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Published by: Mintel International Group Ltd.
Published: Jul. 1, 2007 - 103 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Resources used for consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line
- A fate entwined with that of coffee
- Troubling coffee trends afoot
- The coffee-creamer-age dilemma
- Older adults love coffee, but are more tepid toward creamer
- Younger generation has other beverage choices, but its coffee drinkers love creamer
- Cream and creamer usage location analysis paints varied picture; provides opportunity
- Shift toward non-dairy liquid propels market forward
- Trend shift away from flavored varieties to better-for-you combinations
- Major players remain the same; private label has growth potential
- Supermarkets retain stronghold
- Potential for greater in-home use with cooking/baking
- A solid future with potential
- Market Drivers
- Coffee consumption—and its tie to creamer—remains primary driver
- Figure 1: Total U.S. retail sales of coffee through FDM*, at current and constant prices, 2001-06
- Figure 2: Availability of first choice of cream/creamer, by gender, May 2007
- Cream and creamer choices driven by usage location
- Figure 3: Use of cream and creamers by type, by usage location, May 2007
- And by type of coffee
- Figure 4: Coffee use by households who use non-dairy cream substitute, 2006
- Older coffee drinkers a missed opportunity
- Figure 5: Incidence of drinking coffee, May 2007
- Figure 6: Use of cream and creamers at home, by type, by age, May 2007
- Figure 7: Amount of coffee drunk per week, May 2007
- A silver lining?
- Figure 8: Types of coffee bought, by age, August 2006
- Flavored products peak in 2006
- Figure 9: New flavored cream and creamer product releases, indexed 2001-06
- Health trends impact sales
- Figure 10: Attitudes regarding healthy eating, 2003-06
- Figure 11: Types of non-dairy cream substitutes used, light/low fat vs. regular, 2003-06
- Figure 12: Cream and creamer new product introductions, top health claims, 2002-07
- Allergen and gluten-free
- Animal welfare and organic
- Rising prices mask drop in dairy creamer unit sales—edge to non-dairy?
- Figure 13: Refrigerated dairy cream/half & half sales, by dollar value and units, 2003-06
- Figure 14: Refrigerated non-dairy creamer sales, by dollar value and units, 2003-06
- Market Size and Trends
- Market size
- Figure 15: Total U.S. retail sales of cream and creamers, at current and constant prices, 2001-06
- Market trends
- Introduction
- Figure 16: Cream and creamer new product introductions, by claim, 2001-07
- Figure 17: Use of flavored, fat-free or reduced fat and sugar-free in the last three months, May 2007 and January 2006
- Figure 18: Cream and creamer new product introductions, by flavor, 2001-07
- Figure 19: Cream and creamer new product introductions, by storage method, 2001-07
- Market Segmentation
- FDM sales of cream and creamers
- Figure 20: FDM sales of cream and creamers, segmented by type, 2004 and 2006
- Refrigerated non-dairy creamer
- Figure 21: FDM sales of refrigerated non-dairy creamer, at current and constant prices, 2001-06
- Refrigerated dairy cream/half & half
- Figure 22: FDM sales of refrigerated dairy cream/half & half, at current and constant prices, 2001-06
- Shelf stable coffee creamer
- Figure 23: FDM sales of shelf stable coffee creamer, at current and constant prices, 2001-06
- Frozen coffee creamer
- Figure 24: FDM sales of frozen coffee creamer, at current and constant prices, 2001-06
- Supply Structure
- Companies and brands
- Overview
- Figure 25: Manufacturer FDM sales of cream and creamers in the U.S., 2004 and 2006
- Figure 26: Brand preference for non-dairy cream substitutes, 2006
- Refrigerated non-dairy creamer
- Figure 27: Manufacturer brand FDM sales of refrigerated non-dairy creamer in the U.S., 2004 and 2006
- Refrigerated dairy cream/half & half
- Figure 28: Manufacturer brand FDM sales of refrigerated dairy cream/half & half in the U.S., 2004 and 2006
- Shelf stable coffee creamer
- Figure 29: Manufacturer brand FDM sales of shelf stable coffee creamer in the U.S., 2004 and 2006
- Frozen coffee creamer
- Figure 30: Manufacturer brand FDM sales of frozen coffee creamer in the U.S., 2004 and 2006
- Advertising and Promotion
- What market players are doing
- Nestlé
- Dean Foods
- Thoughts on what they could do
- Retail Distribution
- Introduction
