Cream of the crop

Avonmore Milk is Ireland’s favourite, with over 30% market share in value

They say the cream of the pack always rises to the top. That's certainly true of whipped cream which is growing at 26.2% MAT, while milk is also pushing ahead.

Brand Central

10 June 2009

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At a glance: MILK & CREAM

Avonmore Milk, from Glanbia Consumer Foods, continues to be Ireland’s favourite, with over 30% market share in value
Since June 2008, Avonmore has promoted Barretstown on-pack across its milk range, and invites customers to contribute to a €2 million target
Premier Milk has recently re-launched with a brand new pack design to celebrate its 43rd birthday and features a new ‘Rediscover Dublin’ on-pack promotion
CMP has been supplying milk to consumers across County Cork for more than 40 years, and has a new pack design, complete with a ‘Discover Cork’ on-pack promotion
Snowcream Milk has an on-pack promotion entitled ‘Come Cook with the Expert,’ with award-winning chef Paul Flynn
Avonmore Cream is the market leader in the cream category with 56.1% market share (MAT April 2009) and continues to drive strong growth in this category
Whipped cream is achieving the highest growth levels in the cream category with growth at 26.2% MAT
Connacht Gold (milk and cream products) is the number one brand in the west of Ireland and number five brand nationally in milk (source AC Neilsen)

Described by Glanbia consumer foods chief Colin Gordon as “the single biggest category within the grocery business in Ireland,” liquid milk has proven resilient in the current climate. There has been a strong focus on new product development, particular with a health enhancing focus, and this can be said of the entire dairy sector; increased nutrient levels (especially calcium) remain crucial for consumers, and lower-fat options also. There have also been increased lunchbox variants launched onto the market for kids as these are viewed as convenient and nutritious snack options.

A proven track record

Avonmore Milk, from Glanbia Consumer Foods, continues to be Ireland’s favourite, with over 30% market share in value. The continued success of the Avonmore milk brand is attributed to a commitment to innovation and investment in highly visible national marketing campaigns, led by the flagship sponsorship of Weather-Line across all three terrestrial channels.

Avonmore has a proven track record in driving value and growth within the milk category and has developed a fresh milk portfolio that offers consumers choice across low fat, fortified and skimmed. The recent launch of Avonmore Lactose Free milk into the specialty sector demonstrates an ongoing recognition of emerging consumer trends towards health and wellbeing. In addition, Avonmore understands that it is the value-added sector that continues to drive growth within milk; growth that is being led by Avonmore SuperMilk.

Since June 2008, Avonmore has actively promoted Barretstown on-pack across the Avonmore Milk range, raising awareness of Barretstown’s work and inviting customers to contribute to the e2 million target. This May, Avonmore launched the “Avonmore Big Picnic for Barretstown” which encourages families to host their own picnic and raise much needed funds for this very worthy cause. For more information visit www.sendmorefamilies.com.

Premier Milk has re-launched with a brand new pack design to celebrate its 43rd year as an iconic Dublin brand

Regional regents

Three of Glanbia’s iconic regional brands have recently unveiled new pack designs, supported by on-pack promotions, to demonstrate the ongoing strong regional links each brand has.

To celebrate its 43rd year as an iconic Dublin brand, Premier Milk has recently re-launched with a brand new pack design which will continue to feature one of Dublin’s most loved landmarks, the Ha’Penny Bridge. The new packaging will run across the brand’s entire range and will also include a new ‘Rediscover Dublin’ on-pack promotion. The promotion allows consumers to collect tokens from Premier Milk packs and redeem them for two-for-one passes to many of Dublin’s great attractions and days out, saving an impressive €40 at the same time. The promotion will run from May to August and will be supported heavily by outdoor, press and radio.

CMP has been supplying milk to consumers across County Cork for more than 40 years and its new pack design launched at the end of May continues to celebrate CMP’s local heritage by featuring the iconic Shandon Tower. The CMP brand will be supported during 2009 with a tailored marketing and sales programme, including a ‘Discover Cork’ on-pack promotion. By collecting coupons on-pack they will get a chance to see a new view of the city, while saving up to €40. The promotion which runs from June to September will be supported with a local advertising campaign.

