Parmalat in the world
The main market segments in which the local subsidiary operates are:
- UHT milk
- Flavored milk
In South Africa, the main brands are: Bonnita, Parmalat, Everfresh, Purejoy, Simonsberg, Melrose and Steri Sumpie.
Parmalat South Africa operates seven production facilities.
2013 Market trend (Source: Annual Report 2013)
The UHT Milk market performed well in 2013, with substantial gains both on a volume and value basis; this increase was aided by the migration of consumption away from Pasteurized Milk, due to significantly lower prices. In a highly competitive environment, in which private labels are steadily increasing their market share, Parmalat retained its second-place market rank.
Consumption was basically stable in the Flavored Milk market; Parmalat performed particularly well with its Steri Stumpie brand, which significantly strengthened its leadership position in 2013, boosting its value market share to 51.4%.
The Cheese market grew at a sustained pace on a value basis thanks to positive results in the “Hard Cheese” and “Processed Cheese” segments. Parmalat retained the market leadership position despite heightened competitive pressure by its competitors. In the closing months of 2013, the local subsidiary launched a new products in the potentially attractive segment of “Snack Cheese” for children.
The Yogurt market was characterized by positive sales trends, particularly on a value basis, thanks to the “Spoonable Yogurt” segment. The local subsidiary suffered a significant loss in value market shares, due to production problems in the first half of the year and the strike mentioned above, but was still able to confirm its second-place competitive position.