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Consumer Trends in the Dairy Market in the US

  • Published:
  • 92 Pages
  • Canadean

Summary

Why was the report written?

Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Dairy market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increased amount of discount and own-brand products. A majority of the Dairy products such as Milk, Yoghurt, Butter and Cheese are considered essential items and therefore the recession has affected their consumption patterns marginally relative to other Dairy products such as Puddings/Desserts.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: the Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts and Yoghurt markets.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

Market valuation indicates per capita expenditure on Cheese is the highest in the Dairy market, closely followed by Milk. Cream is the least purchased Dairy item in value terms.

Almost half of the volume of Milk distributed in the US is private label. In contrast private labels have a penetration of only 16% in Cheese and 11% in Yoghurt, indicating that they have struggled to gain market share in value-added Dairy product categories. However, these market shares may grow as private labels become increasingly accepted by US consumers and the country's economy remains relatively weak.

Not only do a large proportion of US consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

Table of Contents

1 Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3 End Consumers
    • 1.2.4 Volume Units and Aggregations
    • 1.2.5 Population Profiles (for interpretation of tables and charts)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Dairy Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Butter & Spreadable Fats
    • 2.2.2 Cheese
    • 2.2.3 Cream
    • 2.2.4 Milk
    • 2.2.5 Puddings/desserts
    • 2.2.6 Yoghurt
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Butter & Spreadable Fats
    • 2.3.2 Cheese
    • 2.3.3 Cream
    • 2.3.4 Milk
    • 2.3.5 Puddings/desserts
    • 2.3.6 Yoghurt

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Butter & Spreadable Fats
    • 3.1.2 Cheese
    • 3.1.3 Cream
    • 3.1.4 Milk
    • 3.1.5 Puddings/desserts
    • 3.1.6 Yoghurt
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Butter & Spreadable Fats
    • 3.2.2 Cheese
    • 3.2.3 Cream
    • 3.2.4 Milk
    • 3.2.5 Puddings/desserts
    • 3.2.6 Yoghurt

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Dairy Brand Choice and Private Label Shares
    • 4.2.1 Butter & Spreadable Fats
    • 4.2.2 Cheese
    • 4.2.3 Cream
    • 4.2.4 Milk
    • 4.2.5 Puddings/desserts
    • 4.2.6 Yoghurt

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Dairy
    • 5.1.2 Butter & Spreadable Fats
    • 5.1.3 Cheese
    • 5.1.4 Cream
    • 5.1.5 Milk
    • 5.1.6 Puddings/desserts
    • 5.1.7 Yoghurt

6 Consumption Impact: Market Valuation

  • 6.1 Dairy Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Dairy Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Dairy Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share

