SOUTH AFRICAN BOTTLED WATER INDUSTRY LANDSCAPE REPORT

COMPILED: MARCH 2019

Insight Survey is a South African B2B market research company with more than 10 years experience, focusing on

business-to-business (B2B) and industry research to ensure smarter, more-profitable business decisions are made

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COMPANY OVERVIEW

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FOOD AND BEVERAGES INDUSTRY REPORT CLIENTS

Our Food and Beverages Industry Landscape reports have been purchased by global and South African companies:

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REPORT OVERVIEW

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The South African Bottled Water Industry Landscape Report (122 pages) provides a dynamic synthesis of industry research,

examining the local and global Bottled Water Industry from a uniquely holistic perspective, with detailed insights into the entire value

chain – from manufacturing to retailing, market size trends, industry trends, industry drivers and challenges, competitor and pricing

analysis.

For the Global Bottled Water Industry Section:

What are the current market dynamics of the Global Bottled Water Industry?

What are the key markets within the Global Bottled Water Industry?

What are the Global Bottled Water Industry trends, drivers, and challenges?

For the South African Bottled Water Industry Section:

What are the current market dynamics (imports, exports, market size, market value, market volumes: 2013-2018 Actual, 2019-

2023 Forecasts, distribution channels) of the South African Bottled Water Industry?

What are the South African Bottled Water Industry trends, drivers, and challenges?

Who are the key manufacturing players in the South African Bottled Water Industry?

For the South African Retail and Pricing Analysis Section:

Who are the key retail players (retail outlets, independent retailers, and supermarkets) in the South African Bottled Water

Industry?

What are the prices of the most frequently purchased Bottled Water brands (still, sparkling, flavoured and functional) across

South African retail outlets?

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

SCREENSHOTS FROM REPORT

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122 page report filled with detailed charts, graphs, tables and insights

❑ In the US, consumers are moving away from sugary beverages, such

as carbonated soft drinks, and opting for healthier beverages.

❑ Moreover, there has been an expansion in terms of the Flavoured

Bottled Water category. The Flavoured Bottled Water category has

experienced dynamic growth with a variety of new flavours being

launched into the US market. Popular brands within the category

include La Croix as well as private labels.

❑ The popularity of Flavoured Bottled Water is also evident in Mexico and

Canada. In Mexico, there has been increasing product development in

the form of new Bottled Water flavours and ingredients. Some of the

flavours include coconut mint, lychee, cucumber, and strawberry and

lychee, amongst others. Similarly, Canadians are opting for Flavoured

Bottled Water as an alternative to carbonated soft drinks.

❑ Additionally, premiumisation is an emerging trend within the North

American Bottled Water market. Bottled Water companies have been

positioning their products as premium by focusing on health and

product innovation. This trend appeals to the continuous global health

trend consumers have been adopting. Some examples of such brands

include, Perrier, San Pellegrino, Montclair, Evian, and Fiji.

4. North America

❑ Globally, the fourth largest Bottled Water market is North America.

In 2018, Bottled Water retail sales in terms of off-trade volume in

North America amounted to 36,922 million litres, which was

approximately 13% of global sales.

❑ The North American Bottled Water market has been saturated

since volumes exceeded 11.7 billion gallons in 2015. However,

consumer demand maintains the steady growth and high per

capita consumption of the market.

❑ Growth in the market is further driven by health concerns

regarding sugary beverages, popularity of Flavoured Bottled

Water, preference for bulk water packaging formats, new product

development, and premiumisation of Bottled Water.

❑ In this region, the United States (US) is the largest Bottled Water

market in terms of consumption, followed by Mexico and Canada.

❑ Currently, the Bottled Water market is dominated by The Coca-

Cola Company, Pepsi Co, Parle Bisleri Ltd, Groupe Danone SA,

Nestlé Waters, and Tibet 5100 Water Resource Holdings Ltd,

amongst others.

❑ As evident in other regional Bottled Water markets, consumers

are opting for healthier beverage options is having a big impact on

the beverage industry.

