TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: gum 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Gum 9
Value analysis (South African Rand), 2004?09 9
Value analysis (South African Rand), 2009?14 10
Value analysis (US dollars), 2004?09 12
Value analysis (US dollars), 2009?14 13
Volume analysis, 2004?09 15
Volume analysis, 2009?14 16
Company and brand share analysis 18
Distribution analysis 22
Expenditure and consumption per capita 24
Chapter 4 Macroeconomic Profile 27
Macroeconomic Indicators 27
Chapter 5 Research Methodology 32
Methodology overview 32
Secondary research 33
Market modeling 34
Creating an initial data model 34
Revising the initial data model 34
Creating a final estimate 35
Creating demographic value splits 35
Primary research 35
Data finalization 36
Ongoing research 36
LIST OF FIGURES
Figure 1: Gum, South Africa, value by segment (ZARm), 2004?14 11
Figure 2: Gum, South Africa, category growth comparison, by value, 2004?14 14
Figure 3: Gum, South Africa, volume by segment (kg, million), 2004?14 17
Figure 4: Gum, South Africa, category growth comparison, by volume, 2004?14 17
Figure 5: Gum, South Africa, company share by value (%), 2008?09 20
Figure 6: Gum, South Africa, distribution channels by value (%), 2008?09 23
Figure 7: Annual data review process 33
LIST OF TABLES
Table 1: Gum category definitions 3
Table 2: Gum distribution channels 4
Table 3: Gum, South Africa, value by segment (ZARm), 2004?09 9
Table 4: Gum, South Africa, value forecast by segment (ZARm), 2009?14 10
Table 5: Gum, South Africa, value by segment ($m), 2004?09 12
Table 6: Gum, South Africa, value forecast by segment ($m), 2009?14 13
Table 7: Gum, South Africa, volume by segment (kg, million), 2004?09 15
Table 8: Gum, South Africa, volume forecast by segment (kg, million), 2009?14 16
Table 9: Gum, South Africa, brand share by value (%), 2008?09 18
Table 10: Gum, South Africa, value by brand (ZARm), 2008?09 19
Table 11: Gum, South Africa, company share by value (%), 2008?09 21
Table 12: Gum, South Africa, value by company (ZARm), 2008?09 21
Table 13: Gum, South Africa, distribution channels by value (%), 2008?09 22
Table 14: Gum, South Africa, value by distribution channel (ZARm), 2008?09 22
Table 15: Gum, South Africa, expenditure per capita (ZAR), 2004?09 24
Table 16: Gum, South Africa, forecast expenditure per capita (ZAR), 2009?14 24
Table 17: Gum, South Africa, expenditure per capita ($), 2004?09 25
Table 18: Gum, South Africa, forecast expenditure per capita ($), 2009?14 25
Table 19: Gum, South Africa, consumption per capita (kg), 2004?09 26
Table 20: Gum, South Africa, forecast consumption per capita (kg), 2009?14 26
Table 21: South Africa population, by age group, 2004?09 (millions) 27
Table 22: South Africa population forecast, by age group, 2009?14 (millions) 28
Table 23: South Africa population, by gender, 2004?09 (millions) 28
Table 24: South Africa population forecast, by gender, 2009?14 (millions) 29
Table 25: South Africa nominal GDP, 2004?09 (ZARbn, nominal prices) 29
Table 26: South Africa nominal GDP forecast, 2009?14 (ZARbn, nominal prices) 29
Table 27: South Africa real GDP, 2004?09 (ZARbn, 2000 prices) 30
Table 28: South Africa real GDP forecast, 2009?14 (ZARbn, 2000 prices) 30
Table 29: South Africa real GDP, 2004?09 ($bn, 2000 prices) 30
Table 30: South Africa real GDP forecast, 2009?14 ($bn, 2000 prices) 31
Table 31: South Africa consumer price index, 2004?09 (2000=100) 31
Table 32: South Africa consumer price index, 2009?14 (2000=100) 31
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