Crème de la crème
Milk and cream both grew in volume terms during 2009, and despite increasing private label competition; leading brands still retain a large slice of the market.
16 June 2010
At a glance: milk & cream
- The total volume of milk sales was up 1% on 2008, with sales value showing a decline of 4.9% (Nielsen data, excluding Dunnes Stores)
- The total volume of the retail milk market was estimated at almost 469 million litres in 2009.
- Private label milk now accounts for up to an estimated 39% of total retail milk sales in the Republic of Ireland.
- 2009 also saw an increase in the sales of low fat milk which now accounts for 24% of total milk sales.
- The share of fortified milk now stands at 8%
- Sales of cream (excluding independents and doorstep sales) have grown by 4.9% in volume in 2009
- Avonmore Milk remains the nation’s favourite and clear market leader with a 30% market share in value (Nielsen).
- The Whipped Cream category is currently growing at 12% and is solely driven by Avonmore Whipped Cream
- Avonmore is the cream market leader with 48% market share (MAT April 2010)
The National Dairy Council (NDC) Annual Review 2009 and 2010 Plan reports that during 2009, the total volume of milk sales was up 1% on 2008, with sales value showing a decline of 4.9% (Nielsen data, excluding Dunnes Stores).When the independent sector and doorstep sales are factored in, the total volume of the retail milk market was estimated at almost 469 million litres in 2009.
Larger pack formats became increasingly dominant while, in line with overall trends, private label milk now accounts for up to an estimated 39% of total retail milk sales in the Republic of Ireland.
The NDC reports 2009 also saw an increase in the sales of low fat milk which now accounts for 24% of total milk sales. The share of fortified milk now stands at 8%, with a number of new introductions within the category in 2009. Sales of cream (excluding independents and doorstep sales) have grown by 4.9% in volume in 2009, reflecting a ‘return to basics’ in the recession and the increase in home cooking.
Easy does it
Avonmore Milk remains the nation’s favourite and clear market leader with a 30% market share in value (Nielsen). With the success of the brand growing year on year, Avonmore Milk continues to refresh its image and portfolio through innovation and investment in highly visible national marketing campaigns. Investment in the flagship sponsorship of Weatherline across all three terrestrial channels makes sure that Avonmore has increased presence in the homes of most Irish families, with nine out of 10 people tuning into the Weatherline every week.
When it comes to innovation, it is important to Avonmore to be market leaders. It was the first milk brand to introduce screw caps onto paper cartons in the Irish market back in the 1990s and last year the new Avonmore Easy Pour Jug replaced existing Avonmore 2L bottles across the country. Since its launch, consumers have responded with overwhelming positivity. Avonmore have seen an increase in repeat purchase, with consumers opting for the jug because of how easy it is for the whole family to use.
Stores supporting the Avonmore Easy Pour Jug are experiencing significant volume growth for Avonmore 2L. Not only does the jug look good on-shelf, driving purchase, but is also aesthetically pleasing for any kitchen table.
2010 sees Avonmore Milk maintaining its successful corporate social responsibility (CSR) initiative. Launched for the first time in 2008, the sun has come out just in time for the second round of the ‘Avonmore Big Picnic for Barretstown’. The campaign aims to encourage everyone, whether it is individuals, families, schools or companies across the country to have a picnic this summer and raise much needed funds for Barretstown. In addition, Avonmore will match every €1 raised by consumers’ picnics in 2010. To get involved log on to www.sendmorefamilies.com and sign up for your free Avonmore Big Picnic pack.
Glanbia Consumer Foods was recently awarded the Corporate Social Responsibility Award at the All Ireland Marketing Awards 2010 for the ‘Avonmore Big Picnic for Barretstown’ campaign. The initiative was recognised by the judges as one of the highest profile CSR programmes in recent years and was supported by an extensive communications campaign including on-pack promotions, advertising, digital, and television sponsorship. The campaign has reached millions of consumers, helping raise awareness as well as funds for Barretstown.
Avonmore Super Milk is the market leader in the fortified sector with a 91% volume share and continues to experience high growth of +15% (Nielsen), a growth that is not shared across the Irish milk sector in the current climate. Much of this success can be attributed to the introduction of Whole Super Milk to the range which has encouraged consumers to buy Super Milk for the first time.
Regional stars shine
Glanbia’s iconic regional brands continue to support the portfolio. Successful local marketing campaigns include key sponsorships and community promotions which anchor each brand to their respective regions.
