米国における発酵乳製品の市場

Abstract

In recent years, the overall refrigerated cultured dairy products market, that includes cultured fluid, non-drinkable yogurt, and other non-pourable cultured dairy, has seen significant growth in the past few years, led by probiotics and smoothies. Dairy' s healthful halo and the increased popularity of organic foods had been a driving factor in the overall category' s expansion. This updated Packaged Facts report, Cultured Dairy Products in the U.S., takes an in-depth look at these major trends that will continue to spur this market to $15.4 billion by 2010.

However, the prospects for future category growth are not completely cut and dried, as indicated by a recent slowing of sales, changing consumer preferences, and new products displacing old. The underperforming categories, such as cottage cheese and buttermilk, will need to innovate to become relevant to consumers.

Cultured Dairy Products in the U.S. provides details on the entire U.S. market with breakdowns by category and product. You will find profiles of the top producers and marketers, comprehensive market share data on leading brands and products as well as advertising and marketing dynamics. In addition, the consumer is profiled to give a detailed demographic picture of buying preferences and psychographic preferences for most products. Finally, an in-depth analysis of current trends and future prospects for growth is presented with projections through 2010.

This report is a must have resource for anyone involved in the dairy industry, cultured dairy products, or anyone thinking of entering it.

Report Methodology

The information in Cultured Dairy Products in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the dairy market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2005. New product information is gathered via literature research, personal interviews and data compiled by Productscan Online, a service of Datamonitor.

The report looks at every segment of the cultured dairy products market, examining trends for growth and projecting sales of products through 2010. It analyzes consumer demographics and their current and projected impact on sales of yogurt, yogurt drinks, sour cream, cottage cheese and related products. It provides up-to-date competitive profiles of marketers of cultured dairy products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food/beverage industry.

Table of Contents

Chapter 1 Executive Summary

• Scope of the Report
• Methodology
• Size and Growth of the Market
  • 2005 Retail Sales for Total Market Almost $9.7 Billion
  • Sales Approach $15.4 Billion by 2010
  • Table 1-1 U.S. Sales of Cultured Dairy Products, 2001-2010
  • (in millions of dollars)
  • Market Share by Product Category
  • Table 1-2 U.S. Sales of Cultured Dairy Products by Primary Category,
  • 2005 (in millions of dollars)
  • Projected Category Growth Strongest for Cultured Fluid Products
  • Table 1-3 U.S. Sales of Cultured Dairy Products by Primary Category,
  • 2010 (in millions of dollars)
• The Marketers
  • All Types of Marketers
  • Leading Marketers
• Marketing Dynamics
  • Retail Packaging Dynamics
  • Single-Serve Shake Up
  • Aseptic Packaging Misleading?
  • Seals Add Weight
  • Benefits of Rigid Packaging
  • Fresh-er Innovation
  • Advertising and Promotions
  • 2005 Ad Spending Low
  • Stonyfield Farm Reaches Out To Kids
  • Horizon Organic' s Sampling Program
  • Weight Watchers and Wells' Dairy Mix It Up
  • Yoplait Continues Web Initiative
  • DMI' s Slimmer Summer Effort
  • Dannon Eco-Marketing
  • Crowley Gets A Makeover
  • New Product Highlights
• Trends and Factors to Growth
  • Unrealized Potential of Yogurt and Other Cultured Dairy Products
  • Organic Driving Growth
  • Yogurt Production Continues to Rise
  • Continuing Innovation Is Key
  • Certain Consumer Populations Key For Growth
  • Supermarkets Versus Specialty Markets
  • On The Regulatory Scene
• The Consumer
  • Simmons Data on Cultured Dairy Products
  • Usage Patterns by Gender, Age, Race, HH Income and Size
  • User Profiles Can Be Dramatically Different
  • Yogurt and Cottage Cheese Psychographics

