The US Dairy Market: What Consumers Eat and Why?

LONDON, Jan. 20, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The US Dairy Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Dairy market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing integrated survey-based data on consumer trends and consumer groups, and market data that shows the exact 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 increase in the amount of discounted and own-brand products. The 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 only marginally in relation 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 consumption across 26 consumer groups. The data provides 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.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Butter and Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts, and Yoghurt markets.

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

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

The volume and value of the Cream market may be under threat from low consumption by younger consumers, with consumption significantly higher in the Pre-Mid-Lifers, Mid-Lifers, and Older Consumers age groups. Suppliers need to increase consumption frequency among younger consumers, or face a considerable contraction in the market in the future.

Heavy frequency consumption of Milk declines from more than 43% of Kids and Babies and Tweens and Early Teens to less than 15% among adults. Parents encourage their children to drink Milk to benefit from its high calcium content, but consumption then falls when consumers reach adulthood as Milk's health benefits aren't as necessary and these products face increasing competition from other beverages such as soft drinks and alcoholic drinks.

Consumption of Puddings/Desserts declines among Early Young Adults, with relatively low consumption continuing among Older Young Adults and Pre-Mid-Lifers. Affluence is a key factor driving this low consumption, with younger adults typically enjoying less disposable income than consumers in older age groups, and therefore consuming fewer luxuries such as Puddings/Desserts.

Key Highlights

Market valuation indicates per capita expenditure on Milk is the highest in the Dairy market, closely followed by Cheese. 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 18% in Butter and Spreadable Fats and 20% in Puddings/Desserts, 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.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Dairy Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Butter and Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
3.3 Behavioral Trends and Market Value
3.3.1 Butter and Spreadable Fats
3.3.2 Cheese
3.3.3 Cream
3.3.4 Milk
3.3.5 Puddings/desserts
3.3.6 Yoghurt
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Butter and Spreadable Fats
4.1.2 Cheese
4.1.3 Cream
4.1.4 Milk
4.1.5 Puddings/desserts
4.1.6 Yoghurt
4.2 Consumer Profiles by Product Category
4.2.1 Butter and Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Dairy Brand Choice and Private Label Consumer Penetration
5.2.1 Butter and Spreadable Fats
5.2.2 Cheese
5.2.3 Cream
5.2.4 Milk
5.2.5 Puddings/desserts
5.2.6 Yoghurt
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Dairy
6.1.2 Butter and Spreadable Fats
6.1.3 Cheese
6.1.4 Cream
6.1.5 Milk
6.1.6 Puddings/desserts
6.1.7 Yoghurt
7 Consumption Impact: Market Valuation
7.1 Dairy Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Dairy Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Dairy Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Dairy
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Butter and Spreadable Fats
8.2.2 Retail Share by Volume - Cheese
8.2.3 Retail Share by Volume - Cream
8.2.4 Retail Share by Volume - Milk
8.2.5 Retail Share by Volume - Puddings/desserts
8.2.6 Retail Share by Volume - Yoghurt
8.3 Profiles of End-Consumers of Dairy, by Retailer Used
8.3.1 Costco
8.3.2 Kroger
8.3.3 Loblaw
8.3.4 Publix
8.3.5 Safeway
8.3.6 Supervalu
8.3.7 Wal-Mart
8.3.8 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Dairy Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Dairy Value Share (%), by Age Groups, 2012
Table 4: United States Dairy Value Share (%), by Gender, 2012
Table 5: United States Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Dairy Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Dairy Value Share (%) by Wealth Groups, 2012
Table 8: United States Dairy Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Butter and Spreadable Fats Consumer Group Share (% market value), 2012
Table 10: United States Cheese Consumer Group Share (% market value), 2012
Table 11: United States Cream Consumer Group Share (% market value), 2012
Table 12: United States Milk Consumer Group Share (% market value), 2012
Table 13: United States Puddings/desserts Consumer Group Share (% market value), 2012
Table 14: United States Yoghurt Consumer Group Share (% market value), 2012
Table 15: United States Total Butter and Spreadable Fats Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Cheese Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Total Cream Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Milk Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Total Puddings/desserts Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: United States Total Yoghurt Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United States Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: United States Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: United States Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: United States Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: United States Butter and Spreadable Fats Consumer Profiles (% consumers by sub-group), 2012
Table 34: United States Cheese Consumer Profiles (% consumers by sub-group), 2012
Table 35: United States Cream Consumer Profiles (% consumers by sub-group), 2012
Table 36: United States Milk Consumer Profiles (% consumers by sub-group), 2012
Table 37: United States Puddings/desserts Consumer Profiles (% consumers by sub-group), 2012
Table 38: United States Yoghurt Consumer Profiles (% consumers by sub-group), 2012
Table 39: United States Dairy Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 40: United States Butter and Spreadable Fats Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: United States Cheese Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: United States Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: United States Milk Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: United States Puddings/desserts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: United States Yoghurt Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: United States, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: United States, Butter and Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: United States, Cheese: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: United States, Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: United States, Milk: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: United States, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: United States, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: United States Dairy Market Value (US Dollar million), by Category, 2012
Table 54: United States Dairy Market Volume (Kg m), by Category, 2012
Table 55: United States Dairy Market (US$ million), by Category, 2012
Table 56: United States Dairy Expenditure Per Capita (US Dollar), by Category, 2012
Table 57: United States Dairy Expenditure Per Household (US Dollar), by Category
Table 58: United States Dairy Market Volume (Kg m), by Category, 2012
Table 59: United States Dairy Consumption Per Capita (Kg / Population), by Category, 2012
Table 60: United States Dairy Consumption Per Household (Kg/ Households), by Category, 2012
Table 61: United States Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 62: United States Butter and Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 63: United States Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 64: United States Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 65: United States Milk Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 66: United States Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 67: United States Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 68: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 69: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 70: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Loblaw (% by Subgroup, as tracked by the Survey), 2012
Table 71: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 72: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 73: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2012
Table 74: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 75: United States: Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Dairy Value Share (%), by Age Groups, 2012
Figure 3: United States Dairy Value Share (%), by Gender, 2012
Figure 4: United States Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Dairy Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Dairy Value Share (%) by Wealth Groups, 2012
Figure 7: United States Dairy Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United States Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: United States Dairy Market (US$ million), by Category, 2012
Figure 21: United States Dairy Expenditure Per Capita (US$), by Category, 2012
Figure 22: United States Dairy Expenditure Per Household (US$), by Category
Figure 23: United States Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 24: United States Butter and Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 25: United States Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 26: United States Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 27: United States Milk Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 28: United States Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 29: United States Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2012

Companies Mentioned

Costco, Kroger, Loblaw, Publix, Safeway ,Supervalu ,Walmart

Read the full report:
The US Dairy Market: What Consumers Eat and Why?
http://www.reportbuyer.com/industry_manufacturing/agriculture/animal/us_dairy_market_consumers_eat_why_1.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Livestock

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

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