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Published by: Business Insights
Published: Jan. 1, 2001 - 160 Pages
Table of Contents
Executive Summary
- What's driving the dairy market?
- Dairy innovation - the next level
- Successfully milking the market
- Key innovations in health
- Key innovations in pleasure
- Key innovations in presentation
Chapter 1 Dairy market overview
- Summary
- Introduction
- Manufacturer drivers
- The need for a more attractive retail proposition
- Commanding a premium by adding value
- Exploiting new distribution channels
- The 3 mega-trends - successfully milking the market
- The 3 F's - combining format, flavor and food plus
- Leading areas of innovation - WIN overview
- Company profiles
- Danone
- Actimel - the key to future growth success
- Galbani - holding back growth?
- France - Danone's biggest market showing poor growth
- US dairy - Danone losing out to General Mills
- The future for Danone
- Fromageries Bel
- Closure of St.Felix
- The future for Fromageries Bel
- Nestlé
- Poor growth in Europe - Nestlé re-think strategy
- Nestlé's strategy in competing for 'share of stomach'
- Chilled desserts take their lead from popular confectionery
- Nestlé - future outlook
- Suiza Foods
- Product portfolio
Chapter 2 Health
- Summary
- Introduction
- Health drivers
- Market response
- Manufacturer opportunities
- Combining opportunities to create a multi-dimensional product
- Health - innovative launches with a health claim
- Innovations in food plus dairy products
- Yogurts lead in terms of food plus offerings
- Food minus claims are important across the dairy market
- Natural and organic claims are focused on cheese and yogurt
- The popularity of organic cream is growing
- Yogurt sustains multiple health claims
- Combining health claims - is it confusing the consumer?
- Food plus
- Dairy functional food market overview
- Probiotic products
- The benefits of Lactobacillus acidophilus
- The merits of bifidobacteria
- Probitoic products are largely restricted to yogurt offerings
- Popular probiotic ingredients
- Vitamin and mineral enriched products
- Consumers look for vitamin enriched dairy products
- Inulin has been a key driver in nutraceutical dairy products
- Stanol esters
- Results and key lessons
- Success in the food plus market
- The key to success is focus
- Food minus
- Low fat claims dominate food minus products
- The selection of reduced fat products stretches across all categories
- Organic
- Organic cheese and chilled desserts are finding wide consumer appeal
- Key growth strategies for the future
Chapter 3 The importance of pleasure
- Summary
- Introduction
- Consumer drivers of pleasure
- Dairy -consumers' favorite health food
- New pleasure launches in dairy
- Cheese and Yogurt dominate indulgence
- Innovations in flavor - cheese and cream lead the way
- Eatertainment - appealing to children
- Leading flavors
- Flavored yogurts and desserts
- Fromage frais has a less developed flavor offering
- Cheese products driving the market with flavor innovation
- Meat and fish flavors growing in popularity
- Fats and spreads join the flavor trail
- Flavor dynamics
- Flavor conclusions
- The desire for indulgence
- Indulgent chilled desserts
- Children deserve indulgence too
- Indulgent cheese appeal
- Is cream losing its indulgent positioning?
- Eatertainment - dairy turns its attention to children
- The key to product success lies in targeting children
- Key growth strategies for the future
Chapter 4 Innovations in presentation
- Summary
- Introduction
- Innovation overview - lifestyle packaging
- Presentation drivers
- Presentation opportunities
- Presentation innovation - the categories defined
- NPD in presentation - winning strategies in dairy
- Fresh formats are raising the profile of the cheese category
- Dairy - raising the profile as a convenient snack
- The importance of packaging in determining consumer appeal
- Convenience - driving innovation in presentation
- Changing consumption patterns create need for innovation
- Portion sizes to suit the occasion
- Dairy manufacturers - neglecting the family occasion
- Dairy embraces on-the-go snacking
- Functional formats - cheese adapts to consumer needs
- Do you want that cubed, grated or sliced?
