Key dairy brands continue to record healthy sales, due to their strong nutritional credentials and the growing numbers of consumers baking and cooking at home more
Apr 12 2012 By Gillian Hamill
At a glance: DAIRY
- Danone Danacol drinks are the number two brand in the heart health segment (Source: AC Nielsen MAT 25 Dec 2011)
- Danone Actimel remains the leading brand in the fresh dairy sector with 13.1% value market share, with over 84 million bottles consumed and nearly half of Irish families buying Danone Actimel (Source: AC Nielsen w/e 12.3%, 29 Jan 2011)
- Danone Actimel, Ireland’s number one* FDP brand has announced the launch of new Actimel Powerfruit (Source: AC Nielsen Vol Share 12.3%, 29 Jan 2011)
- The Müller Corner range is the number two yogurt brand and is purchased by 43% of Irish households*
- Müllerlight is the number one diet/low fat yogurt brand*
- *(Source: Kantar Worldpanel Republic of Ireland 52 w/e 22.1.12)
- The whipped cream category is currently growing at 9% with Avonmore commanding 81% share of the whipped cream market
- Avonmore Cream is the market leader in the cream category with 47% market share (MAT March 2012)
- Kilmeaden is Ireland’s number one selling mature cheese block
- Cathedral City Cheddar is worth €269m (Source: £224m Kantar 52wk WE 22.1.12) and is Britain’s number one selling cheese
- Avonmore Milk is Ireland’s number one milk brand and the second largest grocery brand in the country
Overall, the dairy category continues to benefit strongly from the consumer perception that it offers healthy products with high nutritional value. The increase in home entertainment, cooking and baking can be seen in the sales of cream, which have risen in recent years. Whipped cream is currently recording impressive rises, with growth at +9%. Butter and grated and natural cheese products have also benefited from greater use in school lunch sandwiches, as have yogurts.
It is interesting to note that according to the National Dairy Council, cottage cheese and pic’n’mix are doing well, with strong growth, albeit from a small base, but again reflecting an increased emphasis on self-catering even when out of the home. Recent Nielsen data also shows large format pack sizes of milk are showing the strongest volume increases, while low fat milk is also gaining in popularity over whole milk.
Available in a range of flavours and formats, Danone Activia is Ireland’s leading potted yogurt brand
Ireland’s number one potted brand
Introduced to Ireland in 1998, Danone Activia is the number one pot yogurt brand in Ireland and comes in a range of flavours. The brand is available across a mix of single serve and multipack formats: Fruit, Fruit Fat Free, Fibre, Natural and Intensely Creamy. As part of breakfast, lunch, dinner or as a snack there is an Activia for every moment of the day.
With Easter just around the corner, Danone is teaming up again with Martine McCutcheon to promote the Danone Activia Intensely Creamy range of yogurts. These smooth, creamy yogurts come in six flavours including Velvety Vanilla and Smooth Caramel. The Danone Activia Intensely Creamy range tastes indulgent, yet as each yogurt contains only 3% fat, they are perfect for a snack or treat anytime of day.
Danone Activia Intensely Creamy yogurts come in a range of six flavours: Sumptuously Strawberry, Peaches and Cream, Zesty Lemon, Raspberries and Cream, Velvety Vanilla and Smooth Caramel; and Raspberries & Cream now has a new improved taste. Packs of four pots (120g each) retail at €2.69.
Danone Greek will be supported by a series of in-store tastings across the country, a 20-second television advert and strong Grecian-themed in-store point of sale materials
The new yogurt taste sensation
Danone has recently launched Danone Greek into the Irish market. Rich, smooth and creamy, Danone believes this is an indulgent eating experience that consumers will want to savour and enjoy.
Gillian Furey, senior brand manager, Danone Ireland, said: “Danone‘s Greek Yogurt combines a smooth and creamy texture with a great taste, and is unlike any other yogurt product currently on the Irish market. We believe that Irish consumers will really enjoy this high-quality, high-indulgence yogurt as a snack or dessert. It really is a little taste of heaven.”
