Advertise with
Measuring the bottom end of retailing - a Silo Analytics Report

Measuring the bottom end of retailing - a Silo Analytics Report


Issued by Jessica De Bufanos, Head Analyst at Silo Analytics - May 17th, 10:33

The black hole of data analytics

The South African retail sector is diverse, fragmented and fiercely competitive. The lines between branded retail, independents and wholesalers are increasingly blurred where all retail segments are now competing on route to market, quality, location and above all, PRICE. As a result, the Independent & Wholesale Sector is showing excellent growth opportunities and is giving branded retailers a run for their money.

The independent & wholesale sector; although rich in opportunity is seen as a ‘black hole’ with respect to data. Data insights, is, therefore, a difficult opportunity to quantify and measure. Silo Analytics holds a unique data set* which enables the exploration and measurement of this largely unmeasured sector.

Our latest Silo Commodities Basket Report** shows the independent and wholesale sector is growing promotional frequency by 15% YOY.

The branded retail sector, however, is showing a decline of -2% YOY. The statistics back up inferences that the independent sector is growing. The growth /decline in promotional activity has significant volume implications for both sectors.

Across the Silo Commodities Basket, the independent and wholesale sector promotes the basket as 1% cheaper, on average, than the branded retail sector, with cooking oil and maize showing the most differentials in price between the sectors. The price warfare between retailers and sectors is measurable with significant volume implications for both sectors.

*Silo’s complete promotional database across each FMCG category in both branded retail, independent and wholesale retailers allow us to accurately measure price, retailer and brand share across the retail sectors relative to their promotional frequency.

**Silo Commodities Basket Report measures price, inflation and promotional frequency across 11 promoted commodity categories, namely: Rice, Maize, Flour, Tea, Sugar, Mayonnaise, Margarine, Cooking Oil, IQF Chicken, Peanut Butter and Jam.

Silo’s online and up-to-the-minute PriceProbe data tool enables subscribers to track current promotional prices across all FMCG categories, brands and SKU’s. This is proving to be an invaluable weapon in the guerrilla price warfare that is their trading environment.

For more commentary on topics like this, sign up for our newsletter on

Contact Silo for more information about PriceProbe and Promotional ROI Analytics across all retail sectors.

+27 31 203 3300

Click here for more information on Silo Analytics 

Related Activity

Woolworths and MySchool launch annual Teachers Day competition17
Woolworths and MySchool launch annual Teachers Day competition
Not all superheroes wear capes. There are some, in their everyday clothes, changing young South Africans’ lives for the better as they work tirelessly in our communities and classrooms across the country.
MultiChoice wins big at first CXA Awards16
MultiChoice wins big at first CXA Awards
The first-ever inaugural CXA Awards hosted by Kinetic took place on the 15th August at the Century City Conference Centre in Cape Town. Hosted by SA Comic’s Award Winner, Schalk Bezuidenhout and actress, Leeanda Reddy the prestigious gala dinner was full of fun, bringing together the top innovators in the customer experience industry.
SA's Willow Creek Olive Oil triumphs at two global championships15
SA's Willow Creek Olive Oil triumphs at two global championships
Willow Creek Estate extra virgin olive oil has again been highlighted for its superior quality following its recent assessment by expert judges in no less than two prestigious international challenges.
Castle Lite Keeps It Cool with Rick Ross in new TV Ad 14
Castle Lite Keeps It Cool with Rick Ross in new TV Ad
From the brand that is synonymous with unlocking the extraordinary, Castle Lite has done it again with a new TV ad that seeks to bring fresh consistency to its Extra Cold proposition.

Try these recipes

Greek Island Pie14
Greek Island Pie
Make use of traditional Greek culinary ingredients in this quick mix and bake that will delight your family as a light main course.
Amarula and Macadamia Fudge14
Amarula and Macadamia Fudge
A local melt-in-your-mouth treat.
Beef Tagliata07
Beef Tagliata
Juicy rib-eye steak, thinly sliced and served with a rich red wine reduction, infused with rosemary.
Orange Berry Muffins07
Orange Berry Muffins
These muffins are a welcome treat to compliment your breakfast, have as a snack or even for dessert.