Legen-dairy!
Despite facing increased competition from the private-label sector, double digit growth is still occurring for successful brands within the dairy category. Gillian Hamill outlines some of the latest innovations taking place
Print13 March 2014
AT A GLANCE: DAIRY
- Adult yogurt is the top performing segment within the yogurt category*
- Müller now holds the position of number one yogurt manufacturer in Ireland with a current market share of 20.6%, having grown ahead of the market in 2013**
- Müllerlight is the number one low fat yogurt brand in Ireland with 11.8% share of adult yogurts**
- Müllerlight Greek Style has proven to be one of the most successful product launches in recent times with 22.5% of Irish households now buying the brand**
- The Müller Corner brand has achieved the number one spot within adult yogurts with 13.9% share***
- Connacht Gold butter is the fastest growing brand in the butter and spreads category, with the brand achieving double digit growth in sales and category share in the past year
- Avonmore is the number one brand in the Irish milk market
- Avonmore is Ireland’s number one selling cream
- Avonmore has held the number two position in the Nielsen top 100 brands for the fourth consecutive year
- Danone Actimel is Ireland’s favourite drinking yogurt
*(Source: Nielsen Scantrack 52 w/e 29 Dec 2013)
**(Source: Kantar 52 w/e 5 Jan 2014)
As programmes such as TV3’s The Great Irish Bake-off demonstrate, baking and home entertainment have become increasingly fashionable in recent years, with budding home bakers keen to show family and friends the standards they can achieve. This has benefitted sales of butter and cream within the dairy category, while the rise of the ‘humble sandwich’ as a lunchtime staple in recent years in the place of café-bought ciabattas, has also given a boost to butter and grated cheese products. That said, greater numbers of people have also turned to own-brand dairy products in recent years in a bid to stick to their household budgets, but brands have fought back by emphasising their taste and quality credentials and this has obviously paid off for those that have grown substantially ahead of the market over the past year.
For example, Bord Bia believes the Irish farmhouse cheese sector is a contributor to the dairy industry’s high quality and sustainable reputation, with over 50 farmhouse cheese makers producing in excess of 150 types of cheese. In fact, the total Irish artisan cheese sector is currently valued at more than €12 million per annum at farm gate level since growing from a small base in the 1970s. Exports have become a focus for the sector in recent years due to the upcoming abolition of milk quotas in 2015 which is expected to increase milk supply by up to 50% in Ireland by 2020 and the number of dairy farms adding value on farm in the form of Irish farmhouse cheese.
Irish quality recognised in Europe
According to Bord Bia’s French market manager, Noreen Lanigan: "The recent growth in exports of Irish artisan cheese to approximately €4.5 million is an invaluable endorsement of the quality of Irish artisan cheese internationally. Europe, and of course France, the acclaimed epicentre for cheese, have become a priority for Irish farmhouse cheesemakers in their export targets."
She added: "In Ireland, as each cheese is unique to each producer, this allows for innovation and creativity while respecting the values of traditional cheese making. This differs greatly to cheese available on the continent where they are made by many farms and dairies under strict guidelines to ensure consistent standards such as Camembert. Our European counterparts see it as unique and unusual that each cheese is the result of the passion and dedication of one farm and family."
Another boost for the dairy category is that in recent years, the National Dairy Council’s ‘Milk It For All It’s Worth’ consumer campaign has helped to build the association between milk and sport/exercise, and re-engage milk and dairy with the importance of a healthy balanced diet and an active lifestyle. Further welcome news for the dairy category was announced in 2012, when the Broadcasting Authority of Ireland (BAI) decided to exempt advertisements and other commercial communications for cheese from its proposed nutrient profiling model.
National Dairy Council (NDC): Supporting Irish dairy goodness for 50 years
The National Dairy Council is tackling its 50th anniversary with an early announcement that professional Irish rugby icons Rob and Dave Kearney will line-out as ambassadors to the NDC.
"The Kearney brothers are terrific role models who resonate with adults and children alike," said NDC chief executive Zoë Kavanagh. "They bring together an established and a rising star of Irish sports – and are collectively an embodiment of balanced diet and active lifestyle."
Rob and Dave Kearney are both strong supporters of Irish farming and food production, having grown up on a farm on the Cooley Peninsula in Co. Louth.