Chapter 2 The Market

• Scope of the Report
• Methodology
• The Three Primary Categories
  • First Category: Cultured Fluid
  • Second Category: Non-Drinkable Yogurt
  • Third Category: Other Non-Pourable Cultured Dairy
  • Other Descriptors
  • Table 2-1 Legal Descriptors for Fat and Calorie Contents
• Market Size and Composition
  • 2005 Retail Sales for Total Market Almost $9.7 Billion
  • Table 2-2 U.S. Retail Sales of Cultured Dairy Products, 2001-2005 (in million $)
  • Figure 2-1 U.S. Retail Sales of Cultured Dairy Products, 2001-2005 (in million $)
  • Non-Drinkable Yogurt Category Leads Total Market
  • Table 2-3 U.S. Retail Sales of Cultured Dairy by Primary Product Category, 2005 (in million $)
  • Figure 2-2 Market Composition by Category Share of Cultured Dairy, 2005
  • Yogurt Cups Product Dominates Total Market
  • Figure 2-3 Market Composition by Sub-Category Share of Cultured Dairy, 2005
• Cultured Fluid Category
  • The Smoothie Is King of Cultured Fluid
  • Other Cultured Fluids Still Struggle
  • Table 2-4 U.S Retail Sales of Cultured Fluid by Sub-Categories, 2001-2005 (in million $)
  • Figure 2-4 Market Composition by Sub-Category Share of Cultured Fluid, 2005
• Non-Drinkable Yogurt Category
  • Slower Growth for Yogurt
  • Table 2-5 U.S. Retail Sales of Non-Drinkable Yogurt by Sub-Categories, 2001-2005 (in million $)
  • Figure 2-5 Market Composition by Sub-Category Share of Non- Drinkable Yogurt, 2005
  • Figure 2-6 Market Composition of Non-Drinkable Yogurt, Branded vs. Private Label, 2005
• Other Non-Pourable Cultured Dairy Category
  • Other Non-Pourable Cultured Dairy Sales Stagnate
  • Table 2-6 U.S. Retail Sales of Other Non-Pourable Cultured Dairy by Sub-Categories, 2001-2005 (in million $)
  • Figure 2-7 Market Composition by Sub-Category Share of Non-Pourable Cultured Dairy, 2005
  • Cottage Cheese Growth Curdles But Some Brands Show Growth
  • Figure 2-8 Market Composition of Cottage Cheese, Branded Vs. Private Label, 2005
  • Cream Cheese Flat, Brick Beats Spreadable
  • Table 2-7 U.S. Retail Sales of Cream Cheese by Sub-Categories, 2001-2005 (in million $)
  • Figure 2-9 Market Composition of Cream Cheese by Form, 2005
  • Figure 2-10 Market Composition of Cream Cheese, Branded Vs Private Label, 2005
  • Barely Sweeter Results for Sour Cream
  • Figure 2-11 Market Composition of Sour Cream, Branded Vs Private Label, 2005
  • Dairy Dips Sales Bland
  • Figure 2-12 Market Composition of Dairy Dips, Branded Vs Private Label, 2005
• Retail Channels
  • Figure 2-13 Total U.S. Retail Sales of Cultured Dairy Products by Retailer Type, 2005
• Factors to Growth
  • Unrealized Potential of Yogurt and Other Cultured Dairy Products
  • Organic Driving Growth
  • Yogurt Production Continues to Rise
  • Table 2-8 U.S. Yogurt Production, 1990-2005
  • Continuing Innovation Is Key
  • Certain Consumer Populations Key for Growth
  • Traditional Supermarkets Suffer
• Projected Growth
  • Total Cultured Dairy Market at $15.4 Billion by 2010
  • Table 2-9 Projected U.S. Retail Sales of Cultured Dairy Products, 2006-2010 (in billion $)
  • Figure 2-14 Projected U.S. Retail Sales for Cultured Dairy Products, 2006 - 2010 (in million $)
  • Cultured Fluid Drives 9.8% CAGR
  • Table 2-10 Projected U.S. Retail Sales of Cultured Dairy Products by Primary Category, 2005-2010 (in million $)
  • Smoothies to Nearly Quadruple by 2010
  • Table 2-11 Projected U.S. Retail Sales of Cultured Fluid by Sub-Categories, 2005-2010 (in million $)
  • Multi-Packs and Tubes to Drive Yogurt Sales
  • Table 2-12 Projected U.S. Retail Sales of Non-Drinkable Yogurt by Sub-Categories, 2005-2010 (in million $)
  • Mature Markets Limit Growth for Other Forms of Cultured Dairy
  • Table 2-13 Projected U.S. Retail Sales of Cream Cheese by Sub-Categories, 2005-2010 (in million $)
  • Table 2-14 Projected U.S. Retail Sales of Other Non-Pourable Cultured Dairy by Sub-Categories, 2005-2010 (in million $)

