Sidel Supports Africa’s Rapidly Growing Beverage Markets

 In line with its commitment to Africa’s rapidly growing markets, Sidel, a global provider of liquid packaging solutions, will participate in Juice Africa 2014, the continent’s only gathering dedicated solely to Africa’s juice segment. The event, to be held in Cape Town, South Africa from April 8-10, will bring together all stakeholders from across Africa and the globe to analyse what is driving juice consumption around the continent.

“With a population of over 1 billion, Africa represents a huge opportunity for Sidel to enhance and expand its presence in one of the fastest growing markets for our business globally,“ said Terence Hobson, Managing Director, Sidel Packaging Systems, South Africa. “With its promising economic outlook, agressive infrastructure development, population growth and stable political situation, Africa is one of the best places in the world for us to present our innovative solutions which address evolving market needs.“

Hobson, a speaker at the conference, will discuss the potential for African consumers to benefit from innovative packaging solutions in the juice drinks market. Africa is witnessing an emergence of ‘middle-class‘ consumers, with greater expendable income, heightening the demand for more sophisticated products. As a result, many well-known brands are becoming more readily available throughout the continent.

“Africa is presently growing at much faster economic rates than many of the well-established developed countries, offering potential for significant growth in the liquid packaging market. We recognise these trends and aim to engage our experience, global expertise and strong market position, to enable active knowledge transfer and introduce the most innovative solutions for the various stakeholders connected with this line of business,“ Hobson added.

Africa is one of the largest growing zones in the world for Sidel’s business. According to Euromonitor statistics, 64 billion units were sold last year in the Greater Middle East and Africa Zone, among which 19 billion (around 30%) were in PET material. Fruit and Vegetable Juice market is growing in South Africa by over 3%. By the year 2017, this market is forecast to reach 538 million litres.

In recognition of the growing significance of the Middle East and Africa regions, Sidel recently invested in significant structural changes to establish the Greater Middle East and Africa Zone. With its headquarters in Dubai UAE, and an existing branch office in Johannesburg, the GMEA Zone headquarters are now home to over 90 employees including Sales, Customer Service Managers, Project Managers, Layout Designers, Fields Assistants, Planners, Coordination and Site Managers.

Sidel has production sites in 13 countries and 30,000 machines installed in more than 190 countries across the world, making it one of the largest worldwide. With over 5,500 employees worldwide, the company provides optimal PET packaging solutions for water, soft drinks, milk, sensitive products (Juice and Nectars), edible oils and alcoholic beverages including beer. It offers customers flexible and reliable production systems that are easily adaptable to market developments and future technology, supported by value-added services.