- Packaging innovation - looking beyond the product
- Dual compartments help raise product profile and appeal
- Resealable packaging - developing the need for convenience
- Strategic packaging
- Key growth strategies for the future
Chapter 5 Industry opinion survey
- Summary
- Introduction
- Interpreting the graphs
- Key consumer health concerns
- Key opportunities for value added health products
- Key consumer groups for value added health products
- Importance of low & light and indulgent foods
- Tools to target children
- Perceptions of fun by target group
- Key trends for sweet, savory and combination flavors
- Key trends for fruit flavors
- Key trends for popular sweet flavors
- Food markets driving flavor innovation
- Conclusions
Chapter 6 Changing consumption occasions
- Summary
- Introduction
- Three square meals a day - outdated and impractical
- Snacking - the path to profitability for the dairy industry
- Competitive threats - the contest for 'share of stomach'
- Responding to changing consumption - the future?
- Tailoring the product - who, where and when?
- The adult breakfast occasion
- The children's lunchbox occasion
- Adult snack occasion
- The adult indulgence occasion
- New consumption occasions - driven by convenience
- Debits and credits - the future for consumption
- The debits and credits model
- Consumption occasion influences whether or not to indulge
- Indulgence dominates the dairy market
- Future outlook for dairy
- Conclusions
- Providing the ultimate in convenience
- INDEX
List of Figures
Figure 1.1: Changing consumption occasions - the force behind future dairy innovation
Figure 1.2: The Growth Strategy Model
Figure 1.3: % of new dairy launches, by innovation and category, January 1999 - July 2000
Figure 1.4: The growth strategy matrix
Figure 1.5: The 3 F's - combining format with flavor and food plus
Figure 1.6: % of new dairy launches, by innovation and category, Jan 1999 - July 2000
Figure 1.7: The Nestlé functional food range
Figure 1.8: Branded confectionery chilled desserts from Nestlé
Figure 1.9: Suiza Foods - recent product launches
Figure 2.10: The growth of the 40+ age bracket
Figure 2.11: Defining health
Figure 2.12: The need for multi-dimensional health products
Figure 2.13: Number of dairy products making health claims, Jan 1999-July 2000
Figure 2.14: % of dairy products making health claims, (by category)
Figure 2.15: Number of products making multiple health claims, (by category) Jan 1999-July 2000
Figure 2.16: A selection of available yogurt products making multiple health claims
Figure 2.17: Lactobacillus acidophilus is a popular additive to yogurts targeted at the health conscious
Figure 2.18: Friendly bifidobacteria are a popular addition to milk drinks and desserts
Figure 2.19: Other dairy categories offering probiotic enhanced products
Figure 2.20: Commonly used probiotic ingredients
Figure 2.21: Vitamin enriched products can be found across a wide variety of dairy categories
Figure 2.22: Inulin is an increasingly popular fat replacer because of its functional properties
Figure 2.23: Cholesterol lowering spreads are rapidly increasing in popularity
Figure 2.24: Benecol SWOT analysis
Figure 2.25: Manufacturers launch low fat chilled desserts to attract the healthy consumer with a sweet tooth
Figure 2.26: A wide variety of low-fat creams are now on the market, appealing to the health conscious consumer in search of a small indulgence
Figure 2.27: Organic dairy market values (US$m), 1995-1999
Figure 2.28: Organic range of chilled desserts and fromage frais
Figure 2.29: A wide variety of organic cheeses are now on the market
Figure 2.30: Key health growth strategies in dairy
Figure 3.31: Total number of new dairy pleasure launches, by type and category, Jan 1999-July 2000
Figure 3.32: New dairy pleasure launches, by type and category (%), Jan 1999-July 2000
Figure 3.33: Real fruit pieces added to boost flavor sensation
Figure 3.34: Chilled desserts and yogurt flavor launches (%), Jan 1999 - July 2000
Figure 3.35: Cinnamon spices up dairy desserts
Figure 3.36: Nutty alternatives create a new flavor sensation for dairy desserts
Figure 3.37: Fromage frais flavor launches (%), Jan 1999 - July 2000
