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Consumer Trends in the Oils & Fats Market in the US

  • Published:
  • 58 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Oils & Fats market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be 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 Oils & Fats market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

Consumer concerns about health clash with traditional consumption patterns and food preferences in the Oils & Fats market. Marketers are faced with a confusing landscape and need to be aware of which consumer groups to target and which trends are having an impact on the market in order to best position their products in the future.

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: oils and solid fats.
  • 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 behaviour 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

  • The top 2 retailers dominate the Oils & Fats market in the US, accounting for well over a third of volumes. For any brand seeking to achieve major scale, developing effective relationships with these retailers will be vital.
  • While not the leading Trend in the Oils category, Changing Age Structures - whereby people seek out products which specifically focus on the needs of their time of life - is having a clear impact on the market. This highlights that, periodically, consumers are likely to review their intake of Oils, given their time of life.
  • Private label products have a secure foothold in the market, having around a fifth of the market in both Oils and Solid Fats in 2011. Branded manufacturers would be well advised to act now to prevent further loss of share to these products in the future.

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 Oils & Fats 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 Oils
    • 2.2.2 Solid Fats
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Oils
    • 2.3.2 Solid Fats

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Oils
    • 3.1.2 Solid Fats
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Oils
    • 3.2.2 Solid Fats

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Oils & Fats Brand Choice and Private Label Shares
    • 4.2.1 Oils
    • 4.2.2 Solid Fats

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Oils & Fats
    • 5.1.2 Oils
    • 5.1.3 Solid Fats

6. Consumption Impact: Market Valuation

  • 6.1 Oils & Fats Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Oils & Fats 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 Oils & Fats 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 Oils & Fats
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Oils
    • 7.2.2 Retail Share by Volume - Solid Fats
  • 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 Costco Switching Analysis
    • 7.3.3 Kroger Switching Analysis
    • 7.3.4 Publix Switching Analysis
    • 7.3.5 Safeway Switching Analysis
    • 7.3.6 Wal-Mart Switching Analysis
    • 7.3.7 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Oils & Fats, by Retailer Used
    • 7.4.1 Costco
    • 7.4.2 Kroger
    • 7.4.3 Publix
    • 7.4.4 Safeway
    • 7.4.5 Wal-Mart
    • 7.4.6 Other

8. Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Oils & Fats Market
  • Table 2: United States Survey Respondent Profile (weighted), 2011
  • Table 3: United States Oils & Fats Value Share (%), by Age Groups, 2011
  • Table 4: United States Oils & Fats Value Share (%), by Gender, 2011
  • Table 5: United States Oils & Fats Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 6: United States Oils & Fats Value Share (%) by Education Level Achieved Groups, 2011
  • Table 7: United States Oils & Fats Value Share (%) by Wealth Groups, 2011
  • Table 8: United States Oils & Fats Value Share (%) by Busy Lives Groups, 2011
  • Table 9: United States Oils Consumer Group Share (% market value), 2011
  • Table 10: United States Solid Fats Consumer Group Share (% market value), 2011
  • Table 11: United States Total Oils Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 12: United States Total Solid Fats Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 13: United States Oils Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 14: United States Oils Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 15: United States Solid Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 16: United States Solid Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 17: United States Oils Consumer Profiles (% consumers by sub-group), 2011
  • Table 18: United States Solid Fats Consumer Profiles (% consumers by sub-group), 2011
  • Table 19: United States Oils & Fats Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 20: United States Oils Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 21: United States Solid Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 22: United States, Overall Oils & Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 23: United States, Oils: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 24: United States, Solid Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 25: United States Oils & Fats Market Value (US$ million), by Category, 2011
  • Table 26: United States Oils & Fats Market Volume (Kg m), by Category, 2011
  • Table 27: United States Oils & Fats Market Share (US$ million), by Category, 2011
  • Table 28: United States Oils & Fats Expenditure Per Capita (US$), by Category, 2011
  • Table 29: United States Oils & Fats Expenditure Per Household (US$), by Category, 2011
  • Table 30: United States Oils & Fats Market Volume Share (Kg m), by Category, 2011
  • Table 31: United States Oils & Fats Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 32: United States Oils & Fats Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 33: United States Oils & Fats Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 34: United States Oils Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 35: United States Solid Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 36: United States: Switchers to Costco for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 37: United States: Switchers From Costco for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 38: United States: Switchers to Kroger for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 39: United States: Switchers From Kroger for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 40: United States: Switchers to Publix for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 41: United States: Switchers From Publix for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 42: United States: Switchers to Safeway for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 43: United States: Switchers to Wal-Mart for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 44: United States: Switchers From Wal-Mart for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 45: United States: Switchers to Other for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 46: United States: Switchers From Other for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 47: United States: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
  • Table 48: United States: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
  • Table 49: United States: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
  • Table 50: United States: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
  • Table 51: United States: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 52: United States: Profile of Oils & Fats 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 Oils & Fats Value Share (%), by Age Groups, 2011
  • Figure 3: United States Oils & Fats Value Share (%), by Gender, 2011
  • Figure 4: United States Oils & Fats Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: United States Oils & Fats Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: United States Oils & Fats Value Share (%) by Wealth Groups, 2011
  • Figure 7: United States Oils & Fats Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: United States Oils Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: United States Oils Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: United States Solid Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: United States Solid Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: United States Oils & Fats Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 13: United States Oils & Fats Market Share (US$ million), by Category, 2011
  • Figure 14: United States Oils & Fats Expenditure Per Capita (US$), by Category, 2011
  • Figure 15: United States Oils & Fats Expenditure Per Household (US$), by Category, 2011
  • Figure 16: United States Oils & Fats Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 17: United States Oils Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 18: United States Solid Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 19: United States: People Who Have Switched Retailer for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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