Africa‟s consumer-oriented exports to the United States totaled 148 million inJanuary-October 2010, an over 2009. South Africa‟s most important exports to the United States arefresh citrus, and wine. Cooperation between Animal and Plant Health Inspection Service (APHIS),South Africa‟s Department of Agriculture, and the Deciduous Fruit Producer‟s Trust in setting up preclearance programs for fresh apples, citrus, grapes, and pears has expanded market access for SouthAfrican fresh fruit exports to the United States and other markets.1.4Trends in Online ShoppingSouth African internet use is still in its infancy, utilized by middle and upper-income consumers whocan afford internet access. The online shopping sector experienced a growth of almost seven percent toreach 700 million in 2009. However, a large percentage of South African shoppers, especially lowerincome consumers do not have access to internet and are not computer literate, and prefer visittraditional brick and mortar stores to physically experience a product prior to purchase.The most popular goods to purchase online are cosmetics and toiletries, and toys and games, but notgrocery items.1.5Food Standards and RegulationsFAS/Pretoria has prepared a GAIN Report on Food and Agricultural Import Regulations and Standardsfor South Africa, which can be found at the following link (FAIRS Report, December 2010):Consumer Protection Act: The South Africa‟s new Consumer Protection Act becomes effective April2011. U.S. exporters who intend to sell goods and services destined for South Africa will have tocomply with the new legislation, which includes provisions on product liability and labeling.The Act states that, “If a defective or incorrectly labeled product were to cause harm or injury to a SouthAfrica consumer, the U.S. manufacturer could become co-defendant together with the local retailer orsupplier in product liability litigation”. The Consumer Protection Act places the burden of proofsquarely on the shoulders of the supplier, and not on the consumer as in the past. “Strict liability meansthat the onus is on the supplier to prove that the product was not defective. The South African consumeronly has to show harm or loss and that this was caused by the product concerned”. Suppliers will haveto be particularly careful about proper labeling of products that need warnings or special instructions forusage. Where any product has a risk of an unusual nature that an ordinarily alert consumer could not beexpected to know about, the supplier is compelled to bring this to the consumer‟s attention in plain andunderstandable language.1.6Advantages and Challenges Facing U.S. Products in South AfricaTable 2.South Africa: Advantages and Challenges Facing U.S. Products in South AfricaAdvantagesChallenges
South Africans are developing a tastefor western foods and are willing to trynew products.The growing convenience segment inretail food industry needs importedfood and beverage products.Favorable exchange rate, strong randwith the weak dollar make Americanimports more affordable.South Africa presents opportunities asa gateway for regional markets.South African consumers view U.S.products as high quality.South African importers seek supplierswho can offer reliable high-qualityproducts, in particular consolidators ofmixed containers at competitive prices.Importers and distributors can helpdevelop brand loyalty.Consumers may need to be educated inpreparing and eating products.Preferences is for traditional, locally produced products.Competition from other countries and locally produced products. Ninetypercent of products in the retail outlets are locally produced. South Africa‟smajor retailers have joined forces with the “Proudly South African” (PSA)campaign, launched by the Government, to give PSA suppliers preferentialtendering for shelf space, and to promote South African products.Consumers are price-conscious and most do not exhibit brand loyalty.Products must constantly be promoted.Retailers and consumers have limited knowledge about the variety of U.S.products.Difficulty for U.S. suppliers to respond to trade lead inquires in a timelyfashion.SECTION 2: ROAD MAP FOR MARKET ENTRY2.1Supermarket:2.1.1 Entry Strategy: Introducing a product successfully depends on strong promotion and productsupport. In South Africa‟s very competitive marketplace it is essential that U.S. exporters choose thecorrect agent or distributor. Evidence shows that the most successful U.S. company ventures are thosethat have researched their market thoroughly before engaging in a search for agents and distributors.Once contacts are established, it is advisable to visit South Africa, since firsthand knowledge of themarket is highly useful. Research has shown that new opportunities may be developed in South Africathrough aggressive marketing by product sampling and advertising.In South Africa the terms “Agent” and “Distributor” have a very specific meaning. Agents work on acommission basis after obtaining orders from customers. Distributors buy and sell products directly totheir customers. It is common to appoint a single agent capable of providing national coverage eitherthrough one office or a network of branch offices. In addition to their role as the local representatives ofU.S. exporters, agents should be able to handle the necessary customs clearance, port and rail charges,documentation, warehousing, and financing arrangements. The local agents representing foreignexporters outside South Africa who export goods to South Africa, and the foreign exporters, are fullyliable under the South African Import Control Law for all regulations and control imposed on importedproducts. Local agents are required to register with the Director of Import and Export Control of theDepartment of Trade and Industry. It is important for a U.S. exporter to maintain close contact with thelocal agent to track changes in importing procedures and to ensure that the agent is effectivelyrepresenting his or her interests.2.1.2Retail Market Structure
