South Africa Brand Report 2012: Consumers of Sports Drinks

This comprehensive report examines the South African consumers of sports drinks: Historical soft drink market sales (past 5 years), Sales forecasts until 2014, Local and global consumer/market trends, Competitor analysis of key brands in the segment, Detailed consumer geo-demographic profiling, Consumer lifestyle and Media consumption.

The consumer analysis is based on the latest annual consumer survey among a nationally representative sample of more than 20,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are:

• What are the historical market sales and forecasts for the next 5 years?
• Who are the key players and brands in the market and how are they positioned?
• What are the important consumer and market trends that should be included in your business strategy?
• Who are the users (and non users) of sports drink consumption? e.g. age, gender, affluence, life-stage, geographics
• How do you engage with them? e.g. lifestyle, internet, sports, music interests
• What media do you use to communicate to them? e.g. TV, radio, newspapers, magazines

It provides a comprehensive consumer profile of the entire sports drink category (minimum category sample = 6282 consumers), as well as a detailed segmentation by brand, namely: Energade, Game, Powerade and USN
Additional brands that form part of the market trends and geo-demographic trends analysis of Sports Drinks consumers include: Gatorade, Vitalise and EAS.
It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of the sport drink 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 local and global consumer/market trends
• Historical sales (past 5 years) and sales forecasts until 2014
• Includes a detailed competitor analysis and brand positioning
• 81 page report with 80+ charts, graphs, tables
• Salient points and key insights are highlighted and summarised in comment boxes on each page

Table of contents

SA Population Demographic Overview
i. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
ii. SA Province Overview (2011): GDP Contribution And Population Size
iii. SA Age Estimate (2011): South African Population Age Distribution
iv. SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female

1. Historical Sales and Forecasts
1.1. Soft Drinks Production (Litres Millions): 2003 – 2008 (Actual sales); 2009 - 2014 (Forecast)
1.2. Soft Drinks Sales (US $ Millions): 2003 – 2008 (Actual sales); 2009 - 2014 (Forecast)
1.3. Soft Drinks Sales (SA Rand Millions): 2003 – 2008 (Actual sales); 2009 - 2014 (Forecast)

2. Competitor Analysis (Top 3 brand consumed)
2.1. Competitor Analysis: Powerade
2.2. Competitor Analysis: Energade
2.3. Competitor Analysis: USN

3. Profile of Sports Drink Users and Non-Users
3.1. Sports Drink Users: Overview: Total adult population (2009-2011)
3.2. Gender: Male; Female
3.3. Age: 15-19; 20-24, 25-29, 30-39, 40-49, 50-54, 55-64, 60+
3.4. Lifestage: At home singles; Starting-out singles; Couples; Parents; Single parents
3.5. LSM Group: 1-4; 5-6; 7-8; 9-10
3.6. Population Group: Black; White; Coloured; Indian
3.7. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
3.8. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
3.9. Community Type: Settlements and Non-Urban areas, Small Towns and Villages, Cities and Large Towns, Metropolitan Area

4. South African Sports Drinks Market and Consumer Trends (2009-2011)
4.1. Sports Drinks Market and Consumer Trends: 2009-2011
4.2 . Sport Drink Usage Trends: 2009 – 2011
4.3 . Sport Drink Usage (light, medium, heavy) by LSM (2011)
4.4 . Sport Drink Usage (light, medium, heavy) by Population Group (2011)
4.5 . Sport Drink Usage (light, medium, heavy) by Home Language (2011)

5. Brand Profile and Brand Penetration (2011): Energade, Game, Lucozade, Powerade and USN
5.1. Gender Profile: Brand and brand penetration of each brand by gender
5.2. Age Profile: Brand Profile and brand penetration of each brand by age
5.3. Lifestage Profile: Brand profile and brand penetration of each brand by lifestage
5.4. LSM Profile: Brand profile and brand penetration of each brand by LSM group
5.5. Population Group: Brand profile and brand penetration of each brand by population group
5.6. Home Language: Brand Profile ad brand penetration of each brand by home language
5.7. Province Profile: Brand Profile and brand penetration of each brand by province
5.8. Community Profile: Brand Profile and brand penetration of each brand by community

6. Cellphone & Internet (2011): Energade, Game, Powerade and USN
6.1. Cellphone Ownership: Cellphone ownership by brand
6.2. Payment Mechanism: Payment Mechanism brand
6.3. Make of Cellphone: Cellphone brands by segment brand
6.4. Cellular Network Provider: Cellular network provider by brand
6.5. Cellphone Activities: Daily cellphone activities by brand
6.6. PC and Laptop Ownership: Ownership of PC and Laptop by brand
6.7. Internet Access (Past 7 Days): Internet access in past seven days by brand
6.8. Internet Activities: Internet activities by brand
6.9. Online Purchase (Past 12 Months): Online purchase in the past 12 months by brand
6.10. Internet Bookings (past 12 Months): Internet bookings in the past 12 months by brand

7. Lifestyle (2011): Energade, Game, Powerade and USN
7.1. Financial Institutions: Main bank for all banking transactions by brand
7.2. Sports Interests: Sports interested in by selected brand
7.3. Sports Participation: Sports participated in by selected brand
7.4. Favourite Music: Favourite music types by selected brand
7.5. Frequency of cinema visits: Frequency of cinema visits in average four weeks by brand

8. Media (2011): Energade, Game, Powerade and USN
8.1. Online Media Usage: Online media usage by brand
8.2 Average Newspaper Readership: Average readership of daily and weekly newspapers by brand
8.3. Newspaper Readership: Top three daily and weekly newspapers by brand
8.4. Average Magazine Readership: Average readership of weekly and monthly magazines by brand
8.5. Magazine Readership: Top three weekly and monthly magazines by brand
8.6. Top 3 TV channels (Past 7 Days): Top three terrestrial TV channels viewed past 7 days by brand
8.7. Top 3 DSTV TV channels: Top three DSTV TV channels viewed past 7 days by brand
8.8. Radio Stations (Past 7 Days): Top three radio stations listened to in past 7 days by brand

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Related research categories

By sector: Sports (in Soft drinks), General drinks

By market: South Africa (in Africa), Africa