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Consumer Trends in the Dairy Market in the US, 2011

Category : Food & Beverages  | Published Date : March-2012 | Pages : 92
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Synopsis
This report provides the results for the Dairy market in the US from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: the Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts and Yoghurt markets. Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category. Volume shares in 2011 for brands and private label sales tracked by the survey. Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written? Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 increased amount of discount and own-brand products. A 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 marginally relative 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 sales across 26 consumer groups – providing through the data 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.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Dairy Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Butter & Spreadable Fats
2.2.2 Cheese
2.2.3 Cream
2.2.4 Milk
2.2.5 Puddings/desserts
2.2.6 Yoghurt
2.3 Behavioral Trends and Market Value
2.3.1 Butter & Spreadable Fats
2.3.2 Cheese
2.3.3 Cream
2.3.4 Milk
2.3.5 Puddings/desserts
2.3.6 Yoghurt
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Butter & Spreadable Fats
3.1.2 Cheese
3.1.3 Cream
3.1.4 Milk
3.1.5 Puddings/desserts
3.1.6 Yoghurt
3.2 Consumer Profiles by Product Category
3.2.1 Butter & Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Dairy Brand Choice and Private Label Shares
4.2.1 Butter & Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Dairy
5.1.2 Butter & Spreadable Fats
5.1.3 Cheese
5.1.4 Cream
5.1.5 Milk
5.1.6 Puddings/desserts
5.1.7 Yoghurt
6 Consumption Impact: Market Valuation
6.1 Dairy Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Dairy Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Dairy Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Dairy
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Butter & Spreadable Fats
7.2.2 Retail Share by Volume - Cheese
7.2.3 Retail Share by Volume - Cream
7.2.4 Retail Share by Volume - Milk
7.2.5 Retail Share by Volume - Puddings/desserts
7.2.6 Retail Share by Volume - Yoghurt
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Ahold Switching Analysis
7.3.3 C&S Wholesale Grocers Switching Analysis
7.3.4 Costco Switching Analysis
7.3.5 Kroger Switching Analysis
7.3.6 Publix Switching Analysis
7.3.7 Safeway Switching Analysis
7.3.8 Supervalu Switching Analysis
7.3.9 Wal-Mart Switching Analysis
7.3.10 Other Switching Analysis
7.4 Profiles of End-Consumers of Dairy, by Retailer Used
7.4.1 Costco
7.4.2 Kroger
7.4.3 Publix
7.4.4 Safeway
7.4.5 Supervalu
7.4.6 Wal-Mart
7.4.7 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of TableTable 1: Volume Units for the Dairy Market
Table 2: United States Survey Respondent Profile (weighted), 2011
Table 3: United States Dairy Value Share (%), by Age Groups, 2011
Table 4: United States Dairy Value Share (%), by Gender, 2011
Table 5: United States Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Table 6: United States Dairy Value Share (%) by Education Level Achieved Groups, 2011
Table 7: United States Dairy Value Share (%) by Wealth Groups, 2011
Table 8: United States Dairy Value Share (%) by Busy Lives Groups, 2011
Table 9: United States Butter & Spreadable Fats Consumer Group Share (% market value), 2011
Table 10: United States Cheese Consumer Group Share (% market value), 2011
Table 11: United States Cream Consumer Group Share (% market value), 2011
Table 12: United States Milk Consumer Group Share (% market value), 2011
Table 13: United States Puddings/desserts Consumer Group Share (% market value), 2011
Table 14: United States Yoghurt Consumer Group Share (% market value), 2011
Table 15: United States Total Butter & Spreadable Fats Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United States Total Cheese Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United States Total Cream Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United States Total Milk Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Total Puddings/desserts Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United States Total Yoghurt Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 22: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 23: United States Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: United States Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 25: United States Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: United States Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 27: United States Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: United States Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 29: United States Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 30: United States Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 31: United States Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 32: United States Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 33: United States Butter & Spreadable Fats Consumer Profiles (% consumers by sub-group), 2011
Table 34: United States Cheese Consumer Profiles (% consumers by sub-group), 2011
Table 35: United States Cream Consumer Profiles (% consumers by sub-group), 2011
Table 36: United States Milk Consumer Profiles (% consumers by sub-group), 2011
Table 37: United States Puddings/desserts Consumer Profiles (% consumers by sub-group), 2011
Table 38: United States Yoghurt Consumer Profiles (% consumers by sub-group), 2011
Table 39: United States Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 40: United States Butter & Spreadable Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: United States Cheese Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: United States Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: United States Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: United States Puddings/desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: United States Yoghurt Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: United States, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: United States, Butter & Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: United States, Cheese: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: United States, Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: United States, Milk: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: United States, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: United States, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: United States Dairy Market Value (US Dollar million), by Category, 2011
Table 54: United States Dairy Market Volume (Kg m), by Category, 2011
Table 55: United States Dairy Market Share (US$ million), by Category, 2011
Table 56: United States Dairy Expenditure Per Capita (US Dollar), by Category, 2011
Table 57: United States Dairy Expenditure Per Household (US Dollar), by Category
Table 58: United States Dairy Market Volume Share (Kg m), by Category, 2011
Table 59: United States Dairy Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 60: United States Dairy Consumption Per Household (Kg m / Households m), by Category, 2011
Table 61: United States Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 62: United States Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 63: United States Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 64: United States Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 65: United States Milk Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 66: United States Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 67: United States Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 68: United States Switchers to Ahold for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: United States Switchers to C&S Wholesale Grocers for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: United States Switchers From C&S Wholesale Grocers for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: United States Switchers to Costco for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: United States Switchers From Costco for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: United States Switchers to Kroger for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: United States Switchers From Kroger for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: United States Switchers to Publix for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: United States Switchers From Publix for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: United States Switchers to Safeway for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: United States Switchers From Safeway for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: United States Switchers to Supervalu for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: United States Switchers From Supervalu for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: United States Switchers to Wal-Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: United States Switchers From Wal-Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: United States Switchers to Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: United States Switchers From Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: United States Profile of Dairy Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 86: United States Profile of Dairy Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 87: United States Profile of Dairy Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
Table 88: United States Profile of Dairy Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
Table 89: United States Profile of Dairy Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2011
Table 90: United States Profile of Dairy Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 91: United States Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of FiguresFigure 1: Consumer Panel Report Methodology
Figure 2: United States Dairy Value Share (%), by Age Groups, 2011
Figure 3: United States Dairy Value Share (%), by Gender, 2011
Figure 4: United States Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Dairy Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Dairy Value Share (%) by Wealth Groups, 2011
Figure 7: United States Dairy Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: United States Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: United States Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: United States Dairy Market Share (US$ million), by Category, 2011
Figure 22: United States Dairy Expenditure Per Capita (US$), by Category, 2011
Figure 23: United States Dairy Expenditure Per Household (US$), by Category
Figure 24: United States Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 25: United States Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: United States Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: United States Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: United States Milk Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: United States Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: United States Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: United States People Who Have Switched Retailer for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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Publisher Name : Canadean

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