Chapter 3 The Marketers

• Many Types of Marketers
• Table 3-1 Select Marketers of Cultured Dairy Products by Primary Brand & Product Lines
• National Players Focus on Core Product Lines
• General Mills, Dannon Control Yogurt Market
• Table 3-2 IRI-Tracked Retail Sales of Top Yogurt Marketers (Non Drinkable & Drinkable Yogurt), 2005 (in million $)
• Dannon Dominates Drinkables
• Table 3-3 IRI-Tracked Retail Sales of Top Yogurt Smoothie/Drinkable Yogurt Brands, 2005 (in million $)
• Probiotic Shots and Kefir
• Yoplait Brand Rules Non-Drinkable
• Table 3-4 IRI-Tracked Retail Sales of Top Non Drinkable Yogurt (Single Cups, Multipack Cups & Yogurt Tubes) Brands, 2005 (in million $)
• Kraft Rules Cottage Cheese
• Table 3-5 IRI-Tracked Retail Sales of Top Cottage Cheese Marketers, 2005 (in million $)
• Table 3-6 IRI-Tracked Retail Sales of Top Cottage Cheese Brands, 2005 (in million $)
• Philly Is Cream Cheese
• Table 3-7 IRI-Tracked Retail Sales of Top Cream Cheese Brands, 2005 (in million $)
• The Leader in Dairy Dips Is Confusing
• Table 3-8 IRI-Tracked Retail Sales of Top Dairy Dip Marketers, 2005 (in million $)
• Table 3-9 IRI-Tracked Retail Sales of Top Dairy Dip Brands, 2005 (in million $)
• Sour Cream Is Sweet for Kraft and Daisy
• Table 3-9 IRI-Tracked Retail Sales of Top Sour Cream Marketers, 2005 (in million $)
• Table 3-10 IRI-Tracked Retail Sales of Top Sour Cream Brands, 2005 (in million $)
• Competitive Profiles
• Anderson Erickson Dairy Co.
  • Company Overview
  • Performance
  • AE' s Quality Promise
  • New Savory Cottage Cheese
• CoolBrands International, Inc.,
  • Company Overview
  • Performance
  • Breyer' s Acquisition
  • New Product Introductions
• The Dannon Co., Inc
  • Company Overview
  • Performance
  • Get Moving with Activia!
  • From Carb Counting to Curbed Cravings
• Dean Foods Co.
  • Company Overview
  • Performance
  • TreeHouse Spin-Off
• General Mills, Inc.
  • Company Overview
  • Performance
  • Multi-packs, Go-Gurt Smoothie New for 2006
• HP Hood LLC
  • Company Overview
  • Performance
  • Crowley Makeover
• Kraft Foods Inc.
  • Company Overview
  • Performance
  • Kraft Divests Breyer' s, Light n' Lively Yogurt Business
• Stonyfield Farm
  • Company Overview
  • Performance
  • The Farm Goes to Europe
  • Brown Cow Yogurt and Whole Grain Cereal
• Wells' Dairy, Inc.
  • Company Overview
  • Performance
  • Weight Watchers Alliance Gets Stronger
  • Blue Bunny Promotes Healthier Eating

Chapter 4 Marketing Dynamics

• Retail Scenario
  • Retail Packaging Dynamics
  • Single-Serve Shake Up
  • Packaging and Processing Innovations
  • Aseptic Packaging Misleading?
  • Seals Add Weight
  • Benefits of Rigid Packaging
  • Fresh-er Innovation
  • Maintaining Texture, Taste and Consistency
• Selected Advertising and Promotions
  • 2005 Ad Spending Low
  • Stonyfield Farm Initiatives
  • Reaching Out To Kids
  • Eco-Marketing
  • Horizon Organic' s Sampling Program
  • Weight Watchers and Wells' Dairy Mix It Up
  • Yoplait Aggressively Promotes Health & Wellness
  • DMI' s Slimmer Summer Effort
  • Dannon Product Placement And Eco-Marketing
  • Crowley Gets A Makeover
• New Product Introductions
  • Yogurt New Product Highlights
  • Table 4-1 Selected New Product Introductions: Yogurt Brands and SKUs, 2005-2006
  • Table 4-2 Yogurt Top 20 New Product Selling Points, by # of Times Mentioned in New Products Introductions, 2005-2006
  • Table 4-3 Yogurt Top 20 Product Flavors, by # of Times Mentioned in New Product Introductions, 2005-2006
  • Drinkable Yogurt And Smoothies New Product Highlights
  • Table 4-4 Selected New Product Introductions: Drinkable Yogurt/Smoothie Brands and SKUs, 2005-2006
  • Table 4-5 Drinkable Yogurt and Smoothie Top 20 Product Benefits, by # of Times Mentioned in New Product Introductions, 2005-2006
  • Table 4-6 Drinkable Yogurt and Smoothies Top 20 Product Benefits, by # of Times Mentioned in New Product Introductions, 2005-2006
  • Other Cultured Dairy New Product Highlights
  • Table 4-7 Selected New Product Introductions: Other Cultured Dairy Brands and Number of SKUs Introduced, 2005-2006
  • Table 4-8 Other Cultured Diary Top 20 Product Benefits, by # of Times Mentioned in New Product Introductions, 2005-2006
  • Table 4-9 Other Cultured Dairy Top 20 Product Benefits, by # of Times Mentioned in New Product Introductions, 2005-2006