Support of the local community is also important to the CMP brand, which is demonstrated through its ongoing partnership with the Cork Community Games. Through this CMP seized on “the opportunity to help keep children active and healthy,” and importantly, in “a local event run by local people,” said Sean Lordan of Glanbia.

Snowcream Milk continues to be closely associated with the southeast region, a link most vividly brought to life last year through the re-launch of the brand with new packaging. This summer, Snowcream Milk launches a pack promotion entitled ‘Come Cook with the Expert,’ linking up with Paul Flynn, award winning chef from Dungarvan’s very own Tannery Cookery, to offer some ‘money-can’t-buy’ competition prizes. For top prize, consumers have the chance to win an exclusive dinner party, prepared by Flynn himself, for up to eight people at the new Tannery Cookery School.

This promotion will be supported with a local media campaign, including promotions on WLR and through the ongoing sponsorship of the Snowcream Big Match.

Avonmore Cream is the market leader in cream with 56.1% market share

Cream of creams

Avonmore Cream is the market leader in the cream category with 56.1% market share (MAT April 2009) and continues to drive strong growth in this category. Produced by Glanbia Consumer Foods, the ‘cream of creams’ range consists of Fresh Cream, Double Cream, Sour Cream, Light Cream, convenient Freshly Whipped Cream and the new Freshly Whipped Baileys Cream.

The Avonmore range has a cream for all occasions this summer. The season will also see the launch of a special extra-fill promotional pack of Avonmore Freshly Whipped Cream.

Whipped cream is the sector that is achieving the highest growth levels in the category with growth at 26.2% MAT, which Avonmore attributes to the growth of the Avonmore Freshly Whipped Cream range.

Avonmore Sour Cream meanwhile, offers an ideal accompaniment for savoury meal occasions this summer. Perfect for summer barbecues, light savoury meals such as fajitas and baked potatoes, and 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.

Connacht Gold (milk and cream products) is the brand leader in the west of Ireland and number five brand nationally in milk

Going for gold

Connacht Gold (milk and cream products) is the number one brand in the west of Ireland and number five brand nationally in milk (source AC Neilsen), having invested strongly in its products through on-pack and above the line activity. The brand has a very strong distribution fleet in the west of Ireland boasting seven days a week delivery to all key accounts, servicing the retail, foodservice and hospitality markets. Connacht Gold successfully launched its new cream bottle in 2008 and has seen increasing sales through this packaging concept, whilst still maintaining existing cream sales.

Connacht Gold will continue to invest across all its branded offerings in 2009 and deliver best in class product and service.

Pots of fun

Manufacturers are emphasing yoghurts’ all natural health credentials to capture the key health and wellness lifestyle segment. According to Euromonitor, this is highlighted by the success of probiotic yoghurt, “which is rapidly becoming somewhat of a new industry standard”

At a glance: YOGHURTS

Yoplait brand has been Ireland’s family favourite for over 30 years, leading the fruit yoghurt sector with 70% market share
Glanbia is investing more than €1.5 million in a heavyweight marketing campaign for Yoplait Mixed Seeds in 2009
Yoplait Petits Filous leads the kids yoghurt market with 60% market share
Danone Actimel continues as the number one brand in yoghurt, with 16.1% of the total market
Activia continues to be one of the fastest growing brands in FDP with sales +10%. (Source: AC Nielsen Scanning date – 19 April 2009)
Dr Oetker’s Onken is one of Ireland’s leading big pot yoghurt brands (AC Nielsen 22 February 2009)

Fruits of our labour

Made in Ireland and synonymous with high-quality, the Yoplait brand has been Ireland’s family favourite for over 30 years, leading the fruit yoghurt sector with 70% market share. Free from artificial colours or preservatives, and available in a range of nine flavours, Yoplait Fruit yoghurt is made with real fruit or nut pieces and fresh Irish milk. Each pot contains daily essential ingredients (calcium, protein and fruit) that make an important contribution to a healthy and balanced diet.