Premier Milk is the nation’s second biggest brand and remains an iconic Dublin milk fixture which has been part of Dublin heritage for 44 years. Similarly, CMP has been supplying milk to consumers across county Cork for more than 40 years. Both brands demonstrate their support for local heritage with the Premier Milk packaging featuring one of Dublin’s most loved landmarks – the Ha’Penny Bridge and CMP’s featuring the iconic Shandon Tower.
Another strong regional brand in the portfolio, Snowcream Milk, continues to be closely associated with the southeast region.
Perfect dining partner
Glanbia claims 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, Light Cream, convenient Freshly Whipped Cream and the Freshly Whipped Baileys Cream.
The Avonmore range has a cream for all summer treats – whether it is Fresh Cream poured over strawberries or Freshly Whipped Cream served with scones, summer puddings and pies. The Whipped Cream category is currently growing at 12% and is solely driven by Avonmore Whipped Cream, which 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 great fresh taste shoppers expect from Avonmore in convenient formats and pack sizes suitable for today’s lifestyles. Avonmore is the cream market leader with 48% market share (MAT April 2010) and continues to drive strong growth in the category.
Potted in one
Whether drunk or ate in the traditional manner with a spoon, health continues to be a driving force in the nutrients-packed yogurts market
At a glance: Yogurts
- The yogurts category recorded a 3.4% volume decline in the first half of 2009
- Yoplait Petits Filous leads the children’s yogurt market with 47% market share
- The Yoplait brand leads the fruit yogurt sector with 59% market share (AC Neilson MAT Apr 2010).
- With over 80 million bottles consumed last year and nearly half of Irish families buying Danone Actimel regularly, it’s Ireland’s number one fresh dairy product
- Danone Activia is the number one potted yogurt brand in the market (AC Nielsen Scanning Data April ’10).
- Yop has been the number one yogurt drink for over 20 years
The yogurts category recorded a 3.4% volume decline in the first half of 2009, according to the NDC’s latest annual report. Nevertheless, health remains an extremely important driver of sales within this segment – both for children and adults.
Leading the children’s yogurt market with 47% market share, Yoplait Petits Filous for Strong Bones now contains vitamin D and twice as much calcium as before. Vitamin D deficiency is very common in Ireland and is a growing concern among health professionals. Petits Filous for Strong Bones now provides 25% of the recommended daily allowance of vitamin D and calcium (based on 2x60g pots).
Made in Co Wexford, with real fruit purée, Petits Filous fromage frais has been a family favourite in Ireland for over 20 years. Containing only Irish milk and free from artificial colours, sweeteners and preservatives, Petits Filous is ideal for growing babies and a perfect solution for weaning mothers. And because kids love its creamy, smooth texture and fruity taste, it’s an ideal addition to any children’s meal or lunchbox.
Yop at the top
Yop is the original yogurt drink and has been the number one yogurt drink for over 20 years. This refreshing summer drink is low in fat and great source of calcium. One 207g bottle of Yop provides 26% of the recommended daily amount (RDA) of calcium to help build strong and healthy bones.
Yop is free from artificial sweeteners, low in fat and rich in calcium. The range is available in four fruit based variants, in convenient 207g, 400g and six pack multi-pack. Yop is enjoyed by kids from all ages and is the perfect complement to healthy lunch boxes, as a filling snack or a drink on the go.
First for fruit
Made in Ireland and synonymous with high-quality, the Yoplait brand has been Ireland’s family favourite for over 30 years, leading the fruit yogurt sector with 59% market share (AC Neilson MAT April 2010).
2010 also sees the launch of Yoplait Favourites. With so many great flavours to choose from, Yoplait Favourites mixes the best of its range in a convenient six pack that will please all the family. Every single pot contains daily essential ingredients (calcium, protein and fruit) that make an important contribution to a healthy and balanced diet.
Free from artificial colours or preservatives, and available in a range of nine flavours, Yoplait Fruit yogurts are made with real fruit or nut pieces and fresh Irish milk to deliver the best tasting yogurt from the fields to consumers.
With over 80 million bottles consumed last year and nearly half of Irish families buying Danone Actimel regularly, this is Ireland’s number one fresh dairy product.* With its exclusive probiotic culture, Danone Actimel is scientifically proven to help strengthen the body’s natural defences. Danone claims it’s not surprising therefore that so many people are including Danone Actimel in their daily routine.