GLOBAL KEY MARKETSNORTH AMERICA

7Source: Euro1; 360RR; Euro2; Bloomberg; Euro3; Euro4; MI; BD1; BD2; MW; QZ Image Source: VectorStock; IconArchive; FlatIcon; Vexels

SAMPLE FROM REPORT: SA INDUSTRY DRIVERS

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Global ‘Smartwater’ Success To Drive the SA Market

❑ One of the world’s leading Bottled Water brands, Glacéau

Smartwater, was released into the South African market in

January of 2019. The global success of the brand is set to drive

Bottled Water sales in the South African context.

❑ The product is manufactured by evaporating water, which

removes impurities, and then condensing the vapour back into

water. This condensed water is then re-mineralised with

electrolytes in order to produce a cleaner and purer taste.

❑ Already successful in the United Kingdom, Australia, and India,

the product has been launched in South Africa to appeal to

“aware”, on-the-go consumers. The product is positioned as both

a status symbol, as well as a functional beverage product, due to

its unique look and taste.

❑ Currently only available in selected grocery and garage stores in

Durban, Cape Town, and Johannesburg City Centre, the entry of

this global brand into the South African market is likely to drive

interest in, and therefore sales of, Bottled Water in South Africa.

South African Drought Conditions Drive Sales

❑ Despite the avoidance of “Day Zero” in Cape Town, and the

associated drop in Bottled Water sales as a result, drought

conditions in South Africa continue to drive demand for Bottled

Water.

❑ Recently, the Free State province was declared a drought disaster

area, indicating the severity to which water shortages are

negatively impacting the area.

❑ In addition, Beaufort West, a town in the Western Cape,

experienced a water crisis in late 2018 due to the Gamka Dam

running dry, as well as 12 out of a total of 39 additional sources of

water for the town also running out.

❑ As a result, there was an influx of Bottled Water donations from

other regions. Typically, residents are pouring water from five litre

bottles into both reservoirs, as well as local water sources, in an

attempt to improve the water availability situation for the town.

❑ This is a good example of how drought conditions throughout

South Africa can help to drive Bottled Water sales, either for

consumers themselves or through donations for drought stricken

communities.

Source: TheSouthAfrican; News24; Citizen; FreshPlaza Image Source: Walmart; Pixabay

• Bonaqua range

• Glacéau Vitamin Water

• Schweppes

• Valpré

COCA-COLA’S BOTTLED WATER BRANDS/PRODUCTS

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Established in 1886, The Coca-Cola Company is one of

the largest global manufacturers and distributors of a

wide range of beverage products.

❑ The Coca-Cola Company is a global business that operates

through various local channels. Coca-Cola comprises of their

company, as well as approximately 250 bottling partners across

the world.

❑ Coca-Cola Beverages South Africa (CCBSA) was formed in 1938

and is the South African based subsidiary of Coca-Cola

Beverages Africa (CCBA) and accounts for 70% of CCBA’s

volume being produced and sold in South Africa.

❑ CCBSA mainly operates in four areas including Inland, Coastal,

North, and Gauteng. Additionally, there are 13 manufacturing

plants across South Africa, with their main head office situated in

Port Elizabeth.

❑ Coca-Cola manufactures and distributes beverage bases,

concentrates, and syrups to their bottling partners. Additionally,

Coca-Cola owns the brands and are responsible for marketing

initiatives of those brands.

❑ Within their beverage bases category, the brand portfolio is

divided into still and sparkling beverages. Within beverages, they

have Bottled Waters, juices, and iced tea, amongst others. Their

Bottled Water brands include, Bonaqua, Glacéau Vitaminwater,

Schweppes, and Valpré.