In the heart health segment, Danone Danacol drinks are the number two brand
Danone Greek comes in a choice of three flavours: natural, strawberry and pear, in twin packs of individual 125g portions. Packs of two retail at €1.69, and are available in Tesco, Dunnes Stores, Superquinn and Supervalu stores nationwide. The new Danone Greek range nationwide is being supported by a series of in-store tastings across the country; a 20-second television advert and strong Grecian-themed in-store point of sale materials.
Many people in Ireland have high cholesterol, which is one of the key risk factors for heart disease. To address this need, Danone Danacol is a tasty low fat dairy drink with added plant sterols which are proven to reduce cholesterol. Danone Danacol drinks are the number two brand in the heart health segment. (Source: AC Nielsen MAT 25 Dec 2011)
Health has become one of the major consumption trends as younger generations are increasingly eating for healthier reasons. Dairy enjoys a strong “naturally healthy” image in consumers’ minds and has become a credible category for health messages*. By tapping into key shopper trends and targeting new audiences, Danone has created excitement across the dairy aisle.
Danone Actimel leads the fresh dairy sector with 13.1% value market share
Danone Actimel remains the leading brand in the fresh dairy sector with 13.1% value market share**. With over 84 million bottles consumed and nearly half of Irish families buying Danone Actimel it reinforces its appeal with Irish consumers. Danone Actimel is available in 11 flavours, including four fat free varieties. Breakfast is a key consumption occasion of the day and now at 42c per bottle,*** Actimel is not only tasty and convenient but also great value.
Throughout 2012, Actimel will be supported with a heavyweight marketing campaign to grow sales.
Actimel contains no artificial colours, flavours or preservatives and is suitable for all the family.
*(Source: New Nutrition Business Jan 2012)
**(Source: AC Nielsen w/e 12.3%, 29 Jan 2011)
*** (Based on a 12 pack retailing at €4.99. Retailers are free to set their own prices in accordance with applicable law.)
Power fruits offer powerful support
Danone Actimel, Ireland’s number one* fresh daily produce (FDP) brand has announced the launch of new Actimel Powerfruit.
Actimel Powerfruit is high in vitamin C and represents a convenient way for consumers to help support their immune system
Powerfruit contains exclusive L. casei cultures and natural vitamin C from the Acerola berry. Acerola is a small but powerful fruit found in the Caribbean and South America and is one of the most vitamin C rich fruits in the world. In fact, Acerola contains 30 times more vitamin C than a lemon. With a 5% acerola berry content Actimel Powerfruit delivers 30% of the RDA of vitamin C per 100g bottle. Each bottle of Powerfruit is high in vitamin C making it a tasty, convenient way for consumers to help support their immune system**.
Actimel Powerfruit has a proven track record in other Danone markets and with a heavyweight campaign to support its launch including a dedicated TV copy, outdoor, PR and instore sampling, the brand is confident that Actimel Powerfruit will drive growth in the category.
Actimel Powerfruit contains no artificial colours, flavours or preservatives and comes in handy four packs in two flavours, Multifruit and Strawberry Cranberry.
*(Source: AC Nielsen Vol Share 12.3%, 29 Jan 2011)
**Powerfruit with L casei cultures, contains Vitamins B6, D & C which contribute to the normal function of the immune system.
The Müller Corner Favourites Limited Edition six-pack represents the first time that a Corner six-pack has been created exclusively for the Irish market
Tempting trio of launches
Müller Dairy is expanding its already extensive portfolio of yogurts even further with a trio of launches already under its belt this year.
April heralds the arrival of a very special new addition to the Müller Corner range - the number two yogurt brand* which is purchased by 43% of Irish households*. The new Müller Corner Favourites limited edition six-pack, which brings together the three best-selling corner single pots in Ireland* - Crunch Corner Vanilla Chocolate Balls, Crunch Corner Milk Chocolate Digestive and Strawberry Fruit Corner - in one ‘family favourites’, pack is a ground-breaking initiative as it is the first time that a Corner six-pack has been created exclusively for the Irish market.
The Corner Favourites Limited Edition six-packs containing two pots of each flavour will be available until 31 August 2012, and the launch follows hard on the heels of another innovative move from Müller Dairy.