- Figure 31: U.S. retail sales of cream and creamers, by channel, 2004 and 2006
- Supermarkets
- Figure 32: U.S. supermarket sales of cream and creamers, at current and constant prices, 2001-06
- Figure 33: Supermarket brand cream and creamers new product introductions, January 2002-May 2007
- Convenience stores
- Figure 34: U.S convenience store sales of cream and creamers, at current and constant prices, 2001-06
- Mass merchandisers
- Figure 35: U.S. mass merchandiser sales of cream and creamers, at current and constant prices, 2001-06
- Drug stores
- Figure 36: U.S. drug store sales of cream and creamers, at current and constant prices, 2001-06
- Other
- Figure 37: U.S. other retail outlet sales of cream and creamers, at current and constant prices, 2001-06
- The Consumer: Coffee Use, Creamer Use, and Use by Location
- Summary
- Coffee and creamer: usage and opportunity
- High frequency coffee drinkers a trouble spot
- Creamer types: location analysis and opportunity
- First choice of creamer
- Usage of coffee
- Figure 38: Personal use of coffee, by key demographics, May 2007
- Usage of cream and creamers
- Figure 39: Personal use of cream and creamer, by key demographics, May 2007
- Frequency of cream and creamer use
- Figure 40: Amount of coffee drunk in typical week, May 2007
- Figure 41: Usage frequency of cream and creamers, by type, at home, May 2007
- Usage of types of cream and creamers by usage location
- Figure 42: Use of cream and creamers by type, by usage location, May 2007
- Use of cream and creamers at home
- Figure 43: Use of cream and creamers by type at home, by gender, May 2007
- Figure 44: Use of cream and creamers by type at home, by age, May 2007
- Figure 45: Use of cream and creamers by type at home by income, May 2007
- Figure 46: Use of cream and creamers by type at home by race/ethnicity, May 2007
- Figure 47: Use of cream and creamers by type at home, by children in HH, May 2007
- Usage of cream and creamers at the office
- Figure 48: Use of cream and creamers by type at the office, by gender, May 2007
- Figure 49: Use of cream and creamers by type at the office, by age, May 2007
- Figure 50: Use of cream and creamers by type away at the office by income, May 2007
- Usage of cream and creamers at a coffeehouse
- Figure 51: Use of cream and creamers by type at a coffeehouse, by age, May 2007
- Figure 52: Use of cream and creamers by type at a coffeehouse by race/ethnicity, May 2007
- Usage of cream and creamers at a gas station/convenience store
- Figure 53: Use of cream and creamers by type at a gas station/convenience store, by age, May 2007
- Usage of cream and creamers at a restaurant
- Figure 54: Use of cream and creamers by type at a restaurant, by gender, May 2007
- Figure 55: Use of cream and creamers by type at a restaurant by race/ethnicity, May 2007
- Availability of first choice of cream/creamer
- Figure 56: Availability of first choice of cream/creamer, by gender, May 2007
- Figure 57: Availability of first choice of cream/creamer, by age, May 2007
- The Consumer: Cream and Creamer Types, Flavors, and Usages
- Summary
- Creamer types: usage and opportunity
- Usage of creamer “beyond coffee”
- Types of cream-type or whitener-type products in the last three months
- Figure 58: Types of cream-type or whitener-type products in the last three months, by gender, May 2007
- Figure 59: Types of cream-type or whitener-type products in the last three months, by age May 2007
- Figure 60: Types of cream-type or whitener-type products in the last three months, by HH income, May 2007
- Figure 61: Types of cream-type or whitener-type products in the last three months, by race/ethnicity, May 2007
- Flavored cream and creamers products
- Figure 62: Cream-type or whitener-type flavors purchased in last three months, May 2007
- Usage of cream and creamer products by usage application
- Figure 63: Use of cream and creamers by usage application, May 2007
- Usage of milk by usage application
- Figure 64: Usage applications of milk, by gender, May 2007
- Figure 65: Usage applications of milk, by age, May 2007
- Figure 66: Usage applications of milk, by household income, May 2007
- Figure 67: Usage applications of milk, by race/ethnicity, May 2007
- Usage of powdered creamer by usage application
- Figure 68: Usage applications of powdered creamer, by age May 2007
- Figure 69: Usage applications of powdered creamer, by HH income, May 2007
- Figure 70: Usage applications of powdered creamer, by race/ethnicity, May 2007