SAMPLE FROM REPORT: SA MANUFACTURER: COCA-COLA OVERVIEW

Source: Coca-Cola1; Coca-Cola2; Coca-Cola3; Coca-Cola4; Coca-Cola5; Coca-Cola6; Coca-Cola7 Image Source: Coca-Cola; Valpré; Bonaqua; Glacéau; Schweppes

H2O Stores:

2019: 30+ SA Stores

Established in 1994, H2O is one of the leading water

purification companies in Southern Africa, focusing on

improving health, the quality of lives, and the well-being

of their customers.

❑ The company has established a network of 65 franchises, service

technicians, stockists, and sales consultants located across South

Africa, as well as Botswana, Kenya, Lesotho, Mauritius,

Mozambique, Namibia, Nigeria, Swaziland, Zambia, and

Zimbabwe.

❑ H2O International provides mainly to the hospitality and

agricultural section, as well as offices and households.

❑ The company uses a unique multi-stage water purification system

with their Granular Activated Carbon (GAC)/ Kinetic Degradation

Fluxion (KDF) cartridge specifically designed to purify municipal

water, as confirmed by multiple scientific institutions.

❑ Their product offerings include water purifiers and filters, hot and

cold water dispensers, food-waste disposers, and accessories,

such as replacement cartridges and filters, and refillable water

containers. In addition, they also offer appliances, such as ice and

coffee machines, bar fridges, and carbonators, amongst others.

❑ H2O International offers in-store refills for water bottles and

containers. Furthermore, they also offer purified Bottled Water in

Still or Sparkling variants, which are available in pack sizes of

500ml and 1 litre glass bottles.

Source: Franchise Established; H2O About; H2O Purify; H2O Refill; H2O Water; H2O Locations Image Source: H2O; H2O Still; H2O Sparkling; H2O Container

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SAMPLE FROM REPORT: SA RETAIL BOTTLED WATER BARS: H2O INTERNATIONAL

This pricing analysis was conducted at retail stores and supermarkets during w/c 18 February 2019.

BRAND AND SIZE 5L

Acqua Panna

Natural Mineral

Water

500ml N/A N/A N/A N/A R16.99 N/A N/A N/A

750ml N/A N/A N/A N/A N/A N/A N/A R36.49

1L N/A N/A N/A N/A R26.99 N/A N/A N/A

Aquartz Still

Mineral Water

500ml R6.99 N/A N/A N/A R6.99 R6.49 N/A N/A

750ml N/A N/A N/A N/A R9.99 N/A N/A N/A

1.5L R11.99 N/A N/A N/A R11.99 R11.99 N/A N/A

5L R22.99 N/A R23.29 N/A R23.49 N/A N/A N/A

aQuellé

Still Mineral Water

500ml R4.99 R5.99 R5.49 N/A R5.49 R4.99 R5.49 N/A

6 x 500ml R28.99 R24.99 N/AR21.00

(Special)R29.49 R28.99 R29.99 N/A

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SAMPLE FROM REPORT: SOUTH AFRICAN STILL BOTTLED WATER PRICING ANALYSIS

1. Executive Summary (3 pages):

1.1 Global Industry Snapshot

1.2 South African Industry Snapshot

1.3 Industry Drivers & Restraints

2. Global Bottled Water Industry (18 pages):

2.1 Global Bottled Water Industry Overview (18 pages)

2.1.1 Global Industry Overview

2.1.2 Global Market Environment

2.1.4 Global Key Markets: Regional Overview: BOTTLED WATER OFF-TRADE RETAIL SALES BY REGION: 2018 (IN MILLION LITRES) (Graph)

2.1.5 Global Key Markets: Asia Pacific

2.1.6 Global Key Markets: Middle East and Africa

2.1.7 Global Key Markets: Europe

2.1.8 Global Key Markets: North America

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2. Global Bottled Water Industry Continued (18 pages):

2.1 Global Bottled Water Industry Overview (18 pages)

2.1.9 Global Industry Trade: HS2201 Imports: GLOBAL HS2201 IMPORT VALUE: 2014-2018 (IN US$ MILLION); TOP 5 HS2201 IMPORTING COUNTRIES: 2018** (IN US$

MILLION) (Graphs)

