Recent findings release by BMi Research have revealed that the flavoured alcoholic beverage category has continued to grow for the past three years, although at a decreasing rate.

This growth can be attributed to the increased demand in the 440ml can pack size. The value also showed a healthy growth for the year which may be attributed to both the positive price increase as well as the volume growth for the year.

On-consumption has shown positive growth for the year under review and has been gaining share since 2012 at the expense of off-consumption, which showed a slight decline in volume.

KwaZulu-Natal showed the biggest growth on a regional level, with Gauteng following this positive trend. More than a third of volume is driven through the Gauteng region with the three major metropolitan areas making up 70.7% share of the market.

Similarly to the market, the can pack type has gained share at the expense of glass. Cans have been growing significantly due to the launch of the 440ml size, which offers more value for money than the smaller sized offering.

It is envisaged that the category will continue to grow positively over the next four years.