Advertise with fastmoving.co.za
 
 
Measuring the bottom end of retailing - a Silo Analytics Report

Measuring the bottom end of retailing - a Silo Analytics Report

BRAND ACTIVITY

Issued by Jessica De Bufanos, Head Analyst at Silo Analytics - May 17th 2017, 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 silo.co.za/#sign-up

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

MATTHEW MEAGHER
HEAD: ANALYTICS

matthewm@silo.co.za
+27 31 203 3300
www.silo.co.za/analytics
www.priceprobe.co.za
www.silo.co.za/#sign-up

Click here for more information on Silo Analytics 

Related Activity

Deep Heat introduces new trio of heat therapy patches21
FEB
Deep Heat introduces new trio of heat therapy patches
In an effort to offer consumers a full pain care solution, Mentholatum has extended their Deep Heat patch offering with three new specialised variants.
McCain Do Good Be Good Program benefiting local Gauteng communities20
FEB
McCain Do Good Be Good Program benefiting local Gauteng communities
Be Good, Do Good is at the heart of everything that McCain South Africa does. This led to the launch of their food donation programme in April 2017. Since then McCain Food South Africa has made it their mission to spread joy and happiness to those who need it most through food.
Dr Soldan's sugar-free Em-eukal sweets13
FEB
Dr Soldan's sugar-free Em-eukal sweets
Em-eukal sugar-free sweets are imported from Germany and come in four delicious flavours: Eucalyptus (fresh minty), Ginger-Orange (spicy citrus), Lemon (refreshingly tangy) & Salvia (zesty sage).
Vital Health Foods issues product recall on Mini Corn Cakes and Mini Rice Cakes08
FEB
Vital Health Foods issues product recall on Mini Corn Cakes and Mini Rice Cakes
Vital Health Foods has issued an immediate recall of its Mini Corn Cakes and Mini Rice Cakes as a precautionary measure following an investigation into two consumer complaints regarding metal fragments found within the products.

Try these recipes

Peppermint Crisp Tart 19
FEB
Peppermint Crisp Tart
Sticky-licious is the word!
Curried Eggs 19
FEB
Curried Eggs
A healthy take on a traditionally creamy classic.
Gordon’s Gin & Juice15
FEB
Gordon’s Gin & Juice
This is an old time classic cocktail loved by many for it’s refreshing qualities. This is a perfect cocktail for late breakfast and early brunches, sunsets and afternoon drinks.
Berry Panna Cotta with Boozy Strawberries 13
FEB
Berry Panna Cotta with Boozy Strawberries
A striking dessert – and so easy!