2.1.10 Global Industry Trade: HS2201 Exports: GLOBAL HS2201 EXPORT VALUE: 2014-2018 (IN US$ MILLION); TOP 5 HS2201 EXPORTING COUNTRIES: 2018** (IN US$

MILLION) (Graphs)

2.1.11 Global Industry Trade: HS220210 Imports: GLOBAL HS220210 IMPORT VALUE: 2014-2018 (IN US$ MILLION); TOP 5 HS220210 IMPORTING COUNTRIES: 2018** (IN US$

MILLION) (Graphs)

2.1.12 Global Industry Trade: HS220210 Exports: GLOBAL HS220210 IMPORT VALUE: 2014-2018 (IN US$ MILLION); TOP 5 HS220210 EXPORTING COUNTRIES: 2018** (IN US$

MILLION) (Graphs)

2.1.13 Global Industry Trends

2.1.14 Global Industry Drivers

2.1.15 Global Industry Challenges

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3. South African Bottled Water Industry (47 pages):

3.1 South African Bottled Water Industry Overview (27 pages)

3.1.1 South African Industry Overview

3.1.2 South African Market Environment

3.1.3 South African Bottled Water Trade: SOUTH AFRICAN WATER (HS 2201) IMPORTS: 2014-2018 (IN ZAR MILLION); SOUTH AFRICAN WATER (HS 2201) EXPORTS: 2014-2018

(IN ZAR MILLION); SOUTH AFRICAN WATER (HS 220210) IMPORTS: 2014-2018 (IN ZAR MILLION); SOUTH AFRICAN WATER (HS 220210) EXPORTS: 2014-2018 (IN ZAR

MILLION (Graphs)

3.1.4 South African Industry Market: South African Bottled Water Definitions

3.1.5 South African Industry Market: South African Bottled Water Distribution Channel Definitions

3.1.6 South African Industry Market: South African Bottled Water Market Definitions

3.1.7 South African Industry Market Size: Bottled Water Market (2013-2018): VALUE OF SOUTH AFRICAN BOTTLED WATER MARKET: 2013-2018 (IN ZAR MILLION); SOUTH

AFRICAN BOTTLED WATER MARKET CAGR AND TOTAL GROWTH (IN PERCENTAGE) (Graph and Table)

3.1.8 South African Industry Market Size: Bottled Water Market (2013-2018: By Category): VALUE OF SOUTH AFRICAN BOTTLED WATER MARKET BY CATEGORY: 2013-

2018 (IN ZAR MILLION) (Graph)

3.1.9 South African Industry Market Size: Still Bottled Water Market (2013-2018: By Sub-Category): VALUE OF SOUTH AFRICAN STILL BOTTLED WATER MARKET BY

CATEGORY: 2013-2018 (IN ZAR MILLION) (Graph)

3.1.10 South African Industry Market Size: Carbonated Bottled Water Market (2013-2018: By Sub-Category): VALUE OF SOUTH AFRICAN CARBONATED BOTTLED

WATER MARKET BY CATEGORY: 2013-2018 (IN ZAR MILLION) (Graph)

3.1.11 South African Industry Market Size: Bottled Water Market (Forecast: 2019*-2023*): VALUE OF SOUTH AFRICAN BOTTLED WATER MARKET: 2018 & 2023* (IN ZAR

MILLION); SOUTH AFRICAN BOTTLED WATER MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Graph and Table)

3.1.12 South African Industry Market Size: Bottled Water Market Volumes (2013-2023*): RETAIL VOLUME OF SOUTH AFRICAN BOTTLED WATER MARKET: 2013-2023*

(Table)

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3. South African Bottled Water Industry Continued (47 pages):

3.1 South African Bottled Water Industry Overview (27 pages)

3.1.13 South African Market Environment: Top Bottled Water Companies: TOP BOTTLED WATER COMPANIES IN SOUTH AFRICA: 2018 (REVENUE SHARE IN ZAR MILLION;

TOP BOTTLED WATER COMPANIES: 2013 VS 2018 (Graph and Table)

