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Understanding consumer trends and drivers of behavior in the US Dairy Food market

  • March 2014
  • 51 pages
  • GlobalData
Report ID: 2063251

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Product Synopsis

This report provides an overview of the US Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape.

Introduction and Landscape

Why was the report written?
This report gives an overview of the key demographic groups driving consumption in the US Dairy market, and what their motivations are for doing so. The report adopts a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

What is the current market landscape and what is changing?
The maturity of the US Dairy Food market has caused it to witness static growth in value sales over 2008–2013. This growth rate is set to accelerate over 2013–2018, indicating a greater willingness among consumers to trade-up in the category compared to previous years. The market volume growth over 2008–2013 has been lower than the value growth due to the low birth-rate and slow population growth. However, the consumption of value added Dairy products is growing faster as consumers search for additional benefits in Dairy products, such as fortified and nutrient enriched offerings.

What are the key drivers behind recent market changes?
Age-specific needs and a desire to meet individual nutritional needs are the factors driving change within the US Dairy market. Consumers look to Dairy products as a key method of meeting age-specific needs, such as calcium to help children’s growing bones, or probiotics to help with older consumers’ digestion. Consumers also seek products that allow them to meet their individual diet needs, both those derived from medical requirements and from personal choice.

What makes this report unique and essential to read?
This report brings together consumer analysis and market data to provide actionable insight into the behavior of US Dairy consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Key Features and Benefits

Key consumer demographic groups driving consumption within the US market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).

Market value and volumes over the period 2008–2018 for the US and nine other countries across the globe.

The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.

The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category will evolve in the short-to-medium term future.

Examples of international and US-specific product innovation targeting key consumer needs.

Key Market Issues

Dairy consumption in categories such as Milk is lower among those who do not have children due to its traditional positioning as a product for kids.

Some consumers are avoiding products containing lactose – a sugar found in Milk and Milk products – for digestive reasons.

Milk proteins, Milk sugar, and saturated fat in Dairy products can promote the development of obesity, diabetes, and heart diseases.

Consumers skipping breakfast due to their busy lifestyles is acting as an inhibitor of Milk and Milk product consumption.

Rising competition from Dairy substitutions made from grains, soy, rice, nuts, and oils and fats, as an increasing number of consumers create personalized nutritional diet plans.

Key Highlights

US women, on average, have a higher number of Dairy Food occasions per year than men, and can be targeted by products that allow them to meet their health needs, specifically ones that meet lifestyle needs such as motherhood (products that are calcium-enriched for all the family) and working outside of the home (on-the-go Dairy products).

The Yogurt category is expected to record the largest growth over 2013–2018, at a CAGR of over 4%, driven by its healthy halo positioning as offering multiple nutritional benefits to the consumer, and the increasing popularity of Greek Yogurt. Yogurt is seen as a healthy source of lean protein, minerals, live and active cultures, essential fatty acids, and vitamins.

Dairy Food products such as Cheese, Butter, and Cream are also on the rise due to their use as ingredients in recipes and foods such as pizza, pasta, and bakery products. As economic uncertainty encourages consumers to eat at home more often, the demand for packaged ingredients for these meals will increase.

Despite growing obesity levels, better-for-you health products will remain of limited importance, with consumers instead opting for products with specific nutritional benefits such as those associated with age-specific needs.

The desire to save money where possible will motivate consumers over the short-to-mid term as they continue to purchase private label and discounter products that they have found satisfactory during their recession spending. Brand loyalty is declining as consumers are more willing to look around for better deals and offers.

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