Chapter 5 The Consumer

• Simmons Consumer Survey
• Simmons Data on Cultured Dairy Products
• Table 5-1 Percent of Adult Consumers Who Use Cultured Dairy Products by Type and Brands, January 2005-September 2005
• Product Usage Patterns by Demography
• Patterns by Age Bracket
• Table 5-2 Indices for Selected Cultured Dairy Products by Age, January 2005-September 2005
• The Gender Skew
• Patterns by Race/Ethnicity
• Table 5-3 Indices for Cultured Dairy Products by Gender and Race, January 2005 to September 2005
• Patterns by Household Income
• Table 5-4 Indices for Cultured Dairy Products by Household Income, January 2005 to September 2005
• Patterns by Household Size and Presence of Children
• Table 5-5 Indices for Cultured Dairy Products by Marital Status & Household Size, January 2005 to September 2005
• Table 5-6 Indices for Cultured Dairy Product Types by Age of Children in Household, January 2005 to September 2005
• User Profiles Can Be Dramatically Different
• Table 5-7 Demographic Characteristics Favoring Use of Drinkable Yogurt & Buttermilk, January 2005 to September 2005
• Psychographic Profiles
  • Yogurt and Cottage Cheese Psychographics
  • Calorie-Conscious
  • Experimental
  • Smart and Committed
  • Other Food and Diet Related Statements
  • Table 5-8 Yogurt User Response to Health and Food Statements, by Heavy, Medium, Light and Non-Usage in the Past 30 Days
  • Table 5-9 Cottage Cheese User Response to Health and Food Statements, by Heavy, Medium, Light and Non-Usage in Last 7 Days
  • Cream Cheese and Sour Cream Psychographics
  • Calorie-Conscious
  • Experimental
  • Smart and Committed
  • Table 5-10 Cream Cheese User Response to Health and Food Statements, by Heavy, Medium, Light and Non-Usage in Last 30 days

Chapter 6 Trends

• The Trinity: Taste, Convenience, and Health
• Taste, Texture and Flavor Expectations
• Convenience Counts
• Health & Wellness Revolution
• Advancements in Technology Further Enhancing Healthful Halo
• Functional and Fortified
• Table 6-1 Reasons For Controlling Diet (% of consumers)
• Plant Sterols
• Fiber Again In Vogue
• Omega-3 Fatty Acids Gaining Interest
• Gluten-free Growing
• Probiotics and Prebiotics
• Alternative Sweeteners Further Displace Sugar
• Organic Driving Growth
• Figure 6-1 Share of U.S. Retail Sales of Organic Foods and Beverages by Product Category, 2005 (%)
• Obstacles to Growth
• Table 6-3 Consumer Unaided Responses About Requirements for Foods to Be Called Organic (%)
• Yogurt Leads Category in Organic
• Figure 6-5 Refrigerated Yogurt: Mass-Market Sales Growth of Organic Brands vs. Conventional Brands, Private-Label, and Overall Category, 2004-2005 (% change)
• Cultivating Other Cultured Dairy Organics
• Glycemic Index Encourages Balance
• High End, Gourmet No Longer Elite
• Upscale Private Label
• The Super Food Phenomenon
• Yogurt, The Most Super
• Other Product Trends
• Limited Edition and Seasonal Flavors
• Multiple Use
• The New Age of Ingredients
• Co-Branding
• The World Is Shrinking
• Beauty Foods
• Energy Enhancement
• Room For Indulgence
• Consumer Populations Key For Growth
  • Opportunities With The Hispanic Consumer
  • Targeting Boomers Healthy Living Efforts
  • Women Know It' s About More Than Calcium
  • Cultured Dairy Is Kids' Play
• Retail Trends
  • Yogurt Stores Hit the Streets
  • Traditional Supermarkets Suffer

Chapter 7 Regulatory Overview

• Government and Industry Organizations
• Current Regulatory Scene
• FDA Allows for Filling Sour Cream without Sorbates
• USDA' s National Animal Identification Tagging System Approved
• Farm Reauthorization Bill in 2007
• Global Dairy Reform
• Labeling Overview
  • Standards of Identity
  • Yogurt and Other Cultured Dairy Foods
  • Table 7-1 U.S. Standards for Select Cultured Dairy Products
  • Changing Culture Content Requirements
  • Live and Active Culture Seal
  • Labeling Nomenclature
  • Provide the Facts: Nutritional Information Musts
  • Trans Fats Are a New Addition
  • Products That Are Exempt
  • Nutrition Regulations in Foodservice
  • A Variety of Possible Claims
  • Types of Health Claims
  • Health Claims That Meet Significant Scientific Agreement
  • Qualified Health Claims
  • Structure/Function and Dietary Guidance Claims
  • Nutrient Content Claims
  • Allergen Issues

Appendix: Selected Addresses