3.1.14 South African Market Environment: Top Bottled Water Companies (Per Category): TOP BOTTLED WATER COMPANIES (PER CATEGORY) IN 2018 (Graph)

3.1.16 South African Market Environment: Top Bottled Water Brands: TOP BOTTLED WATER BRANDS IN SOUTH AFRICA: 2018 (REVENUE SHARE IN ZAR MILLION); TOP

BOTTLED WATER BRANDS: 2013 VS 2018 (Graph and Tables)

3.1.17 South African Market Environment: Top Bottled Water Brands (Per Category): TOP BOTTLED WATER BRANDS (PER CATEGORY) IN 2018 (Table)

3.1.19 South African Market Environment: Bottled Water Distribution Channels: CHANNEL DISTRIBUTION FOR BOTTLED WATER PRODUCTS: 2018 (IN PERCENTAGE);

CHANNEL DISTRIBUTION (2013 AND 2018) BY OUTLET TYPE (Graph and Table)

3.1.20 South African Industry Trends

3.1.21 South African Industry Drivers

3.1.22 South African Industry Challenges

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3. South African Bottled Water Industry Continued (47 pages):

3.2 South African Bottled Water Manufacturing Overview (20 pages)

3.2.1 aQuellé (Ekhamanzi Springs): Overview and Bottled Water Brands/Products

3.2.2 Bené: Overview and Bottled Water Brands/Products

3.2.3 Cape Aqua: Overview and Bottled Water Brands/Products

3.2.4 Chill Beverages International: Overview and Bottled Water Brands/Products

3.2.5 Clover: Overview

3.2.6 Clover: Financial Performance: KEY RESULTS FROM THE ANNUAL INTEGRATED REPORT (IN ZAR THOUSAND)*; CLOVER REVENUE FOR THE YEAR ENDED 30 JUNE

2018 (IN ZAR BILLION)* (Table and Graph)

3.2.7 Clover: Bottled Water Brands/Products

3.2.8 Coca-Cola: Overview

3.2.9 Coca-Cola: Financial Performance: KEY RESULTS FROM THE FOURTH QUARTER AND FULL YEAR REPORT (IN US$ MILLION); COCA-COLA REVENUE BY

GEOGRAPHICAL AREA FOR THE YEAR ENDED 31 DECEMBER 2018 (IN US$ BILLION) (Table and Graph)

3.2.10 Coca-Cola: Bottled Water Brands/Products

3.2.11 DGB (Pty) Ltd: Overview and Bottled Water Brands/Products

3.2.12 Pioneer Foods: Overview and Bottled Water Brands/Products

3.2.13 Pioneer Foods: Financial Performance: KEY RESULTS FROM THE ANNUAL FINANCIAL REPORT (IN ZAR MILLION); REVENUE FOR PIONEER FOODS BY DIVISION FOR

THE YEAR ENDED 30 SEPTEMBER 2018 (IN US$ BILLION) (Table and Graph)

TABLE OF CONTENTS

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3. South African Bottled Water Industry Continued (47 pages):

3.2 South African Bottled Water Manufacturing Overview (20 pages)

3.2.14 Softbev: Overview and Bottled Water Brands/Products

3.2.15 Stafford Bros & Draeger: Overview and Bottled Water Brands/Products

3.2.16 Tsitsikamma Crystal: Overview and Bottled Water Brands/Products

3.2.17 South African Bottled Water Manufacturing and Distributors: Other

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4. South African Bottled Water Retail Analysis (30 pages):