A new NDC TV ad to promote Irish dairy featuring Rob and Dave Kearney will be filmed on the Kearney farm in spring. It will be launched on the national airwaves to coincide with National Dairy Week, organised by the NDC in association with SuperValu (12 – 18 May).
NDC chief executive Zoë Kavanagh said the campaign rests within the "Irish Dairy: Sustainable and Nutritious by Nature" three year NDC strategy which is rooted in provenance, quality and the excellence of our dairy produce.
"We’re proud of our farming roots and recognise the amount of hard work that goes behind producing the type of good quality food we have come to expect in Ireland – Irish food deserves all the support it can get and we are both delighted to be working with the NDC in the months ahead," said Rob Kearney.
"There is a growing interest in sports nutrition, in professional and amateur sport and the concept that how you fuel your body can affect your performance in training and in matches – whether you are playing a local school match – or as a professional sports person – it embodies the principals we apply in our everyday life on and off the field," said Dave Kearney.
New kids range launched
Danone, the number one yogurt brand in Ireland has launched an Actimel range for kids. The Actimel range is launched in a six pack format with two split flavours, Strawberry/Vanilla and Strawberry/Raspberry. The new bottles feature the Actimel characters, Captain AC, Side Kick TI and to represent the girls, the super quick chick, Mel. The launch is supported by an Actikids cinema ad that will appear nationwide in kids blockbuster movies such as Lego, Tinkerbell and Tarzan from March to June. The new product launch will provide excitement for kids as part of their daily breakfast routine.
Danone Actimel, the country’s favourite drinking yogurt also has a relaunch with new look packaging to support the brand relaunch. New Actimel Plus contains billions of exclusive L. casei cultures and is now enriched with Vitamin C in addition to Vitamins B6 and D. Vitamin C supports the normal function of the immune system. Danone Actimel is kept top of mind with consumers throughout the year through an extensive advertising campaign including TV, radio, outdoor and POS. The new advertising campaign entitled ‘Breakfast for the immune system’ communicates that the immune system needs a healthy breakfast every morning.
Golden opportunity to grow sales
Celebrating the fact that Ireland’s consumers are realising they can enjoy the taste of real butter with just half the fat, Connacht Gold has launched a TV campaign for its Low Fat butter, following the success of last year’s record brand growth.
The six week campaign runs across TV, radio and online, combined with a significant presence in-store with point-of-sale and tastings.
Connacht Gold butter is the fastest growing brand in the butter and spreads category, with the brand achieving double digit growth in sales and category share in the past year.
The strong vote of confidence by consumers in Connacht Gold highlights the latent demand for real taste and real butter. The innovative TV campaign aims to highlight the difference between Connacht Gold’s real butter as distinct from butter substitutes on the market.
The nationwide marketing campaign follows a similar investment last year which resulted in considerable nationwide customer recruitment for Connacht Gold. The campaign was created by Havas Worldwide Dublin and was filmed in County Sligo.
The Connacht Gold range also includes multi award winning products, such as the prestigious Great Taste three gold star winner – Connacht Gold Softer butter and Blas na hEireann winner – Connacht Gold Garlic and Herb butter. The brand’s Unsalted butter has achieved significant growth since launch in 2013.
Passionate about quality
As Ireland’s leading dairy brand, Avonmore products are enjoyed on a daily basis in households across Ireland. Be it breakfast, lunch, a quick snack or an evening meal, Avonmore plays a key part in many meal occasions through the day and commands leading positions in the many dairy and food categories in which the brand competes.
Avonmore is the number one brand in the Irish milk market. Whether pouring over cereal, taking a drop in your tea or enjoying a cold glass, Avonmore delivers on health, goodness and taste. The company is passionate about the quality of its milk, stating that it tests its milk 35 times and only uses milk sourced from Republic of Ireland farms.
Avonmore Cream is made locally in Ballytore, Co. Kildare from fresh Irish milk and boasts a strong portfolio that caters to the nation’s sweet and savoury needs. The range includes the ever popular and versatile Fresh Cream, Fresh Dessert Cream which is luxuriously thick and convenient and Freshly Whipped Cream which can be spooned directly over consumers’ favourite dessert. The company says it’s therefore no wonder that it’s Ireland’s number one selling cream.