- Usage of liquid non-dairy creamer by usage application
- Figure 71: Usage applications of liquid non-dairy creamer, by gender, May 2007
- Figure 72: Usage applications of liquid non-dairy creamer, by age May 2007
- Usage of half & half by usage application
- Figure 73: Usage applications of half & half, by age May 2007
- Figure 74: Usage applications of half & half, by HH income, May 2007
- Usage of cream by usage application
- Figure 75: Usage applications of cream, by age May 2007
- Figure 76: Usage applications of cream, by HH income, May 2007
- Figure 77: Usage applications cream, by race/ethnicity, May 2007
- Usage of soy milk by usage application
- Figure 78: Usage applications of soy milk, by gender, May 2007
- Figure 79: Usage applications of soy milk, by age May 2007
- Figure 80: Usage applications of soy milk, by race/ethnicity, May 2007
- Future and Forecast
- Future trends
- Among teens and young adults, coffee may be losing out to energy drinks
- Figure 81: Consumption of energy drinks, January-October 2006
- Cooperation between coffee industry and creamer industry advocated
- Trends shift from flavors to BFY
- Figure 82: Types of non-dairy cream substitutes used, light/low fat vs. regular, 2003-06
- Figure 83: Use of flavored, fat-free or reduced fat and sugar-free in the last three months, May 2007 and January 2006
- Figure 84: Top food and beverage claims - GNPD, June 2006-June 2007
- Opportunities exist for cream and creamers beyond coffee
- Cooking opportunities
- Figure 85: Use of cream and creamers by usage application, May 2007
- Tea anyone?
- Combination creamer-coffee products
- Milk prices to rise
- Figure 86: Refrigerated dairy cream/half & half sales, by dollar value and units, 2003-06
- Market forecast
- Cream and creamers market
- Figure 87: Forecast of total U.S. retail sales of cream and creamers, at current and constant prices, 2007-12
- Figure 88: Forecast of retail sales of cream and creamers, at current and constant prices, 2007-12
- Refrigerated non-dairy creamer
- Figure 89: Forecast of U.S. fdm sales of refrigerated nondairy creamer, at current and constant prices, 2007-12
- Refrigerated dairy cream/half & half
- Figure 90: Forecast of U.S. fdm sales of refrigerated dairy cream/half & half, at current and constant prices, 2007-12
- Shelf stable coffee creamer
- Figure 91: Forecast of U.S. fdm sales of shelf stable coffee creamer, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
AbstractThis report focuses on the main obstacles and opportunities in the cream and creamer market. Mintel presents unique insights on how manufacturers can boost sales through niche targeting efforts, and increase exposure through out-of-home placement opportunities.
Six years of specific sales data give you a factual and impartial presentation of the market as a whole, including performance of individual sectors in the market. Exclusive consumer research shows the attitudes, needs and behavior of cream and creamer consumers, with results analyzed by demographic characteristics. Details on the major companies and brands update you on competitor products and strategies, while a five-year forecast of cream and creamer sales reveals potential opportunities for growth and product development.
Growth from flavor varieties peaked in 2003 and 2004, but this growth has slowed, despite attempts by manufacturers to rotate flavors. Rising dairy prices threaten the cream segment but provide opportunity in non-dairy products, as consumers look for lower-cost alternatives.
The challenges remain of attracting and retaining older consumers, who drink more black coffee, and younger consumers who are being lured away by other beverages such as energy drinks. This leaves women, blacks and Hispanics as the primary consumers for the category.
In this report, Mintel analyzes cream and creamer in four segments:
- Refrigerated dairy cream/half & half
- Refrigerated non-dairy creamer
- Shelf-stable creamer
- Frozen creamer
Not included in this report are coffee mixes (such as General Foods’ International Coffee); instant, ground or whole-bean coffee; milk; soy milk; sugar; artificial sweeteners; or syrups and other products used to flavor or sweeten coffee. Also excluded are specialty creams such as clotted cream, Devonshire cream, and double cream, as well as whipped toppings.
This report contains US IRI InfoScan data
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