4.1 South African Bottled Water Retail Overview (24 pages)

4.1.1 South African Bottled Water Supermarket Overview (13 pages)

4.1.1.1 South African Retail Overview

4.1.1.2 Checkers: Overview

4.1.1.3 Food Lover’s Market: Overview

4.1.1.4 Food Lover’s Market: Bottled Water Brands/Products

4.1.1.5 Massmart: Overview: MASSMART DIVISIONAL SALES FOR THE 26 WEEKS ENDED 1 JULY 2018 (IN ZAR BILLIONS) (Graph)

4.1.1.6 Pick n Pay: Overview: PICK N PAY TURNOVER FOR 26 WEEKS TO 26 AUGUST 2018 (IN ZAR BILLION) (Graph)

4.1.1.7 Pick n Pay: Bottled Water Brands/Products

4.1.1.8 Shoprite: Overview: SHOPRITE SALES OF MERCHANDISE FOR THE 52 WEEKS ENDED 1 JULY 2018 (IN ZAR BILLION) (Graph)

4.1.1.9 Shoprite Checkers: Bottled Water Brands/Products

4.1.1.10 Spar: Overview: SPAR GROUP TURNOVER FOR YEAR ENDED SEPTEMBER 2018 (IN ZAR BILLION) (Graph)

4.1.1.12 Spar: Bottled Water Brands/Products

4.1.1.13 Woolworths: Overview: WOOLWORTHS HOLDINGS LIMITED TURNOVER AND CONCESSIONAL SALES FOR THE YEAR ENDED 24 JUNE 2018 (IN ZAR BILLION) (Graph)

4.1.1.14 Woolworths: Bottled Water Brands/Products

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TABLE OF CONTENTS

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4. South African Bottled Water Retail Analysis (30 pages):

4.2.1 South African Convenience Stores (6 pages)

4.2.1.1 Bonjour, La Boutique and Thrupps (Total): Overview

4.2.1.2 BP Express and Pick n Pay Express (BP): Overview

4.2.1.3 Freshstop (Caltex): Overview

4.2.1.4 Quickshop and Woolworths Foodstop (Engen): Overview

4.2.1.5 Sasol Delight (Sasol): Overview

4.2.1.6 Shell Select and Spar Express (Shell): Overview

4.3.1 South African Retail Water Bars (5 pages)

4.3.1.1 Eish2O: Overview

4.3.1.2 H2O International: Overview

4.3.1.3 Perfect Water: Overview

4.3.1.4 RO Water Systems: Overview

4.3.1.5 RO3 Oasis: Overview

4. South African Bottled Water Retail Analysis (30 pages):

4.2 South African Bottled Water Pricing Analysis (6 pages)

4.2.1 South African Still Bottled Water Pricing Analysis: Acqua Panna Natural Mineral Water, Aquartz Still Mineral Water, aQuellé Still Mineral Water, Bené Still

Mineral Water, Bonaqua, Bonaqua Pump, Cape Aqua Still, Ceres, evian Mineral Water, Henties Spring Water, Housebrand – Still Water, Nestlé Pure Life

Mineral Water, Thirsti, Tstitsikamma Crystal, Valpré Still Mineral Water - Comparative Pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite,

Spar, and Woolworths

4.2.2 South African Sparkling Bottled Water Pricing Analysis: Aquartz Sparkling, aQuellé Sparkling Mineral Water, Bené Sparkling Water, Cape Aqua Sparkling,

Ceres, Fitch & Leedes Club Soda, Housebrand – Soda Water, Housebrand – Sparkling Water, Jive Soda Water, Nestlé Sparkling, San Pellegrino,

Schweppes Soda Water, Thirsti, Tsitsikamma Sparkling, Valpré Sparkling Mineral Water - Comparative Pricing at Checkers, Food Lover’s Market, Game, Makro, Pick

n Pay, Shoprite, Spar, and Woolworths

4.2.3 South African Flavoured and Functional Bottled Water Pricing Analysis: aQuellé Sparkling Flavoured Drink, aQuellé Sparkling Flavoured Drink Lite, aQuellé

Still, Bonaque Sparkling, Bonaqua Still, Buchulife Natural Sparkling Herbal Water, Cape Aqua Sparkling Flavoured, Glaceau Vitaminwater, Housebrand –

Sparkling Flavoured Water, Tsitsikamma Crystal Flavoured – Comparative Pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite, Spar, and

Woolworths

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