Seeds shooting up

Yoplait Mixed Seeds is a recent innovation from Yoplait. A wholesome, tasty natural yoghurt, Yoplait Mixed Seeds helps to balance the diet and aid digestion, gently and naturally. Available in all trade outlets, Mixed Seeds offers a boost to digestion the natural way.

As lifestyles become busier and more frenetic, Yoplait Mixed Seeds is the perfect product for people who are looking for simple and holistic foods that make life more manageable. Yoplait Mixed Seeds was inspired by the growing consumer demand to take ownership of their own nutritional requirements and can contribute to the maintenance of a balanced diet.

Glanbia is investing more than €1.5 million in a 2009 heavyweight marketing campaign for Yoplait Mixed Seeds across television, press advertising and an extensive sampling campaign. Mixed Seeds is available nationwide in a convenient four pack format (4 x125g) at RSP €2.49 and single 125g pots at RSP €0.65.

Naturally playful

Made in Co Wexford with 100% natural ingredients, Petits Filous fromage frais from Yoplait has been a family favourite in Ireland for over 20 years.

Leading the kids yoghurt market with 60% market share, Yoplait Petits Filous has invested in a heavyweight and ambitious marketing campaign with national advertising across television, press and radio. Playing on the double meaning of natural with its ‘What could be more natural?’ headline, the campaign is all about celebrating the little memorable moments in a little rascal’s daily life. It will also be significantly leveraged below the line through PR and on-pack activity.

Made with real fruit purée and Irish milk, Petits Filous offers a nutritionally balanced source of protein and minerals such as calcium; essential for young children’s growth. Easy to consume with no solid pieces, Petits Filous (French for little rascals) is ideal for growing babies and as a solution for weaning mothers. And because kids enjoy its creamy texture and fruity taste, it’s an ideal addition to any children’s meal or lunchbox. For more information visit www.petitsfilous.ie.

Flavoursome fun

Danone Actimel continues as number one brand in yoghurt [FDP] with the highest penetration and rate of sale. The brand accounts for 16.1% (AC Nielsen Scanning date – 19 April 2009) of the total market.

Danone Actimel is available in four, eight and a big value 12 pack and in a range of 11 flavours, with its most recent launch of Strawberry & Banana 12 pack proving to be a particularly popular flavour with children. New re-designed Actimel packs are now on the market.

Activating sales growth

Danone Activia continues to be one of the fastest growing brands in FDP with sales +10% (AC Nielsen Scanning date – 19 April 2009). Danone Activia contains the unique culture Bifidus ActiRegularis and is scientifically proven to help improve slower digestive transit.

In 2009, Danone Activia will continue to drive category innovation by adding a touch of luxury to its range of functional yoghurts, with a delicious new dessert, Danone Activia Intensely Creamy. As expected from Danone, Activia Intensely Creamy is supported by a heavy media campaign. The new format is driving volumes and incremental sales.

Danone Activia Intensely Creamy has been developed to meet the needs of health conscious people looking for an everyday indulgence. With just 3% fat and only 118 calories per pot, Danone Activia Intensely Creamy not only presents a new option for a guilt-free and delicious dessert, but also offers the digestive health benefits associated with Danone Activia yoghurts.

Wholy wholegrain

Dr. Oetker is launching its summer-long marketing campaign for its Onken Yogurt range in June. The campaign includes point of sale activity, in-store sampling, recipe development and a consumer communications programme.

One of Ireland’s leading big pot yoghurt brands (AC Nielsen 22 February 2009), Dr. Oetker Onken uses high quality ingredients to produce its range of yoghurts and the smooth and creamy texture delivers indulgence with none of the guilt.
Dr. Oetker Onken is available in three ranges: Natural, Wholegrain and Fruit. Natural Biopots have a luxurious taste and smooth texture.

Onken Wholegrain Biopots are big pot yoghurts bursting with real fruit and the nutritional benefits of wholegrain. It is available in three flavours, Peach, Strawberry and Summer Berries, delivering a creamy yoghurt with the bite of five different types of wholegrain.