Müller Dairy plans to maintain its impressive sales momentum this year by introducing innovative NPD
Last month, Müllerlight, the number one diet/low fat yogurt brand,* extended its reach into the rapidly growing Greek yogurt sector with the launch of a new Müllerlight range of fat free Greek style yogurts. Available in three flavours - Coconut with a hint of Vanilla, Honeyed Peach and Morello Cherry - Müllerlight Greek Style yogurts combine the thick and creamy consistency of Greek style yogurt and the great taste associated with Müller brands with the dieter’s ‘nirvana’ of being great tasting and fat free.
Each of the three flavours is available in a single-flavour four x 120g pack format.
Firmly established as one of the big success stories in the yogurt category - Müllerlight has shown phenomenal year on year growth across the trade in Ireland* - and the company attributes the strong performance in part to the rolling series of limited edition lines which have generated incremental sales for the brand by appealing to new as well as existing consumers.
Müller Dairy will be maintaining the sales momentum this year through the introduction of more new flavour combinations for the leading diet/low fat brand*. First off the blocks in 2012 is Müllerlight Mint sprinkled with dark chocolate, which made its debut in February and has already proved to be an instant success with consumers.
*(Source: Kantar Worldpanel Republic of Ireland 52 w/e 22.1.12)
Avonmore Cooking Cream has 50% less fat than standard cream but offers no compromise on taste or texture
A dream of a cream
New to market, Avonmore Cooking Cream is a new product innovation, unique to the Irish market. With 50% less fat than standard cream but with no compromise on taste or texture, Avonmore Cooking Cream has a smooth, thick consistency for savoury dishes thus ensuring great results every time.
With significant growth in cooking from scratch and entertaining at home, Avonmore Cooking Cream is ideal for savoury dishes such as curries, pastas and sauces. With 50% less fat and a smooth texture, it provides consumers with an excellent alternative to full fat creams. Avonmore Cooking Cream comes in a handy pot with pouring spout and re-closeable lid for easy storage.
Avonmore Cooking Cream is featured on Avonmore Cream Weatherline stings and on the Avonmore Recipe website www.cookwithavonmore.ie which hosts over 200 recipes covering starters, mains, desserts and coffees and gives consumers lots of tasty options and recipe ideas for Avonmore’s wide portfolio of cream offerings.
Avonmore commands an 81% share of Ireland’s whipped cream market
Perfect partner for summer dining
A must for everyone’s shopping list this summer has to be Avonmore Cream. Produced by Glanbia Consumer Foods, the range consists of Fresh Cream, Double Cream, Sour Cream, Cooking Cream, convenient Freshly Whipped Cream and the Freshly Whipped Baileys Cream.
The Avonmore range has a cream for all your summer treats, whether it is Fresh Cream poured over strawberries or Freshly Whipped Cream served with meringues, apple pies or summer berries. The whipped cream category is currently growing at 9% with Avonmore commanding 81% share of the whipped cream market. Avonmore Freshly Whipped Cream is already whipped and ready to serve making it convenient for consumers to just spoon straight on to their favourite dessert. Whipped Cream is a must stock item especially for summer when consumers are stocking up on fresh berries and are seeking easy dessert solutions.
Avonmore Sour Cream also offers the ideal accompaniment for savoury meal occasions this summer. Perfect for summer barbecues, light savoury meals such as fajitas and baked potatoes, and of course as a dip with nachos or salad, Avonmore Sour Cream is available in a handy 200g re-closable tub, guaranteeing freshness and convenience for shoppers.
Available nationwide, the range offers the fresh taste shoppers expect from Avonmore in convenient formats and pack sizes suitable for today’s lifestyles.
All Avonmore key selling SKUs are now available in an easy pour bottle providing consumers with added convenience of an easy pour, easy grip bottle perfect for adding cream to all their favourite dishes.
Avonmore Cream is the market leader with 47% market share (MAT March 2012) and continues to drive strong growth in the category.
Kilmeaden Smooth & Mature has subtle sweet notes and offers cheddar lovers a new taste sensation
Even more options from the ‘fillet of cheddar’
Multi-award winning Kilmeaden Cheese continues to solidify its reputation as the ‘fillet of cheddar’ by providing Irish cheese lovers with even more options. Kilmeaden Lighter Mature has only half the fat of standard cheddar which is perfect for Kilmeaden lovers who are looking for a low fat alternative. Kilmeaden Smooth & Mature is a cheddar with subtle sweet notes, perfect for cheddar lovers who are looking for a new taste sensation.
