Powdered Creamer in SA Category Quantification 2016

Powdered creamers saw a positive volume growth and value growth during 2015. The category pricing saw only a limited, sub-inflationary growth rate for the base year, as producers curtailed their margins to remain competitive. Consumers faced real financial pressures during 2015 due to the poorly performing economy, and manufacturers recognised the need to maintain the affordability of creamers within this context.

It is hypothesised that the year on year creamer volume growth is underpinned by the convenience benefit offered by the category.

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