Figure 3.38: Fromage frais desserts, fruit flavors dominate
Figure 3.39: Cheese flavorings, number of launches, Jan 1999 - July 2000
Figure 3.40: Herbs and fruit are being used to boost cheese appeal
Figure 3.41: Meat, fish and cheese make a perfect combination
Figure 3.42: Fats and spreads flavorings, number of launches, Jan 1999-July 2000
Figure 3.43: Flavored fats and spreads
Figure 3.44: Total number of multiple and single flavor launches, by category, Jan 1999-July 2000
Figure 3.45: NPD positioning in chilled desserts
Figure 3.46: Adult indulgent chilled desserts with chocolate, alcohol or cappuccino
Figure 3.47: Indulgent chilled desserts with the child in mind
Figure 3.48: Branded indulgent chilled desserts for children
Figure 3.49: NPD positioning in cheese
Figure 3.50: Specialist indulgent cheese products
Figure 3.51: Indulgent cheese snack products for children and adults
Figure 3.52: NPD in cream
Figure 3.53: Low fat and flavored creams dominate recent NPD
Figure 3.54: Dairy products with child appeal - the importance of eatertainment
Figure 3.55: Key pleasure growth strategies in Dairy
Figure 4.56: Key themes in presentation innovation
Figure 4.57: Definitions of convenience, packaging and format
Figure 4.58: Total number of new presentation launches, by type and category, Jan 1999-July 2000
Figure 4.59: Proportion of new presentation launches, by type and category (%), Jan 1999-July 2000
Figure 4.60: Convenience - the driving force behind presentation innovation
Figure 4.61: Cheese leads the market in terms of greater pack size variety
Figure 4.62: Yogurts and chilled desserts targeting the family occasion
Figure 4.63: Dairy products targeting the snack market
Figure 4.64: The rapidly expanding range of cubed and grated cheeses
Figure 4.65: Sliced cheese - gaining a slice of the snack and sandwich market
Figure 4.66: Dairy look to raise product profiles with dual compartment products
Figure 4.67: Resealable packaging for cheese
Figure 4.68: Cheese trays- served straight to the table
Figure 4.69: Key presentation growth strategies
Figure 5.70: Key consumer health concerns
Figure 5.71: Key opportunities for value added health products
Figure 5.72: Key consumer groups to value added health products
Figure 5.73: Relative importance of low & light and indulgent foods
Figure 5.74: Tools to target children
Figure 5.75: Perceptions of fun by target group
Figure 5.76: Key trends for sweet, savory and combination flavors
Figure 5.77: Key trends for fruit flavors
Figure 5.78: Key trends for popular sweet flavors
Figure 5.79: Food markets driving flavor innovation
Figure 6.80: Decline of traditional consumption moments
Figure 6.81: Dairy products targeted at the snacking occasion
Figure 6.82: New competitive threats for 'share of stomach'
Figure 6.83: The adult breakfast occasion
Figure 6.84: The children's lunchbox occasion
Figure 6.85: The adult snack occasion
Figure 6.86: The adult indulgence occasion
Figure 6.87: Consumers are driven to be healthy and indulge
Figure 6.88: Characteristics of debits and credits consumption
Figure 6.89: Dairy market sales of low and light and indulgent segments (US$bn), 1995-2000
Figure 6.90: Dairy category sales by segment (US$bn), 1995-2005
Figure 6.91: The next step in dairy convenience
AbstractCatering to the traditional consumption occasions of breakfast, lunch and dinner will no longer be enough for dairy manufacturers to guarantee success in the increasingly competitive dairy market. As manufacturers cater more and more for the modern consumer, the reliance on new product development will increase as the dairy manufacturers' product portfolio experiences unprecedented change. Growth Strategies in Dairy provides an overview of the market followed by comprehensive analysis of the three trends driving the market: health, pleasure, presentation & packaging. It identifies fast growth opportunities in each product group, illustrated by analysis of over 1200 innovative product launches from Datamonitor's Worldwide Innovations Network and explores the impact that changing consumption occasions are having upon the industry.
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