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The UK Dairy Market: What Consumers Eat and Why?

  • Publication Date:October 2013
  • Publisher:Canadean
  • Product Type: Report
  • Pages:91
  • ISBN:1837145

The UK Dairy Market: What Consumers Eat and Why?

Product Synopsis

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.
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 Exchange Rates
1.2.6 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 Asda
8.3.2 Co-Op/Somerfield
8.3.3 Iceland
8.3.4 Lidl
8.3.5 Morrisons
8.3.6 Sainsbury's
8.3.7 Tesco
8.3.8 Waitrose
8.3.9 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Dairy Market
Table 2: Foreign Exchange Rate - GBP vs. USD
Table 3: United Kingdom Survey Respondent profile (weighted), 2012
Table 4: United Kingdom Dairy Value Share (%), by Age Groups, 2012
Table 5: United Kingdom Dairy Value Share (%), by Gender, 2012
Table 6: United Kingdom Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: United Kingdom Dairy Value Share (%) by Education Level Achieved Groups, 2012
Table 8: United Kingdom Dairy Value Share (%) by Wealth Groups, 2012
Table 9: United Kingdom Dairy Value Share (%) by Busy Lives Groups, 2012
Table 10: United Kingdom Butter and Spreadable Fats Consumer Group Share (% market value), 2012
Table 11: United Kingdom Cheese Consumer Group Share (% market value), 2012
Table 12: United Kingdom Cream Consumer Group Share (% market value), 2012
Table 13: United Kingdom Milk Consumer Group Share (% market value), 2012
Table 14: United Kingdom Puddings/desserts Consumer Group Share (% market value), 2012
Table 15: United Kingdom Yoghurt Consumer Group Share (% market value), 2012
Table 16: United Kingdom Total Butter and Spreadable Fats Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United Kingdom Total Cheese Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United Kingdom Total Cream Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United Kingdom Total Milk Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: United Kingdom Total Puddings/desserts Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United Kingdom Total Yoghurt Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: United Kingdom Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: United Kingdom Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: United Kingdom Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: United Kingdom Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: United Kingdom Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: United Kingdom Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: United Kingdom Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: United Kingdom Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: United Kingdom Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: United Kingdom Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: United Kingdom Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: United Kingdom Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: United Kingdom Butter and Spreadable Fats Consumer Profiles (% consumers by sub-group), 2012
Table 35: United Kingdom Cheese Consumer Profiles (% consumers by sub-group), 2012
Table 36: United Kingdom Cream Consumer Profiles (% consumers by sub-group), 2012
Table 37: United Kingdom Milk Consumer Profiles (% consumers by sub-group), 2012
Table 38: United Kingdom Puddings/desserts Consumer Profiles (% consumers by sub-group), 2012
Table 39: United Kingdom Yoghurt Consumer Profiles (% consumers by sub-group), 2012
Table 40: United Kingdom Dairy Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: United Kingdom Butter and Spreadable Fats Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: United Kingdom Cheese Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: United Kingdom Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: United Kingdom Milk Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: United Kingdom Puddings/desserts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: United Kingdom Yoghurt Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: United Kingdom Dairy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: United Kingdom Butter and Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: United Kingdom Cheese: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: United Kingdom Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: United Kingdom Milk: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: United Kingdom Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: United Kingdom Yoghurt: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: United Kingdom Dairy Market Value (Pound Sterling million), by Category, 2012
Table 55: United Kingdom Dairy Market Value (US$ million), by Category, 2012
Table 56: United Kingdom Dairy Market Volume (Kg m), by Category, 2012
Table 57: United Kingdom Dairy Market Value (US$), by Category, 2012
Table 58: United Kingdom Dairy Expenditure Per Capita (Pound Sterling), by Category, 2012
Table 59: United Kingdom Dairy Expenditure Per Capita (US$), by Category, 2012
Table 60: United Kingdom Dairy Expenditure Per Household (Pound Sterling), by Category
Table 61: United Kingdom Dairy Expenditure Per Household (US$), by Category
Table 62: United Kingdom Dairy Market Volume (Kg m), by Category, 2012
Table 63: United Kingdom Dairy Consumption Per Capita (Kg/ Population), by Category, 2012
Table 64: United Kingdom Dairy Consumption Per Household (Kg/ Households), by Category, 2012
Table 65: United Kingdom Dairy Survey-tracked Retailer Shares by Volume (% of Kg), 2012
Table 66: United Kingdom Butter and Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 67: United Kingdom Cheese Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 68: United Kingdom Cream Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 69: United Kingdom Milk Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 70: United Kingdom Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 71: United Kingdom Yoghurt Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 72: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2012
Table 73: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Co-Op/Somerfield (% by Subgroup, as tracked by the Survey), 2012
Table 74: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Iceland (% by Subgroup, as tracked by the Survey), 2012
Table 75: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Lidl (% by Subgroup, as tracked by the Survey), 2012
Table 76: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2012
Table 77: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2012
Table 78: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2012
Table 79: United Kingdom: Profile of Dairy Consumers Whose Goods Mainly Come From Waitrose (% by Subgroup, as tracked by the Survey), 2012
Table 80: United Kingdom: 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 Kingdom Dairy Value Share (%), by Age Groups, 2012
Figure 3: United Kingdom Dairy Value Share (%), by Gender, 2012
Figure 4: United Kingdom Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United Kingdom Dairy Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United Kingdom Dairy Value Share (%) by Wealth Groups, 2012
Figure 7: United Kingdom Dairy Value Share (%) by Busy Lives Groups, 2012
Figure 8: United Kingdom Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United Kingdom Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United Kingdom Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United Kingdom Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United Kingdom Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United Kingdom Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United Kingdom Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United Kingdom Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United Kingdom Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United Kingdom Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United Kingdom Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United Kingdom Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: United Kingdom Dairy Market Value (US$), by Category, 2012
Figure 21: United Kingdom Dairy Expenditure Per Capita (US$), by Category, 2012
Figure 22: United Kingdom Dairy Expenditure Per Household (US$), by Category
Figure 23: United Kingdom Dairy Survey-tracked Retailer Shares by Volume (% of Kg), 2012
Figure 24: United Kingdom Butter and Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg), 2012
Figure 25: United Kingdom Cheese Survey-tracked Retailer Shares by Volume (Kg), 2012
Figure 26: United Kingdom Cream Survey-tracked Retailer Shares by Volume (Kg), 2012
Figure 27: United Kingdom Milk Survey-tracked Retailer Shares by Volume (Kg), 2012
Figure 28: United Kingdom Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg), 2012
Figure 29: United Kingdom Yoghurt Survey-tracked Retailer Shares by Volume (Kg), 2012

Companies Mentioned

Asda, Co-Op/Somerfield, Iceland, Lidl, Morrisons ,Sainsbury's ,Tesco.
+44 20 8816 8548

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