This report provides the results for the Dairy market in UK 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 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?
In mature Dairy markets it is essential to understand what pockets of growth might exist and whether they represent value or volume opportunities. Knowing the key consumer groups and key trends affecting the market are fundamental to achieving this level of market understanding.
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. This 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 &Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts, and Yogurt.
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
Consumption frequency analysis reveals that the proportion of Heavy consumers of Cream in the UK is the lowest among Early Young Adults. This age group is the most sensitive about body image issues and Cream is not considered to be a healthy, low fat product. Marketers should be aware of this and either encourage consumption in this group with low fat alternatives or focus on the remaining groups.
The UK population is fairly evenly split between Male and Female; however, the consumption of Yogurts in this market is dominated by Females with nearly 58% value share. Females will often choose to have a Yogurt as a healthier option for dessertor in place of milk or cream (natural, non-flavored versions). There are still plenty of non-consumers of Yogurt in both the Male and Female population so marketers should develop gender driven campaigns to encourage both areas of the potential market.
Cream has a less than 2% value share of the Dairy market in the UK. In such a health conscious society marketers need to encourage the consumption of Cream alternatives and lower fat options.
Key Highlights
There are four main retailers with over 87% value share of retail distribution in the Dairy market in the UK. The remainder of the network is fragmented; however, this leaves producers with little bargaining power.
Private Label products have a significant presence in the Dairy market in the UK. With the exception of one or two national brands in each category, the remainder of the market is open for further penetration of Private Label and marketers of these smaller national brands need to differentiate their products so that they do not become a target for this competition.
Not only do a large proportion of UK 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. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
Source: PRNewswire
