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Trends in Dairy -Innovation, Consumers and Opportunities

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Diana Perez

on 10 October 2015

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Transcript of Trends in Dairy -Innovation, Consumers and Opportunities

Trends in Dairy
Innovation, Consumers and Opportunities



Source:

During last 5 years, Europe dominates the global dairy product launch activity
Main flavors in dairy category
From 2010 to 2015 launches were distributed as follows: 48% cheese, 26% yogurt and 26% dairy drinks
Top ten Sub-categories in Dairy from 2015-2015
Launch type in dairy from 2010 to 2015
Main Claims
Top ten Companies in DAIRY from 2010-2015
Main of the launches are focused on New package and line extensions
Until 2013 Kraft Foods was one of the top ten companies in launches.

Analizing 2013 to 2015 Mondelez is placed at number 16th
Positioning:
Superior Quality, Co-branded, pricing, seasonality, limited edition
Plus
: High protein, fiber, added with vitamins and/or minerals
Suitable for
: Kosher, Halal, vegan, diabetics, lactose free, gluten free, alergens free
No/Low
: sugar, calories, cholesterol, sodium, fat, fat trans

Mexico: Positioning (Co branding Delice-Philadelphia)
México: Positioning (packaging)
México: Plus: Added with vitamins
Suitable for: lactose free
No/Low: No cholesterol
Brasil: No/Low (Low fat) Suitable for (gluten free, no alergens)
Brasil: Position (packaging)
Mexico:Suitable for (Gluten free)
Top tow claim category are the same in all cases
Main flavours in fresh and cream cheese category from 2013 to 2015
Original cream cheese Great value
Low fat cream cheese
Ranchero Cheese
Natural and fresh jocoque
Fresh goat cheese olives and peppers, tomato and fine herbs
Spreadable Fresh Jocoque Cheese with Fine Herbs and Garlic
Fresh Whole Goat's Milk Cheese with Ash
Capril de Ville Boursin Style Goat Cheese
Saúde Lá em Casa Almond Cheese
Davaca Fresh Minas Cream Cheese
Vitalatte Senza Fresh Minas Cream Cheese
Lácteos Godam Light Fresh Minas Cheese
Sant'Angelo Mascarpone Cheese
Kraft Philadelphia Light Cream Cheese
Top ten companies in Fresh Cheese and Cream Cheese from 2013 to 2015
Conclusion
"Cheese in LA"
- Considering cheese’s positive health image in Latin America, brands could
highlight
on-pack the
health attributes
of cheese such as high in calcium

- Brands that market cheese for its health benefits should also
invest in communicating the taste enjoyment
to consumers as many are unwilling to sacrifice the indulgence experience associated with cheese

-
Premium and specialty cheeses
remains niche in the Latin American cheese market but could offer significant value gains as
consumers are prepared to pay more
for products with unique selling point and superior quality

- Addressing
production methods and provenance
could offer brands with an opportunity to
add premium cues
to their products

- Even though most of the global launches are unflavored/plain,
flavor remains a key factor that accelerates NPD activity
within the cheese market. Strong/mature flavor continues to be a traditional favorite among many consumers, inspiring brands to focus innovation around bolder varieties
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