  • 7.1 Retailer Volume Share
    • 7.1.1 Retailer Volume Share in Dairy
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Butter & Spreadable Fats
    • 7.2.2 Retail Share by Volume - Cheese
    • 7.2.3 Retail Share by Volume - Cream
    • 7.2.4 Retail Share by Volume - Milk
    • 7.2.5 Retail Share by Volume - Puddings/desserts
    • 7.2.6 Retail Share by Volume - Yoghurt
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 Ahold Switching Analysis
    • 7.3.3 C&S Wholesale Grocers Switching Analysis
    • 7.3.4 Costco Switching Analysis
    • 7.3.5 Kroger Switching Analysis
    • 7.3.6 Publix Switching Analysis
    • 7.3.7 Safeway Switching Analysis
    • 7.3.8 Supervalu Switching Analysis
    • 7.3.9 Wal-Mart Switching Analysis
    • 7.3.10 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Dairy, by Retailer Used
    • 7.4.1 Costco
    • 7.4.2 Kroger
    • 7.4.3 Publix
    • 7.4.4 Safeway
    • 7.4.5 Supervalu
    • 7.4.6 Wal-Mart
    • 7.4.7 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Dairy Market
  • Table 2: United States Survey Respondent Profile (weighted), 2011
  • Table 3: United States Dairy Value Share (%), by Age Groups, 2011
  • Table 4: United States Dairy Value Share (%), by Gender, 2011
  • Table 5: United States Dairy Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 6: United States Dairy Value Share (%) by Education Level Achieved Groups, 2011
  • Table 7: United States Dairy Value Share (%) by Wealth Groups, 2011
  • Table 8: United States Dairy Value Share (%) by Busy Lives Groups, 2011
  • Table 9: United States Butter & Spreadable Fats Consumer Group Share (% market value), 2011
  • Table 10: United States Cheese Consumer Group Share (% market value), 2011
  • Table 11: United States Cream Consumer Group Share (% market value), 2011
  • Table 12: United States Milk Consumer Group Share (% market value), 2011
  • Table 13: United States Puddings/desserts Consumer Group Share (% market value), 2011
  • Table 14: United States Yoghurt Consumer Group Share (% market value), 2011
  • Table 15: United States Total Butter & Spreadable Fats Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: United States Total Cheese Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: United States Total Cream Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: United States Total Milk Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: United States Total Puddings/desserts Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 20: United States Total Yoghurt Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 21: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 22: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 23: United States Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 24: United States Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 25: United States Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 26: United States Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 27: United States Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 28: United States Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 29: United States Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 30: United States Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 31: United States Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 32: United States Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 33: United States Butter & Spreadable Fats Consumer Profiles (% consumers by sub-group), 2011
  • Table 34: United States Cheese Consumer Profiles (% consumers by sub-group), 2011
  • Table 35: United States Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 36: United States Milk Consumer Profiles (% consumers by sub-group), 2011
  • Table 37: United States Puddings/desserts Consumer Profiles (% consumers by sub-group), 2011
  • Table 38: United States Yoghurt Consumer Profiles (% consumers by sub-group), 2011
  • Table 39: United States Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 40: United States Butter & Spreadable Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 41: United States Cheese Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 42: United States Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 43: United States Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 44: United States Puddings/desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 45: United States Yoghurt Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 46: United States, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 47: United States, Butter & Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 48: United States, Cheese: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 49: United States, Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 50: United States, Milk: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 51: United States, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 52: United States, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 53: United States Dairy Market Value (US Dollar million), by Category, 2011
  • Table 54: United States Dairy Market Volume (Kg m), by Category, 2011
  • Table 55: United States Dairy Market Share (US$ million), by Category, 2011
  • Table 56: United States Dairy Expenditure Per Capita (US Dollar), by Category, 2011
  • Table 57: United States Dairy Expenditure Per Household (US Dollar), by Category
  • Table 58: United States Dairy Market Volume Share (Kg m), by Category, 2011
  • Table 59: United States Dairy Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 60: United States Dairy Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 61: United States Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 62: United States Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 63: United States Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 64: United States Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 65: United States Milk Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 66: United States Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 67: United States Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 68: United States Switchers to Ahold for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: United States Switchers to C&S Wholesale Grocers for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 70: United States Switchers From C&S Wholesale Grocers for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 71: United States Switchers to Costco for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 72: United States Switchers From Costco for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 73: United States Switchers to Kroger for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 74: United States Switchers From Kroger for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 75: United States Switchers to Publix for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 76: United States Switchers From Publix for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 77: United States Switchers to Safeway for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 78: United States Switchers From Safeway for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 79: United States Switchers to Supervalu for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 80: United States Switchers From Supervalu for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 81: United States Switchers to Wal-Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 82: United States Switchers From Wal-Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 83: United States Switchers to Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 84: United States Switchers From Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 85: United States Profile of Dairy Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
  • Table 86: United States Profile of Dairy Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
  • Table 87: United States Profile of Dairy Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
  • Table 88: United States Profile of Dairy Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
  • Table 89: United States Profile of Dairy Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2011
  • Table 90: United States Profile of Dairy Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 91: United States Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: United States Dairy Value Share (%), by Age Groups, 2011
  • Figure 3: United States Dairy Value Share (%), by Gender, 2011
  • Figure 4: United States Dairy Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: United States Dairy Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: United States Dairy Value Share (%) by Wealth Groups, 2011
  • Figure 7: United States Dairy Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: United States Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: United States Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: United States Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: United States Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: United States Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: United States Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: United States Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: United States Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: United States Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 19: United States Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 20: United States Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 21: United States Dairy Market Share (US$ million), by Category, 2011
  • Figure 22: United States Dairy Expenditure Per Capita (US$), by Category, 2011
  • Figure 23: United States Dairy Expenditure Per Household (US$), by Category
  • Figure 24: United States Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 25: United States Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 26: United States Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 27: United States Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 28: United States Milk Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 29: United States Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 30: United States Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 31: United States People Who Have Switched Retailer for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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