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South Africa - International Franchise Association

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held only 11 percent. However, the United States increased whisky exports to <strong>South</strong><br />

<strong>Africa</strong> in FY 2011. This growth may be due, in part, to a <strong>South</strong> <strong>Africa</strong> preference for<br />

successfully promoted American branded bourbon. This preference should help other<br />

American products be more competitive in <strong>South</strong> <strong>Africa</strong> and may lead to the growth of<br />

other American-branded, high value distilled spirits. Distilled spirit marketers might wish<br />

to target the expanding Black middle and upper classes since this group likely has fewer<br />

loyalties to the competition, Scotch and brandy.<br />

Resources<br />

The Distilled Spirits Council of the United States can help U.S. distillers with market<br />

information and advice on how to export to <strong>South</strong> <strong>Africa</strong> (http://www.discus.org/).<br />

Overview: Poultry Return to top<br />

The <strong>South</strong> <strong>Africa</strong>n poultry meat industry, with a gross value of more than R23 billion ($3<br />

billion), is the country’s largest individual agricultural industry and is contributing almost<br />

18 percent to Agriculture’s Gross Domestic Product. On average, the broiler industry<br />

produced 18.7 million broilers per week in 2011. Total broiler production for 2011<br />

amounted to 980 million broilers or 1.315 million tons of meat. The <strong>South</strong> <strong>Africa</strong>n per<br />

capita consumption of broiler meat in 2011 was 32 kg. In comparison, each <strong>South</strong><br />

<strong>Africa</strong>n consumed only 3.2 kg of mutton, 4.6 kg of pork, and 17.7 kg of beef in 2011.<br />

<strong>South</strong> <strong>Africa</strong>ns now eat more than twice as much broiler meat as in 1993. Expectations<br />

are that broiler meat demand will increase further in the future as the <strong>South</strong> <strong>Africa</strong>n<br />

economy is expected to grow by between two and four percent per annum. Economic<br />

growth is the main overall driver for the increased demand for broiler meat as rising<br />

living standards will push large numbers of consumers towards protein filled diets, health<br />

awareness and convenience. Furthermore, future opportunities for growth in the broiler<br />

meat market exist as <strong>South</strong> <strong>Africa</strong>’s per capita consumption of broiler meat is still relative<br />

low compared with other economies in the world. For example, the United States per<br />

capita consumption of chicken was 43 kg in 2010.<br />

<strong>South</strong> <strong>Africa</strong>’s poultry imports for FY2011 reached $334 million or 326,813 tons, which is<br />

almost 50 percent more than in FY2010. Broiler meat accounts for 91 percent of all<br />

poultry imports, the balance largely being turkey products. Imports of poultry meat<br />

accelerated. Brazil is the most important trading partner for <strong>South</strong> <strong>Africa</strong> in terms of<br />

poultry meat, having almost 60 percent of the import market. Brazil is followed by<br />

Argentina, with 8 percent and Canada with 7 percent of the import market. Poultry meat<br />

imports from the United States doubled in FY2011 to almost $11 million.<br />

<strong>South</strong> <strong>Africa</strong>n Poultry Market<br />

FY 2009 FY 2010 FY 2011<br />

Total Exports $19 million $40 million $30 million<br />

Total Imports $186 million $226 million $334 million<br />

Imports from the U.S. $5 million $5 million $11 million<br />

Note: All figures in US$ Million<br />

Above Figures are from Global Trade Atlas<br />

Best Product: Bone-in/Boneless frozen Chicken cuts

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