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SOUTH AFRICA BRAND REPORT

CONSUMERS OF MEALIE MEAL

COMPILED: MAY 2012


Analytix Business Intelligence 2012 www.analytixbi.com

REPORT OVERVIEW
Compiled: May 2012 (95 pages)
This comprehensive report examines South African consumers of Mealie Meal: Global and South African market overview, Usage and brand trends (2007-2011) with consumer forecasts for 2012-2016, Geodemographic trends among consumers (2007-2011), Detailed geo-demographic brand profile and brand penetration analysis, Cellphone, Internet, Lifestyle and media consumption (2011). The consumer analysis is based on the latest annual consumer survey among a nationally representative sample of more than 25,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation. SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER: Who are the key players and brands in the market and how are they positioned? What are the important global and local market trends that should be included in your business strategy? What is the size of the consumer market and consumer purchasing trends (2007-2011) and what is the consumer forecast for 2012-2016? What are the brand penetration trends (2007-2011) for key brands in the market? Who are the consumers of mealie meal? What are geo-demographic trends among purchasers (2007-2011)? e.g. age, gender, affluence, life-stage, geographics How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, 2 Analytix Business Intelligence 2012 magazines www.analytixbi.com

REPORT OVERVIEW
It provides a comprehensive consumer profile of the Mealie Meal category (minimum category sample = 13 694 consumers), as well as a detailed segmentation by brand, namely: ACE, Traditional Coarse Braai Pap, Impala Maize Meal, Induna, Iwisa, Nyala, Papa, White Star. An additional brand that forms part of the market trends and geo-demographic trends analysis of Mealie Meal consumers is Iwisa Braai Pap. It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of the Mealie Meal category by brand, making it a vital reference report for anyone wanting to understand this segment of the market.
WHY PURCHASE THIS MARKET RESEARCH REPORT?

The report focuses on consumer-based intelligence the most valuable brand asset
Provides a comprehensive analysis of the big picture with global and local market trends and insights Historical (2007-2011) market consumption trends and consumer forecast (2012-2016), brand trends and geo-demographic consumer trends (2007-2011) Includes a detailed company/brand analysis of the key market competitors Detailed reports filled with insights, charts, graphs and tables Salient points and key insights are highlighted and summarised in comment boxes on each page 3
Analytix Business Intelligence 2012 www.analytixbi.com

SCREENSHOTS FROM REPORT

95 page report filled with >100 detailed charts, graphs, tables and insights

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Analytix Business Intelligence 2012 www.analytixbi.com

SAMPLE FROM REPORT


MEALIE MEAL CONSUMER TREND 2008-2011: LIFESTAGE
Lifestage profile of Mealie Meal consumers (bought past 4 weeks): 2008-2011
Mature Family 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
5% 19% 23% 9% 9% 13% 10% 12% 5% 21% 22% 8% 7% 15% 9% 13% 5% 22% 20% 8% 6% 15% 10% 14% 6% 21%

Single Parent Family Young Family

19% 9% 6% 15% 10% 14%

Mature Couples Young Couples

Mature Single
Young Independent Singles At Home Singles

2008 At-home singles


2008 2009 2010 2011 2 257 411 2 441 686 2 698 395 2 898 892

2009 Young Independent Singles Mature singles


1 943 741 1 674 279 1 927 590 2 093 140 2 394 400 2 694 725 3 025 005 3 217 411

2010 Young Couples


1 605 342 1 232 751 1 265 211 1 359 309

2011 Mature Couples


1 649 876 1 411 077 1 507 426 1 817 852

Young Family
4 392 297 3 996 227 4 015 347 4 119 795

Single Parent Family Mature Family


3 659 384 3 814 126 4 439 377 4 493 316 966 570 837 137 970 542 1 212 952

In 2011, 21% of Mealie Meal consumers were in the Single Parent lifestage, a decline from 19% compared to 2008. Between 2008 to 2011, there was a decrease from 23% to 19% among purchasers in the Young Family segment.
Source: AMPS 2008B-2011B (Adult population 15+ years) Sample Size: 10 797(2008); 12 730(2009); 13 316 (2010); 13 530(2011) (Mealie Meal personally bought past 4 weeks) Based on weighted numbers

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Analytix Business Intelligence 2012 www.analytixbi.com

