Irish cream rises to the top

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Cream sales have managed to increase in both volume and value growth, while the NDC claims dairy in general has "held its value better than many other categories.”


Brand Central

16 March 2010

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NDCSales of cream rose in 2009, fuelled by a growing consumer trend towards home cooking. Nielsen statistics reveal cream sales grew in volume by 4.9% and recorded a sales value increase of 1.2%.

While “2009 was a difficult year for the grocery sector” according to National Dairy Council (NDC) chief executive Helen Brophy – “milk and dairy products succeeded in sustaining or even improving volume.”

Speaking at the NDC Annual Review, Brophy reported 2009’s overall total volume of milk sales was up 1% on 2008, with corresponding sales value showing a decline of 4.9% (excluding independent and doorstep sales).

The total volume of butter and spreads likewise grew marginally. Sales of butter declined 2% but returned to a positive position by the end of the year. By contrast, the sales value of branded health spreads fell by 11% reflecting increased promotional and reduced price activity.   

The cheese category also managed to grow marginally in volume over the year, yet fell by 5.2% in value. In volume terms, yogurt was the exception within the dairy category, recording a 3.4% decrease in volume in the first half of 2009 which reduced to 0.4% by the end of the year.

The review also noted that consumer focus shifted to value, such as larger pack formats. Furthermore, in the dairy retail market, private label grew in volume in multiples from 24.9% to 27.5%.

Considering “price deflation was a feature of 2009” – with CSO figures showing the overall price fall for all food was 7.8% – Brophy claimed “dairy held its value better than many other categories.”

NDC chairman Dominic Cronin highlighted the launch of the NDC trade mark as a particular success for the organisation which had “met, and in many cases, surpassed” its 2009 targets. The mark adorns products 100% farmed and processed in the Republic of Ireland, and is now carried by 340 packs.



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