Basic flow of imported food products:Retail supermarket chains maintain their own distribution systems, using modern warehouses toallocate goods to supermarket branches.Depending on the arrangements, in some instances imports are handled by the supermarketchain‟s head office, their identified importer or by branches themselves.Trends in the distribution channels show that some of the supermarkets are moving towardoutsourcing the services of warehousing and transportation.2.1.3Major Supermarkets Sales, Shares, and Brands Outlets:Below is a chart of South Africa‟s major supermarket chains. For the most part, they offer much thesame range of products and brands. Gaining a competitive edge through image and service is their
major focus. The retailers work hard at establishing their own particular appeal. Some, likeWoolworths and Spar, do this by targeting a particular shopper segment, such as upper-income groups.Others, like Pick n Pay and Shoprite-Checkers group, go head-to-head more on price and “shoppingexperience”.These retail groups in South Africa enjoy enormous bargaining power. They are all able to dictate theirbuying terms to suppliers who are expected to deliver products to central depots or warehouses, wherethe products are then distributed to supermarkets and retail outlet stores using their own transportationtrucking system. Shoprite-Checkers and Spar, for example, are very strong in the predominantly blackareas (townships) whereas Woolworths is stronger in the smaller “up-market” segments.Major supermarkets retail chains have a presence in the urban and rural areas and continue to open newstores. Most supermarkets sell their own-label products as well as manufacturer‟s brands.The retail industry prefers to buy directly from local manufacturers. For imported products, somesupermarkets prefer to deal directly with U.S. manufacturers, because an import agent or a distributoracting as a middleman can add up to 30 percent to the cost of the product, resulting in lower margins forthe supermarket.Supermarkets have recognized the growing demand for prepared food, and compete with conveniencestores or quick service stores and have increased the offering of fresh, prepared foods, and ready-to-eatmeals. Tables below highlight the South African major retail chains.Table 3. South Africa: Supermarket Value Sales, Outlets and Selling Space: 2007 – 2009200720082009Value sales ling Space „000 sq m2,8172,8842,965Source: Euromonitor InternationalTable 4. South Africa: Supermarket Company Shares by Value 2007-2009% retail value rsp excl sales taxShoprite HoldingsPick n Pay Retail GroupSpar GroupOthersTotalSource: Euromonitor 0.03.9100.0200941.634.620.43.5100.0Table 5. South Africa: Supermarket Brand Shares by Value 2007-2009% retail value rsp excl sales taxShoprite SupermarketsPick n Pay SupermarketsCheckers SupermarketsCompanyShoprite HoldingsPick n Pay Retail GroupShoprite .913.1
SparPick n Pay Family StoresSuper SparBoxerScorePick n Pay MinimarketsKwik SparOthersTotalSource: Euromonitor InternationalSpar GroupPick n Pay Retail GroupSpar GroupPick n Pay Retail GroupPick n Pay Retail GroupPick n Pay Retail GroupSpar 100Table 6. South Africa: Supermarket Outlets by Brand 2007 – 2009Sites/outletsCompanySparSpar GroupShoprite SupermarketsShoprite HoldingsPick n Pay Family StoresPick n Pay Retail GroupSuper SparSpar GroupPick n Pay SupermarketsPick n Pay Retail GroupCheckers SupermarketsShoprite HoldingsKwik SparSpar GroupBoxerPick n Pay Retail GroupScorePick n Pay Retail GroupPick n Pay MinimarketsPick n Pay Retail GroupOthersOthersTotalTotalSource: Euromonitor 445320282250155137128871781,7663,595Pick n Pay: The Pick n Pay Group is South Africa‟s second largest supermarket retail chain with headoffices based in Cape Town and Johannesburg. Pick n Pay has ove
Jan 05, 2011 · South Africa, a growing retail market with a population of around 49 million people, possesses a modern infrastructure supporting relatively efficient distribution of goods to urban centers, townships and rural areas throughout South Africa and Southern Africa.
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Core-Retail Sales: n/a Number of Stores: 182 Jobs in Retail: 3,345 YUKON Total Retail Sales: 799.8 million Core-Retail Sales: 508.8 million Number of Stores: 186 Jobs in Retail: 3,630 BRITISH COLUMBIA Total Retail Sales: 84.3 billion Core-Retail Sales: 54.0 billion Number of Stores: 20,398
Core-Retail Sales: n/a Number of Stores: 182 Jobs in Retail: 3,345 YUKON Total Retail Sales: 799.8 million Core-Retail Sales: 508.8 million Number of Stores: 186 Jobs in Retail: 3,630 BRITISH COLUMBIA Total Retail Sales: 84.3 billion Core-Retail Sales: 54.0 billion Number of Stores: 20,398
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