Onken Fruit Biopots come in three creamy flavours: Mango, Papaya & Passion Fruit, Raspberry, and Rhubarb & Vanilla, all with real fruit pieces. For more information, visit www.oetker.ie.

The creamiest milk

Milkybar dairy dessert is a smooth and creamy white chocolate dairy dessert. With its strong heritage, the Milkybar brand brings up the nostalgia of good childhood memories to consumers, which the brand says translates into strong sales.
Milkybar is a solid brand from the Nestle chilled dairy dessert portfolio, delivering a steady performance over the years. Nestle believes the new promotional pack Milkybar 100% extra free will help drive sales in June.

Say cheese

New packaging which offers greater convenience and helps consumers cut back on unwanted wastage is making cheese one of the first words on consumers’ lips when it comes to handy snacking and barbeque fare this summer.

At a glance: CHEESE

Charleville is valued at €22.5 million and growing at 5% YOY
EasiSingles is the brand leader in the individually wrapped slices market; valued at e6.5 million and growing at 27%
Philadelphia is Ireland’s number one soft white cheese (85% value share)
The Laughing Cow has the number one position in the Irish processed cheese portions market with a 70% value share
LowLow is the number two brand in the Irish cheese market, growing at 13% YOY (AC Nielsen, MAT, March 2009)

Probiotics has been an important health trend for the dairy category, although figures show there is still a lot of room for growth in the cheese segment where this development is concerned. According to Euromonitor, fortified cheeses account for only approx 1% of the $100 billion global cheese market. In contrast, reduced fat cheese is performing well, and global sales nearly doubled between 2002 and 2007, reaching $9 billion.

Evidence from the British cheese market indicates that consumers are still willing to pay for higher quality cheese products, specifically for use in cooking or cheese boards, which is boosted by the rise in at-home entertaining. Nigel White, secretary of the British Cheese Board, has said that producers of both higher-end branded cheeses and more value-focused private label products are both performing well. White also suggested that after a drop in the speciality cheese market during mid 2008, demand picked up and returned to normal by Christmas.

Charville’s angels

Charleville is Ireland’s number one cheese brand; a favourite for all the family, offering consumers a wide variety. For those who love block, there is an option from Light to Extra Mature, to suit every palate. For added convenience, Charleville has an extensive range of grated and sliced options. The brand also offers a range of Cheese Spreads, available in Ham, Onion and Cheddar.

Charleville also continues to lead the way in innovation. This was demonstrated once more in the brand’s recent move into ziplock packaging, which formed part of a relaunch campaign last year. This new ziplock format across Charleville’s entire block range provides added freshness for longer and helps to reduce unwanted wastage; providing extra convenience for families.

Since January, Charleville has also been on the airwaves with a brand new creative. Craft and history are values which surround many traditional foods like cheddar, and this commercial communicates these values, strengthening the emotional connection with consumers.

Charleville is valued at €22.5 million and growing at 5% YOY (AC Nielsen, 22 Feb 2009). The brand says it is committed to driving ongoing growth in the category and has a strong support plan in place to achieve this.

Take it Easi

EasiSingles, loved by families throughout ROI for its unique taste, texture and convenience, is the brand leader in the individually wrapped slices market. Valued at €6.5 million and growing at 27% (AC Neilson 22 Feb 2009), EasiSingles is committed to driving growth in this category.

With the barbecue season fast approaching, EasiSingles is an ideal accompaniment, offering the ultimate in convenience for families. Popular for its meltability and taste, it is an essential ingredient at barbecue time.

A key part of the growth that the brand has experienced over the past year or so has been realised through new and exciting NPD offerings, which are revolutionising the category. EasiSingles has launched successfully into the grated cheese category, providing the same Easisingles melt that is perfect for pasta or as a pizza topping. The brand also plays a big part in the block category, with its Chunky Block offering.

Easisingles will be supported heavily throughout the year, with strong bursts of the popular ‘Cloud’ advert on television. This media, combined with various PR initiatives and in-store promotion, marks significant activity and investment in the brand in 2009.