With the addition of the new Danone Actimel Raspberry eight pack in January 2010, Danone Actimel is now available in 12 flavours, including four fat free varieties that have less than 30 calories per bottle.
Introduced to Ireland in 1998, Danone Activia is now the number one potted yogurt brand in the market.* Danone Activia is a great tasting probiotic product containing the exclusive culture Bifidus ActiRegularis and is scientifically proven to help reduce digestive discomfort. Danone Activia is available in over 16 flavours in five different varieties: Fruit, Fat Free, Fibres, Natural and Intensely Creamy.
(*AC Nielsen Scanning Data April ’10).
A singular solution
Following on from the huge success of the launch of Activia Intensely Creamy last year, in 2010 Danone Activia continues to drive category innovation by adding Activia Single Pots to its range of functional yogurts, a handy addition to the current Activia multi-pack range. Activia Single Pots have been developed to meet the needs of health conscious people looking for an everyday snack as part of lunch-on-the-go. Fat free and only 101 calories per 165g serving, Activia Single Pots not only represent a tasty option, but also offer the digestive health benefit associated with Danone Activia yogurts.
The new format gives great flexibility to both multiple and convenience retailers alike as the product can be merchandised on the standard yogurt fixture or amongst grab and go products such as sandwiches and chilled snacks. Danone Activia Single Pots packaged in distinctive green 165g pots are available in three fat free flavours – strawberry, peach and raspberry.
Danone Vitalinea is a first choice for smart dieters with its appealing 0+ formula (0% fat and 0% added sugar and a source of calcium, vitamin D and magnesium). Danone believes it’s an obvious purchase for consumers searching for a tasty, nutritious, low fat option.
Many people in Ireland have high cholesterol, which is one of the key risk factors in the development of coronary heart disease. To address this need Danone launched Danone Danacol, a low fat dairy drink with added plant sterols which are proven to reduce cholesterol. Danone Danacol drinks have achieved the number two position in the cholesterol-lowering drinks market.
Tasty way to waist-watch
Dale Farm Spelga, one of the best loved yogurt brands and a leading player in the yogurt market, is a must stock brand for the dairy chiller cabinet. The Dale Farm Spelga range, which continues to enjoy above market growth year on year, offers fresh, healthy, everyday, value for money products that are good for all the family.
The yogurt range includes the newly redesigned Low Fat Bio which is made with real fruit pieces but with less than 2% fat, so is therefore a great tasting way to look after yourself. The new and improved Fat Free range is ideal for those health conscious consumers who wish to watch their waste line without compromising on great taste. New Dale Farm Spelga Super Doopers children’s yogurts are bursting with flavour with real fruit puree and 15% calcium RDA per pot. Dale Farm Spelga Greek Style yogurt and the Crumbles range provide consumers with ideal desserts or indulgent treats.
Quality the best recipe
In keeping with Dr Oetker’s core principal of “Quality is the best recipe” comes the announcement that top celebrity chef Ainsley Harriet has partnered with it’s Onken yogurt range in a new marketing campaign.
Made with whole milk and live bio cultures to give a wonderful mild, fresh taste and creamy texture, Dr. Oetker Onken yogurt is a versatile cooking ingredient and delicious served on its own.
Renowned for his simple yet inspirational dishes, Ainsley has teamed up with Dr. Oetker Onken to create a selection of recipes for all occasions, each illustrating just how adaptable Onken yogurts are.
Ainsley will also demonstrate his recipes online via the new website (www.onken.ie) on Youtube and on www.bbcgoodfood.com. The campaign will be supported by comprehensive marketing activity including press and internet advertising, in-store promotions and public relations.
The current increased emphasis on home dining and packed lunches has paid off for the cheese category in volume terms – with the category recording an overall volume increase of +0.7%
At a glance: cheese
- Kilmeaden is the nation’s favourite natural cheddar block and is the number one branded player in the grocery market. (Nielsen Data May 2010)
Avonmore Grated continues to be the number one branded player in the grated natural cheese market (MAT Nielsen May 2010)
Dromona won 13 internationally recognised awards for Mild, Medium and Mature block and Grated varieties of cheddar in 2009
Dromona Extra Mature Cheddar won a Gold World Cheese Award from the Guild of Fine Foods in 2009
Charleville is Ireland’s number one cheese brand
The Laughing Cow has the number one position in the Irish processed cheese portions market with a 69% value share (Nielsen MAT Apr 18/10)
The value of the cheese category was €179.5 million at the end of 2009, with a 5.2% decline in the value of the category over the year; the NDC reports. Sales of processed cheese were hardest hit, with a decline of 10% (€4.5 million) recorded over the year. Price deflation and heavy promotions were the reasons for this. Natural cheeses which accounted for 58% of sales in 2009, saw a decline of 4% in value.
