Changes are coming to All Gold, Mrs Balls, KOO and other popular products
South Africa’s largest food producer Tiger Brands, is changing its product portfolio as it sees a significant shift in consumer buying and eating habits.
This includes a general shift towards healthier products and making more products that are ‘snackable’, the group said.
“The reality is that a challenging economic environment, amongst other factors, has resulted in the cost of the average food basket increasing substantially over the last two years. Consumers are shopping less often and are expecting more per rand, and they are not compromising on quality,” says Becky Opdyke, chief marketing officer at Tiger Brands.
She added that South Africans have become more conscious of what they are consuming.
“They are increasingly focused on maintaining healthier diets for body and mind and seeking out products that can more easily help them do this.”
Opdyke said that some of the changes that are being introduced include:
- All Gold Tomato Sauce, Mrs Balls Chutneys and Tinkies will all come in smaller and more affordable sizes;
- AlbanyXtra loaves of white and brown bread will now offer four extra slices at a lower cost per slice;
- Tiger Brands’ Jungle has introduced a healthier alternative to traditional energy bars – with new cereal bars containing less sugar;
- New KOO canned products are being introduced – including diced beetroot and pilchards;
- Purity is introducing new smoothie pouches;
- Black Cat is introducing new peanut butter and chocolate snacks.
‘Snackification’
Tiger Brands’ product changes also come alongside what it calls the ‘snackification’ of food in South Africa – a trend that has boomed since the outbreak of Covid-19.
The group’s data indicates that more people are looking for solutions that offer sustenance or energy on the go and small moments of escape and indulgence that offer comfort.
“South Africans are navigating a tough living environment, making moments to relax and indulge a top priority. Tiger Brands believes its consumers deserve to be spoilt every now and then and have added some innovative treats to satisfy their need to snack,” said Opdyke.
Research published by polling group Ipsos this week also shows a clear shift in eating trends in South Africa, as more people are snacking more often.
Currently, snack buying is at the highest level since Ipsos began tracking this in January 2020. The value of snack sales increased by almost half (+43%) compared to the previous year, with cheaper brands gaining traction in various categories.
However, the study shows a decline in purchase frequency – consumers thus spend more than before on snacks on the occasions when they purchase snacks.
This value growth for snacks is largely attributed to the 4% growth of the total sweet category, with ice cream (+5.9%) and sweets (+6.3%) recording significant increases.
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