Shaping up nicely

As Ireland’s number one soft white cheese (85% value share; Nielsen Total Scantrack to 22 April), Philadelphia continually strives to bring retailers the best possible product offering to the chilled shelf. Philadelphia has introduced a new design and pack format across its brand. This new format departs from the existing rectangular shape to a new oval pack.

The launch will bring an impactful and modern look to Philadelphia, meaning the brand will work harder in-store through increased impact on-shelf. Functional benefits are apparent too, with the new oval pack improving the Philadelphia experience by locking in longer lasting freshness.

This launch is supported by strong through the line activity including brand new TVC copy being aired from May.

True blue Dubs

Dubliner is a mature cheese with a distinctive flavour and a natural hint of sweetness, which has been a favourite of many Irish households for over 12 years. Although still a relatively young brand, this award-winning cheese has character beyond its age.

Matured for over a year, Dubliner’s taste and crumbly texture has proved popular. From cheese lovers to dairy experts, Dubliner is one of the best-loved Irish cheeses and successful annual growth of the brand can only build this reputation further, claim manufacturers. Dubliner is available in Original, Red, Vintage and Light Probiotic variants, and consumers can choose from either block or sliced formats to satisfy all palate profiles. New Dubliner Mild will arrive on the market shortly, and is suitable for all the family.

Baby love

Mini Babybel is an instantly recognisable brand with its distinctive red waxy jacket. Its novel ‘zipper’ opening makes it a fun cheese to be enjoyed at any time. Mini Babybel has all the natural flavour and nutritional goodness of real cheese making it an ideal lunchbox snack solution. Mini Babybel is available in Original, Light, Cheddar and Emmental varieties and is sold in nets of six. Mini Babybel is supported by ongoing TV advertising as well as strong trade promotions.

Slim laughs

The Laughing Cow cheese portions are convenient and fun, with a superbly smooth, creamy taste. The cheese is also a natural source of calcium, which is good news for teeth and bones. The Laughing Cow Light has long been popular with slimmers; it’s only 7% fat but with an appealing taste. It’s also available in an equally tasty Extra Light format with only 3% fat. The Laughing Cow has the number one position in the Irish processed cheese portions market with a 70% value share (Nielsen MAT Apr 19/09). The brand has ongoing support above the line with TV advertising, as well as ongoing trade promotions.

Cheese highs

LowLow’s success continues in the cheese category, as the brand is the number two brand in the Irish cheese market and is growing at 13% YOY in cheese (A.C. Nielsen, MAT, March 2009). Constantly modernising and expanding its range, LowLow offers block, sliced and grated in handy, modern formats. The recloseable packs address a key consumer need in the current climate by sealing in freshness and reducing waste.

LowLow also operates in the ready to eat cheese category with product offerings such as cheese triangles, cheese spreads and individually wrapped cheese slices, which melt perfectly in a grilled cheese toastie or on a burger. The LowLow range has also seen inclusions such as European favourites emmental and brie, both of which are ideal for summer salads.

Spreading the love

Although the yellow fats category reached maturity in Ireland many years ago, with 90% saturation according to market analyst Mintel, several brands are still managing to achieve year on year growth, especially those with low-fat variants

At a glance: YELLOW FATS

LowLow spreads are also growing year on year (AC Nielsen, MAT, March 2009)
Dairygold is the market leader in the yellow spreads category
Flora Buttery is a new spread from Flora with a great buttery taste but 70% less saturated fat
Connacht Gold butter products continue to gain market share in yellow fats, growing at 12.7% in value terms and 1.8% in volume terms YOY (Markettrack December 2008)

LowLow on a high

This year sees a lot of activity for the LowLow brand. The new LowLow spreads TV campaign hit the air on 1 January, launching the its new communication platform ‘Eat Happy, Be Happy.’ LowLow claims to be the only spreads brand to offer low fat benefits while still having all of butter’s melt and taste. LowLow spreads are also growing year on year (A.C. Nielsen, MAT, March 2009).