Interestingly, the council reports that standard block cheese showed a growth of 2%, contrasting to declines recorded in grated and sliced cheese. However, with the overall cheese category growing in volume by 0.7%, this illustrates the consumer’s desire to treat themselves more at home and the increased emphasis on home dining as a feature of current recessionary trends.
The discounters now hold a 13% share of the cheese category while the symbol groups and forecourts saw a combined 18.6% loss in sales value over the year.
Perfect for all the family’s needs
Avonmore Cheese is a long standing family favourite among Irish consumers. Avonmore believes the beauty of this range lies in its convenience making it perfect for all the family’s needs. Consumers can choose from sliced and grated in a wide range of variants.
Packed lunches are top of most people’s agendas nowadays. Not only is mum packing sandwiches for the kids before school; more and more young professionals are setting time aside to make their lunch for work. Avonmore Cheese is perfect for any packed lunch. Whether you have Sliced Cheese on hand for sandwiches or some Avonmore Grated Cheese to sprinkle over the top of a salad, the taste of Avonmore will make any lunch special. It is also the perfect addition to an evening snack, melted on toasties or loaded on to a baked potato.
All packs include recipe ideas so rustling up a healthy, nutritious meal for all the family is easy with Avonmore cheese and all SKUs in the Avonmore range are re-sealable for convenience and freshness. For the health conscious consumer, Avonmore Cheese is also available in a lighter variety.
Avonmore Grated continues to be the number one branded player in the grated natural cheese market (MAT Nielsen May 2010)
The fillet of cheddar
Kilmeaden is renowned for its superior quality and unique taste, thanks to the craftsmanship and care that goes into each block. Through a process of maturation guided by a love of producing the finest Irish cheese, Kilmeaden is perfect for consumers looking for cheddar with award winning taste.
Kilmeaden Grated Cheddar has a firm texture with an aromatic rich and distinctive flavour, making it ideal for enhancing pasta dishes, freshly baked potatoes and everyday family meal solutions. The variety of the matured range also makes Kilmeaden Cheese the perfect addition to a cheese board as savoury dessert option paired with a bottle of wine.
The nation’s favourite cheddar block is also available in convenient hand cut slices and grated formats – cut straight from the block.
The Kilmeaden brand is fully supported throughout the year both above and below the line and is regularly on air with “The fillet of cheddar” execution. All communication focuses on the care, craftsmanship and expertise which goes into each block.
Kilmeaden is the nation’s favourite natural cheddar block and is the number one branded player in the grocery market. (Nielsen Data May 2010)
Dromona cheddar is renowned for quality and taste, whilst offering consumers real value for money. The range includes Mild, Medium and Mature varieties, packed in 200g and 400g retails blocks, Vintage Wedge and Grated.
2009 was an incredibly successful year for Dromona, winning in total 13 internationally recognised awards for Mild, Medium and Mature block and Grated varieties of cheddar. The most prestigious award was a Gold World Cheese Award from the Guild of Fine Foods that was awarded to Dromona Extra Mature Cheddar.
Consumer taste profiles have changed over recent years with interest growing in more mature varieties of cheddar. Dromona Extra Mature is naturally aged to ensure a depth of character which will satisfy this demand.
Another key trend is the need for added convenience as consumers seek products that make life a little bit easier. A recent addition to Dromona’s range is the new Dromona slices, available in both Mild and Mature varieties in re-sealable packs of 10 individual slices.
The success of 2009 illustrates Dromona has the capability and skill to produce some of the world’s best tasting cheese.
Charleville for cheese
Charleville is Ireland’s number one cheese brand, proving to be the favourite cheese for all the family.
Charleville offers consumers the very best in variety. For those who love block, there is an option from Light to Extra Mature, to suit every taste. 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. So whether a consumer is looking for a tasty addition to a sandwich, quick snack when they are on the go or an ingredient for some of their favourite recipes at mealtimes, Charleville can deliver.
Charleville, the original innovator in convenient formats, offers consumers the very best in cheese; Ziplock packaging is available across the brand’s block and grated ranges. This provides added freshness for longer and helps to reduce unwanted wastage, making it a winner in the family home.