The quality and uniqueness of Kilmeaden can be attributed to a strict selection process which ensures only the best cheddar goes into Kilmeaden, hence the promise that “we select the best, and take away the rest". Kilmeaden is matured for up to 10 months giving it all the time it needs to develop its distinctive flavour and unique taste.
Kilmeaden Lighter and Kilmeaden Smooth & Mature both carry the heritage, craft and taste credentials of the number one selling mature block in Ireland.
Cathedral City Cheddar is Great Britain’s number one selling cheese
An alternative cheddar of the highest quality
Add a slice to sandwiches, sprinkle it on pasta, grate it over jacket potatoes, melt it on toast or enjoy it on its own. Cathedral City Cheddar is worth €269m (Source: £224m Kantar 52wk WE 22.1.12) and is Britain’s number one selling cheese. Cathedral City is made from a traditional west country recipe at its award winning creamy in Davidstow Cornwall.
Cathedral City is matured over many months to produce its distinctive smooth, rounded, mellow flavour. As well as it tasting great, its a good source of calcium and suitable for vegetarians. Cathedral City is available in block, sliced, grated and snacking lines and offers the Irish consumer an alterative cheddar that is of the highest quality.
For more information on Cathedral City visit its website at www.cathedralcity.co.uk
or contact its Irish distributor, PRM Ltd, by emailing email@example.com
or telephoning +44 28 92620200.
Avonmore’s “Let your Little Heroes Shine” campaign is specifically targeted at mums and focuses on vitamin D and the contribution it makes to healthy teeth and bones
Avonmore toasts one million glasses success
Avonmore Milk, Ireland’s number one milk brand and the second largest grocery brand in the country, is set to launch a new campaign called “Peak Freshness”, to demonstrate the great lengths it goes to, to guarantee its milk reaches Irish consumers at the peak of perfection. The campaign is devised to support Avonmore’s on-going nationwide growth strategy as well as drive the extension and appeal of its value added milk portfolio.
The new campaign will see a new 40 second ad air across all channels from 2 April. The ad creative is inspired by archive advertising that positioned Avonmore as the ‘champagne of milks’ in terms of quality and freshness credentials. The story opens on a mum and child pouring fresh milk into a glass, which when the camera pulls back reveals a milk glass foundation – a celebration of the fact one million glasses of Avonmore Irish milk are enjoyed daily. The campaign will be supported by a multi station radio campaign, in-store media at point of purchase and communication on over one million Avonmore Fresh and Light packs weekly.
Avonmore is continuing its strategy of driving growth in the premium fortified milk sector which is led by the Avonmore SuperMilk brand. The launch of new and improved Super Milk was supported by a brand marketing campaign which included advertising and digital activation, and will continue throughout the year. The advertising campaign entitled “Let your Little Heroes Shine” is specifically targeted at mums and focuses on vitamin D and the contribution it makes to healthy teeth and bones. There is also an extensive in-store sampling and couponing to drive trial of Avonmore Super Milk.
Avonmore has introduced new Heart Active Milk with added plant sterols which have been proven to reduce cholesterol
In February, Avonmore introduced new Heart Active Milk with added plant sterols which have been proven to reduce cholesterol. Cholesterol is now a mainstream health issue, with one third of the Irish population concerned about their cholesterol levels and over one third of all households buying cholesterol lowering product, in a sector that continues to grow. The introduction represents the first Irish fresh milk with added plant sterols to be made available and the roll out has already exceeded expectations in the seven weeks since launch.
The Avonmore Heart Active launch was supported by a heavyweight brand marketing campaign, including; advertising, digital, PR, on-pack adverts, and a strong focus on in-store tastings nationwide. This campaign will continue throughout the year with a particular focus on in-store tastings and couponing to allow consumers to learn more about the product and sample the great taste for themselves. Heart Active will also feature on Avonmore's sponsorship of the weather on RTE and TG4.
Avonmore Peak Fresh Milk is available now nationwide at a RRP of 1 litre €1.14 and 2 litre €1.99. Avonmore Heart Active Milk is available in a 1 litre format and is competitively priced at a recommended retail price of €1.79.