LowLow’s unique ability to offer healthier, lower in fat foods without compromising on taste is inherent to LowLow’s success and its growth as a brand. With the development of the new ‘Eat Happy, Be Happy’ messages, LowLow will further strengthen its presence in the market and its place in consumers’ minds.

The TV advertising campaign will be supported with above the line and down the line marketing, including TV, Radio, in-store and sales promotions throughout the year.

A heart of gold

Dairygold is the market leader in the yellow spreads category and with a loyal customer base, it’s a firm family favourite. The pillar of the range is Dairygold Original, the premium dairy spread made with natural ingredients and uniquely churned in the traditional way for a better taste. Dairygold Original is available in 1lb, 1/2lb and 2lb tubs.

The Dairygold range consists of Dairygold Light+, a low fat spread fortified with vitamins and folic acid, Dairygold Heart, the choleresterol reducing spread, and Dairygold Omega 3, with added Omega 3 for healthy heart and brain. The latest addition to the range is Dairygold Soft Real Butter, for the moments when only a real butter will do. Rooted in trusted traditional methods, this 100% natural product is an ideal companion for wholesome foods.

The Dairygold brand has extensive advertising and marketing support, with TV presence throughout the year, as well as radio, press and outdoor advertising.

Making in-‘Rhodes’

Flora Buttery is a new spread from Flora which offers a buttery taste but with 70% less saturated fat than butter, for people who love the taste but want a healthier alternative.

Made using buttermilk, Flora Buttery has a rich buttery taste and as it also contains natural seed oils, it is high in good polyunsaturated Omega 3 and 6. Delicious as a spread, Flora Buttery is also perfect for cooking, baking and frying. Michelin starred chef Gary Rhodes has produced a series of recipes using Flora Buttery, demonstrating the versatility of the product from baking, such as bread and Buttery pudding, to making stylish suppers, Flora Buttery is available in 500g packs with an RRP of €2.29.

Connacht Gold butter products continue to gain market share at a growth rate of 12.7% in value terms and 1.8% in volume terms YOY

Connacht’s pride and glory

Connacht Gold butter products continue to gain market share in the yellow fats category (source Markettrack December 2008) at a growth rate of 12.7% in value terms and 1.8% in volume terms year on year. New innovations from Connacht Gold in 2009 will see the launch of a new chocolate spread in both dark and white chocolate variants; an ideal treat or snack for both adults and kids. These product offerings are packed in a convenient 120g resealable tub in a shelf ready outer display carton.
Connacht Gold will continue to invest across all its branded offerings in 2009 and deliver best in class products and service.

Category management consultant, Jenny Maybury, from Category Solutions, gives her advice on the dairy category

The chilled dairy wall is a fast moving category that experiences high levels of stock turnover therefore requires regular merchandising and stocking up to ensure it always looks full and fresh. When merchandising the fixture remember a few key points:

Regionality/local choice is key. Local suppliers across each category should be included. This ensures stores remain relevant, niche and competitive. Strike a balance between top sellers and local ranges but don’t carry too many packs

Ensuring correct segment space is key to driving growth. Ensure space is allocated fairly; take account of volume categories such as milk but also the categories that are delivering value i.e. cheese and meats

Maximise space, use the well/base shelf for high selling packs e.g. 2L milk packs. This will ensure reduced out-of-stocks and consistent availability of key category lines

Work out days of supply based on rate of sale and quantity on-shelf to ensure consistent availability and fresh stock. This is highly relevant to chilled

Segmentation should reflect consumer expectations, thereby improving navigation. Ensure similar type products are positioned together using eye level shelves for key growth areas

Create category linkages. Place similar product types together to maximise cross purchase potential e.g. milk and juice or meats and cheese. Place all meat products in the one area with cooked always placed above uncooked meats. Traditional dairy products such as milk, cream and yoghurts should be positioned in the one area.

Chilled dairy wall is one of the most shopped sections within the store and an important footfall driver. Getting it right will ensure consistency, satisfied customers and therefore increased loyalty

For further information visit www.categorysolutions.ie or email jenny.maybury@categorysolutions.ie

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