ADVERTORIAL- Tiger Brands’ expansion into South Africa’s local township economy is gaining swift traction having reached more than 90 000 stores within 2 years.
Tiger Brands’ targeted route-to-market strategy aims to increase its brands’ presence in at least 150 000 stores in the general trade by 2030.
This includes spaza stores, mini-superettes, superettes, and min-and midi-wholesalers.
Since then, the business has increased its presence and visibility in more than 94 000 stores, up from 71 000 in 2024.
As part of its expansion in the informal sector, Tiger Brands offers business solutions to mini- and midi-wholesalers and store owners, to help grow the Tiger Brands share of the consumer basket in these outlets.
According to findings by Trade Intelligence (2023), more than 70% of South African households purchase their grocery and other product requirements within the informal trade. It is a significant market contributing around R197 billion of the total South African Fast-Moving Consumer Goods sector.
“There is significant opportunity to grow in the township market by offering consumers affordable quality products that are trusted, sought-after and meet their specific needs,” says Luigi Ferrini, Chief Customer Officer at Tiger Brands.
Since the launch of its township route-to-market strategy, distribution and availability of Tiger Brands products in this market has increased by more than 90%.
In addition, Tiger Brands is working with customers to create ‘Perfect Outlets’ through investments in point-of-sale marketing execution across the Tiger Brands product basket, as well as branded coolers in stores to improve cold availability of Tiger Brands’ ready-to-drink beverages.
