Parmalat in the world

South Africa

The main market segments in which the local subsidiary operates are:

  • UHT milk
  • Yogurt
  • Cheese
  • Flavored milk

In South Africa, the main brands are: Bonnita, Parmalat, Everfresh, Purejoy, Simonsberg, Melrose and Steri Sumpie.

Parmalat South Africa operates 8 production facilities.

2014 Market trend (Source: Annual Report 2014)

In the UHT Milk market, which includes the White Milk and Flavored Milk segments, consumption was down slightly in 2014, particularly in the Flavored Milk category; however, the trend was up for both segments on a value basis, particularly for White Milk. As for the competitive position of the local subsidiary, Parmalat was ranked second in the White Milk market and held the leadership position, with a share of more than 50%, in the Flavored Milk market.

The Cheese market grew at an attractive rate on a value basis, thanks mainly to positive performances in the “hard cheese”, “processed cheese” and “feta” segments. Parmalat strengthened its position as the market leader thanks in part to the support provided to its brands by investments in advertising.

Consumption was down significantly in the yogurt market, which, however, grew at a strong pace on a value basis. Thanks to an ambitious program to relaunch its brand with the support of advertising investments, the local subsidiary achieved a significant gain in value market share, strengthening its second-place competitive position.

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