SAMPLE FROM REPORT


BRAND PENETRATION: LSM
Mealie Meal brand penetration by LSM

100%

90%
80% 70% 60% 50% 40% 30% 20% 10% 0% Total LSM 1-4 LSM 5 LSM 6
5% 6% 15% 2% 6% 3% 12% 4% 6% 1% 25% 15% 1% 5% 1% 28% 5% 8% 7% 5% 5% 6% 16% 2% 5% 2% 35% 39% 38% 36%

15%

White Star Papa Nyala Iwisa Induna Impala Maize Meal

29%

29%

26% 1% 6% 17% 2% 11% 9%

2% 4% 22% 1% 8% 11%

3% 5% 16% 1% 8% 3%

2% 5% 16% 1% 11% 4%

29%

29%

34%

32%

38% 29%

Traditional Coarse Braai Pap ACE LSM 10

LSM 7

LSM 8

LSM 9

White Star had the highest brand penetration across all LSM segments (35%), with the highest in LSM 1-4 (39%) and the lowest penetration in LSM 10 (15%).

In contrast, the brand penetration for ACE was lowest in LSM 1-4 (25%) and highest in LSM 10 (38%).
Source: AMPS 2011B (Adults 15+ years) Sample Size: 12 580 (Mealie Meal bought most often); See beginning of section for breakdown Note: all figures based on unweighted numbers

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Analytix Business Intelligence 2012 www.analytixbi.com

SAMPLE FROM REPORT


MONTHLY GROCERY SHOPPING PATTERNS
Monthly grocery shopping patterns by Mealie Meal brand

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

1% 8% 20%

1% 7% 19%

3% 9% 19%

3% 17% 13%

1% 7% 16%

1% 8% 22%

1% 7% 12%

1% 8% 25%

1% 6% 21%

Shop Twice A Week/Almost Daily

71%

72%

69%

66%

76%

69%

80% 67%

72%

Shop Weekly/Almost Weekly Twice A Month

One Bulk Shop With Fill Ups

In 2011, the vast majority of all Mealie Meal consumers (71%) had done One Bulk Shop with Fill Ups during an average month . 25% of Papa consumers did their food and grocery Shopping Twice a Month, compared to 12% of Nyala consumers. Impala Maize Meal had the highest proportion of consumers (17%) who had done Weekly/almost Weekly food and grocery shopping.
Source: AMPS 2011B (Adults 15+ years) Sample Size: 12 580 (Mealie Meal bought most often); See beginning of section for breakdown Note: all figures based on unweighted numbers. For this overview, Food and Grocery shopping excludes daily purchases, such as bread and milk.

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Analytix Business Intelligence 2012 www.analytixbi.com

SAMPLE FROM REPORT


TOP 3 RADIO STATIONS (PAST 7 DAYS)
ACE
Ukhozi FM
Metro fm Lesedi FM

Percentage
19%
15% 7%

Traditional Coarse Braai Pap


Metro fm Ukhozi FM Umhlobo Wenene FM

Percentage
8% 7% 7%

Impala Maize Meal


Ukhozi FM
Umhlobo Wenene FM Metro fm

Percentage
10%
7% 4%

Induna
Ukhozi FM
Motsweding FM Umhlobo Wenene FM

Percentage
32%
8% 7%

Iwisa
Metro fm
Motsweding FM Lesedi FM

Percentage
13%
12% 12%

Nyala
Ukhozi FM
Metro fm Motsweding FM

Percentage
50%
6% 1%

Papa
Lesedi FM Motsweding FM Metro fm

Percentage
34% 26% 10%

White Star
Umhlobo Wenene FM Ukhozi FM Lesedi FM

Percentage
18% 17% 14%

Total
Ukhozi FM Lesedi FM Metro fm

Percentage
18% 11% 11%

Ukhozi FM was the most popular radio station among almost all Mealie Meal consumers. However, among Traditional Coarse Braai Pap (8%) and Iwisa (13%) consumers, Metro FM was the most popular radio station listened to in the past 7 days. For Papa, Lesedi FM (34%) was the most popular radio station, Umhlobo Wenene FM (18%) for White Star consumers.
Source: AMPS 2011B (Adults 15+ years) Sample Size: 12 580 (Mealie Meal bought most often); See beginning of section for breakdown Note: all figures based on unweighted numbers

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Analytix Business Intelligence 2012 www.analytixbi.com

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