Hot powdered beverages comprise just over half the total market volumes, with a 54.1% share. Cold powdered beverages, which comprise of milk and water dilution agent powdered beverages, form the balance of the category.
Hot powdered beverage volumes remained static in 2011 and no major volume changes are anticipated for the near future.
Within the retail channel, hot powdered beverages dominate with a 65.3% market share. This highly seasonal category saw volumes grow by 2.8% within the retail channel during 2011.
Milk based powdered beverages, the smallest category within powdered beverages, saw a healthy volume growth of 6.4% in 2011. Milk based variants exhibited the highest growth within the powdered beverage market, though off a low base. However, as this niche category only comprises 12.6% of the total category, it did not impact significantly on the total category's volumes.
In contrast to the other two product categories, water based cold powdered beverages experienced a decline in volumes. This is the second consecutive year, that volumes have declined and this trend is expected to continue for the short term.
Within foodservices, water based powdered beverages is the most popular and contributes 65.9% of the foodservice market share. Cold powdered beverage volumes, within foodservices declined by 3.1% in 2011 and were a large contributor to the negative growth seen within the overall foodservices sector.
For the fourth consecutive year, cold powdered beverage volumes have declined within the retail channel.
BMI Research: Consumer Division offers annual tracking reports, in store observation services (ISOS), print ads promotional pricing and share of spend, liquor in store pricing (LISP), consumer research and commissioned research. For more information, go to www.bmi.co.za.