With value for money a top priority for consumers, Charleville is incorporating a value for money offering into its range across block, sliced and grated this summer with the objective of offering real everyday family value to consumers.
Natural goodness rolls on
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 a perfect lunchbox snack solution. Mini Babybel Original is sold in nets of six and twelve, and the Light and Cheddar varieties are sold in nets of six. Mini Babybel is supported by ongoing TV advertising as well as strong trade promotions.
The Bovine Comedy
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 and yet it tastes fantastic. Also available in a great tasting Extra Light format with only 3% fat. The Laughing Cow has the number one position in the Irish processed cheese portions market with a 69% value share (Nielsen MAT Apr 18/10).
Spreading good fortune
Butter landed the right way up in 2009 – although sales had declined slightly by 2% in 2009, by the final quarter of the year they had returned to a positive position
At a glance: butter
- Butter and spreads’ volume grew marginally in overall terms, yet there was a 5.8% decrease in the value of sales
Health spreads fell by €4.3 million or 11% in value in 2009
Butter recorded a decline of just 2% or less than €0.5 million and returned to a positive position in the final quarter of 2009
The private label butter category grew by 2% during 2009
Dairygold is the market leader in the yellow spreads category
LowLow Original dairy spread has launched a new €1million marketing campaign
The trends in the butter and spreads sector in 2009 throw an interesting light on consumer behaviour and priorities, according to the NDC. While volume grew marginally in overall terms, there was a 5.8% decrease in the value of sales. Yet while health spreads fell by €4.3 million or 11% in 2009 – in contrast, sales of butter recorded a decline of just 2% or less than €0.5 million and returned to a positive position in the final quarter of the year. The private label butter category grew by 2% during the year.
The health spreads market continues to attract women however as it offers a low-fat alternative with a full-fat taste. Brands such as LowLow are increasingly placing emphasis on market research, in order to be able to better engage with consumers and build brand loyalty.
Dairygold is the undisputed market leader in the yellow spreads category, and with an exceptionally loyal customer base, it’s a firm family favourite.
Dairygold Original, the premium dairy spread, made with natural ingredients and uniquely churned in the traditional way for a better taste is the pillar of the brand. Rooted in trusted traditional methods, this 100% natural product is the perfect companion for wholesome foods and a must for food lovers. Dairygold Original is available in 454g, 227g, 908g and 1.8kg.
Dairygold Original is complimented with a lower fat offering, Dairygold Light+, a low fat spread, fortified with vitamins and folic acid.
The Dairygold brand is supported through advertising and marketing support, with TV presence throughout the year, as well as radio, press and outdoor advertising.
Love it, live it
LowLow, one of Kerry Group’s leading dairy spreads, has re-launched in the Irish market with a brand new multi-layered marketing campaign which will put the fun and enjoyment back into the dairy spread category for Irish women. The new €1million campaign for LowLow Original dairy spread will combine traditional media with targeted digital communications and engaging brand experiences to deliver a clear message that LowLow offers all the taste of butter with 81% less saturated fat. This unique combination of great taste and lower fat will help establish LowLow as the first choice for women who enjoy dairy and want a healthier lifestyle.
The new Low Low campaign is running throughout the summer months and will feature TV, radio, press, cinema, outdoor and online advertising, all of which will be supported by PR, social media and promotional activity. While previous LowLow campaigns have concentrated heavily on TV in order to reach the housewives with kids target audience, LowLow has broadened its media selection bringing it into new and innovative arenas to help the brand connect with 25-44 year old women who will enjoy the product.
As part of the campaign, LowLow carried out some research into the lives and attitudes of Irish women. According to the survey, which was launched by popular radio and TV personality, Mairead Farrell, 41.6% of Irish women claim that spending time with friends and family is the most important thing in life. Commenting on the findings, Georgina Quain, brand manager, LowLow, said: “It’s great to see that Irish women in Ireland in 2010 continue to be positive, in spite of everything. LowLow’s new ‘Love It. Live It.’ campaign is all about celebrating and enjoying life together with friends and our survey shows that Irish women have very much made this their number one priority. LowLow is a brand for women who want to look after themselves, but don’t want to give up the things that make life enjoyable like taste."
LowLow’s new Love It. Live It. TV campaign is currently on Irish TV screens. For more on LowLow visit LowLow’s new Facebook page, www.facebook.com/lowlowireland