For more than 100 years, Tiger Brands has produced some of South Africa’s most loved quality brands from culinary favourites like Jungle Oats, All Gold Tomato Sauce and Black Cat Peanut Butter, to personal care products.
But as much as these have become staples in local homes, which we are extremely proud of, Tiger Brands understands that evolving consumer needs and trends require us to take an innovative approach within the business to respond to these. This creates a symbiotic relationship in that our consumer’s needs are satisfied, and the company delivers on its growth strategy.
In recent years, value, health and nutrition, and the growing trend to snack, have become critical drivers of consumer buying habits. What’s more, the outbreak of the Covid-19 pandemic in early 2020 and subsequent lockdown restrictions, had a marked influence on shifting eating and food purchasing habits, which has set the tone for how we, as one of the country’s largest food producers with a consumer-centric mindset, think about innovation.
Recent product innovations by Tiger Brands reflect these latest consumer drivers.
Value (Superior quality at affordable price points)
Tiger Brands has launched several new sizes of some of South Africa’s favourite products. These include All Gold Tomato Sauce, Mrs Balls Chutneys and Tinkies, which all come in smaller and more affordable sizes. AlbanyXtra loaves of white and brown bread offer four extra slices at a lower cost per slice.
The reality is that a challenging economic environment amongst other factors has resulted in the cost of the average food basket increasing substantially over the last two years. Consumers are shopping less often and are expecting more per rand, and they are not compromising on quality.
Health and Nutrition
According to a recent Tiger Brands Eat Well Live Well State of Nutrition report, since the start of Covid-19 lockdown restrictions in early 2020, South Africans have been focusing on healthier living.
South Africans have become more conscious of what they are consuming looking at maintaining healthier diets.
In response to this new healthier consumer movement, Tiger Brands’ Jungle has introduced a healthier alternative to traditional energy bars with new cereal bars containing less sugar, and the new Purity Junior Smoothie pouches help parents fulfil the nutrition needs of their children. KOO launched a convenient diced beetroot variety, while KOO Pilchards offers an affordable and accessible way to add protein and Omega 3 oils to the diet.
Snackification
The ‘snackification’ trend has boomed since the outbreak of Covid-19. Research indicates that more people are looking for solutions that offer sustenance or energy on the-go as well as small moments of escape and indulgence that offer comfort.
South Africans are navigating a tough living environment, making moments to relax and indulge a top priority. Tiger Brands believes its consumers deserve to be spoilt every now and then and have added some innovative treats to satisfy their need to snack.
Two of South Africa’s favourite flavours have been combined – chocolate and peanut butter – into a new range of indulgent treats from Black Cat. For home bakers, Golden Cloud’s new Carrot Cake and Muffin Mix will keep the pandemic “carrot cake” trend alive in a more convenient format. And one of the country’s oldest beverage brands, Rose’s, has introduced innovative flavour variants – blueberry and ginger for cocktails and mocktails.
About Tiger Brands
Tiger Brands is one of Africa’s largest listed manufacturers of fast-moving consumer goods with the purpose to nourish and nurture more lives every day. For more than 100 years, our brands have been part of the moments that matter in the lives of millions of people. Growing from modest beginnings, our core business is the manufacture, marketing and distribution of everyday branded food and beverages. Our products are relevant across every meal occasion and include iconic brands such as Cross and Blackwell Mayonnaise, Rose’s cordial, Oros, All Gold Tomato Sauce, Fatti’s and Moni’s, Mrs Balls, Jungle Oats, and Black Cat.
