South Africa Brand Report: Consumers of Brandy

This comprehensive report examines the South African consumers of brandy: historical market sales (past 5 years), sales forecasts until 2014, local 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 brandy consumption? e.g. age, gender, affluence, life-stage, geo-demographics
- 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 brandy category (minimum category sample = 2349 consumers), as well as a detailed segmentation by brand, namely: Bertrams; Flight of the Fish Eagle; Klipdrift; KWV; Mellow-Wood; Olof Bergh; Oude Meester; Richelieu; Viceroy; Wellington.

It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of  the brandy category by brand, making it a vital reference report for anyone wanting  to understand this segment of the market. SHOW LESS READ MORE >

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. GDP: Contribution by province
iii. SA Gender profile: 1996, 2001, 2007
iv. SA Age profile: 1996, 2001, 2007
v. SA Age and Gender Population pyramids: 1996, 2001, 2007

Historical Sales and Forecasts

1.1. Alcoholic Drinks Production: 2003 – 2014 (Litres Millions)
1.2. Alcoholic Drinks Sales : 2003 – 2014 (SA Rand Millions)

Competitor Analysis:

2.1. Competitor Analysis : Distell.
2.2. Competitor Analysis : Klipdrift.
2.3. Competitor Analysis : Richelieu.
2.4. Competitor Analysis : Flight of the Fish Eagle.
2.5. Competitor Analysis : KWV.
South African Brandy Market Trends

3.1. South African Brandy Market Trends

Profile of Brandy Users and Non-Users (2010)

4.1. Consumers of Brandy: Overview: Total adult population (2005-2010); Total brandy user segment (2005-2009); Usage Overview (2005-2010)
4.2. LSM Group: 1-4; 5-6; 7-8; 9-10
4.3. Gender: Male; Female
4.4. Age: 16-19; 20-24, 25-34, 35-44, 45-49, 50-54, 55-64, 65+
4.5. Lifestage: At home singles; Starting-out singles; Couples; Parents; Single parents
4.6. Population Group: Black; White; Coloured; Indian
4.7. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
4.8. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
4.9. Community: Rural, Settlements, Villages, Towns, Cities and Metropolitan areas.
Market Trends (2009)

5.1. Average Annual Household Expenditure on Spirits (2006) by LSM: 1-4; 5-6; 7-8; 9-10
5.2. Consumer Trends 2006-2010: LSM: 1-4; 5-6; 7-8; 9-10
5.3. Consumer Trends 2006-2010: Population Group: White, Indian, Coloured, Black.
5.4. Consumer Trends 2006-2010: Province Profile: All nine provinces.

Demographic Profile (2010): Bertrams; Flight of the Fish Eagle; Klipdrift; KWV; 5 Mellow-Wood; Olof Bergh; Oude Meester; Richelieu; Viceroy; Wellington

6.1. LSM Profile: Brand profile and brand share of each brand by LSM group
6.2. Gender Profile: Brand and brand share of each brand by gender
6.3. Age Profile: Brand Profile and brand share of each brand by age
6.4. Lifestage Profile: Brand profile and brand share of each brand by lifestage
6.5. Population Group: Brand profile and brand share of each brand by population group
6.6. Home Language: Brand Profile ad brand share of each brand by home language
6.7. Province Profile: Brand Profile and brand share of each brand by province
6.8. Community Profile: Brand Profile and brand share of each brand by community type.
Lifestyle (2010): Bertrams; Flight of the Fish Eagle; Klipdrift; KWV; 5 Mellow-Wood; Olof Bergh; Oude Meester; Richelieu; Viceroy; Wellington

7.1. Cellphone Ownership: Cellphone ownership by brand
7.2. Payment Mechanism: Payment Mechanism brand
7.3. Make of Cellphone: Cellphone brands by segment brand
7.4. Cellular Network Provider: Cellular network provider by brand
7.5. PC and Laptop Ownership: Ownership of PC and Laptop by brand
7.6. Internet Access (Past 7 Days): Internet access in past seven days by brand
7.7. Financial Institutions: Financial institutions by brand
7.8. Sports Interests: Sports interested in by segment brand
7.9. Favourite Music: Favourite music types by brand
7.10. Attend Events/Performances: Most popular live events/performances attended.

Media (2010): Bertrams; Flight of the Fish Eagle; Klipdrift; KWV; 5 Mellow-Wood; Olof Bergh; Oude Meester; Richelieu; Viceroy; Wellington

8.1. Newspaper readership: Most popular newspapers plus top three daily and weekly newspapers by brand
8.2. Magazine readership: Most popular magazines plus top three weekly and monthly magazines by brand
8.3. Radio Stations: Top three radio stations by brand
8.4. TV channels: Top three TV channels by brand
8.5. TV channels via DStv: Top three TV channels via DStv by brand

- Bertrams
- Flight of the Fish Eagle
- Klipdrift
- KWV
- Mellow-Wood
- Olof Bergh
- Oude Meester
- Richelieu
- Viceroy
- Wellington