The South African Food Industry Opportunities to be explored. South Africa as a hub • In relation to Africa, South Africa accounts for – 6 percent of the continent's population – 50 percent of its purchasing power – 25 percent of the GDP – 50 percent of the electricity generated – 45 percent of all mineral production. Strengths • Physical and economic infrastructure • Natural mineral and metal resources • Growing manufacturing sector with potential to compete in the global economy • Strong growth potential in tourism Economic activity • Four main metropolitan areas – Johannesburg and surrounding areas (Gauteng) – Coastal Durban /Pinetown areas (KZN) – Cape Peninsula – Eastern Cape Area • Financial and industrial sectors are concentrated in Gauteng – 30% of the country's GDP HOW LARGE? • The SA food industry sells 20.4m tons food per annum (R159bn) • It is the second biggest employer in the country with over 1,5 million workers • There are over 4000 food manufacturers. In 16 different sectors The top 10 account for 70% of the industry turnover • The food industry ranges from high-tech to small, labour intensive operations Food processing industry • 16 sub sectors – Meat processing – Dairy products – Preservation of food and vegetables – Canning and preserving of fish – Fruit canning and jams – Bakery – Chocolate and sugar confectionery – Vegetable and animal oils and fats – – – – – – – – Flour and milled products Ready Meals Prepared animal foods Soft Drinks Wine and Distilling Brewing Sugar mills and refineries Other food products e.g. starch Food supply • South Africa is largely self sufficient • Rice is the exception and most of the countries requirements are imported from the Far East • South Africa is the 6th largest producer of wine world wide • Important agriculture-based food industries – Fruit and vegetables – Sugar Exports • Until recently South Africa was a net food exporter • Fresh fruit and nuts are the largest export (by value and volume) followed by sugar, processed fruit and vegetables, fish products., alcoholic beverages and cereals and grains • South Africa exports some niche products e.g. rooibos Increased imports • For the first time in 2008 South Africa became a net importer of basic agricultural commodities – – – – – Yellow maize Wheat Vegetable Oil Red meat Poultry meat • Specialty products • Low cost confectionery and biscuits Key players • Multinationals – Nestle – Unilever – Mars – Kraft – McCains – General Mills – Coca Cola – Pepsico – Heinz – Danone – Parmalat – Cadbury • Local – SAB – Tiger Brands – Pioneer – AVI – Foodcorp – Genfoods – Distell – KWV – Clover The rainbow nation • South Africa is a nation of over 49m people of diverse origins, cultures, languages and beliefs. • 33% are under 15 • 7.6% are over 60 • 11 official languages • Religious affiliation – 2/3 are Christian, mainly Protestant. – Other significant religions are Islam, Hinduism and Judaism. SA Consumers • First and third world in one country! • Consumers in the middle to upper income levels are demanding healthier, convenient , quality foods • The poorer consumers demand staple foods at low prices • SA is a nation of fatties - 29% of men and 56% of women are either overweight or obese • Although 14% of SA Children are overweight / obese, 18% are underweight Structural change in the South African economy • Black middle class growing rapidly - now >3m mouths • Worth >R200billion ->30% of total SA spend • LSM7-9 • Blacks now make up about a third of SA’s total middle class But the gap between rich and poor is widening 48% of the South African population live on less than R400/month >25% have no jobs Urbanisation • ~70% of the population is urban • South African urban growth rate is 4% • Rapid urbanisation brings with it many problems as it places huge demands on land, water, housing, transport and employment. • Food consumption patterns change. Brand loyal • South African consumers are notoriously brand loyal • Private label less important than in other areas of the world BUT are becoming more important as PRICE is now key • This is good news for manufacturers who need consumers to remain loyal to their products in the midst of so many choices • Brands are built on awareness, trust and confidence Brand loyalty • Products must be relevant to local consumers • Sustainability depends on keeping up with changing consumer demands. • 80% of households say the person doing the shopping makes the brand decisions but other family members are increasingly giving their input. This is particularly so for children who are brand savvy • “reasonable quality at reasonable prices” Changing lifestyles result in food service growth • Modern consumers demand – Speed – Value for money – Convenience • Fast food outlets are responding with meal solutions that suit the needs of modern living We’ll eat anything as long as its chicken ! • South Africans are mad about chicken • The top three fast food brands all sell chicken • There is a cultural affinity with chicken on the bone -real food South African innovations • • • • • • Boerewors Biltong Rooibos tea Red Espresso Speciality ice cream (Dynamic Commodities) What else??? www.weirdfood.com Are we an endangered species? • Food science is the life blood of the food industry • Food Science is a mystical term to most consumers • Food scientists are often associated with food scares and “unnatural” practices • In UK Food scientist are becoming a rare species with applicants for food science degree courses down 50% in the last decade Numerous Opportunities • Academic institutions – Research – Teaching • Food Manufacturers – R&D – Procurement – Production – QC/QA – Regulatory Numerous Opportunities • Government • Technical Sales – Ingredients – Machinery • Food Service /Fast Food • Retail Environment • Independent laboratory Numerous Opportunities • • • • • • • Consulting Food Associations Market research -sensory science Marketing Journalism Management Entrepreneurship You are entering a learning curve • Don’t try to be a hot shot on your first day • Small steps and a good attitude make you stand out from the crowd! Good luck!