Avonmore Cheese is a long standing family favourite in Ireland and a household staple for everyday usage for all the family. All grated packs include recipe ideas so rustling up a healthy, nutritious meal for all the family is easy with Avonmore cheese. All packs are re-sealable for convenience and freshness too. Consumers can enjoy a cheese toastie with Avonmore Irish Creamery Butter, which is full of natural goodness and free from all additives making it ideal for spreading on snacks and sandwiches.
Since 1991, Avonmore pioneered the introduction of the very first fresh soup and has stuck to its motto "the taste of homemade" by always using nature’s best ingredients. The company believes in cooking ingredients slowly, which keeps all the flavour of its juicy tomatoes and garden vegetables locked in. Ready to enjoy at home or at work, Avonmore Soup comes in a range of tasty flavours and convenient sizes for all meal occasions.
The Avonmore brand is a firm family favourite and much loved by Irish households. Avonmore has held the number two position in the top 100 brands for the fourth year in a row now, securing its place in the hearts of the Irish consumer.
Hitting the yogurt top spot
Müller now holds the position of number one yogurt manufacturer in Ireland with a current market share of 20.6%, having grown well ahead of the market in 2013.* Although the overall market is still experiencing some decline, a significant contributory factor has been the steep decline of functional drinks in recent years.** However, there are still good news stories to be seen in other areas of the category, most notably in adult yogurt, the top performing segment.** The success within adult yogurt can be attributed to the growth of low fat, organic and the new Greek sub-segments.
For 2014 Müller plans to maintain its sales momentum with a proactive programme of innovative new product launches supported with a heavyweight marketing campaign including high profile TV advertising and ongoing press.
Müllerlight, the number one low fat yogurt brand in Ireland with 11.8% share of adult yogurts,*** is firmly established as one of the success stories in the yogurt category.
At a time when consumers are becoming ever more health focused regarding their food choices, Müllerlight has a clear proposition – always fat free and less than 99 calories per pot.
Müllerlight Greek Style yogurts has further extended the reach of Müllerlight by taking the brand into the rapidly growing Greek yogurt sector. Müllerlight Greek Style has proven to be one of the most successful product launches in recent times with 22.5% of Irish households now buying the brand.***
Michael Inpong, Müller dairy marketing and R&D director explained: "After identifying this gap in the market, we saw a clear opportunity to bring an indulgent Greek style yogurt to health-conscious consumers under the hugely successful Müllerlight brand – an audience missing out on this growing market due to the perception of Greek yogurt as high in fat and calories.
"Müllerlight Greek Style is unique in that it offers the opportunity to overcome the barriers usually associated with Greek yogurt by offering consumers the first thick and creamy tasting, fat free Greek Style yogurt without compromising on taste."
In addition to the already popular Sublime Strawberry, Luscious Lemon, Coconut with a hint of Vanilla and Honeyed Peach; Müllerlight Greek Style, continues to take its range to new heights with two new flavour additions: Tempting Toffee and Mouthwatering Mango. Each of the six flavours are available in a single-flavour four x 120g pack format.
According to latest market data, the Müller Corner brand has hit the number one spot within adult yogurts with 13.9% share.*** And now the always popular Fruit Corner, Crunch Corner and Greek Style Corner ranges have a new family member on-shelf – the de Luxe Corner twin pack range, ideally positioned to target everyday treating. Launched last year to increase the Corner brand’s adult appeal, de Luxe Corner is a truly tasty luxury yogurt. Currently available in five flavours, Irish Cream, Marc de Champagne, Crème Praline, After Dinner Mint and Cocount Dream, more flavour launches can be expected in 2014.
*(Source: Kantar 52 w/e 5 Jan 2014)
**(Source: Nielsen Scantrack 52 w/e 29 Dec 2013)
***(Source: Kantar 52 w/e 5 Jan 2014)
Milking it!
We all know milk is highly nutritious but do you know exactly what it does for the body? Below is a list of nutrients that milk naturally contains, along with some of the functions they contribute to:
Calcium: – Normal growth and development of bone in children; maintenance of normal bones and teeth; normal muscle function and neurotransmission
Protein: – Normal growth and development of bone in children; maintenance of normal bones; growth and maintenance of muscle mass
Iodine: – Normal growth of children; maintenance of normal skin; normal cognitive development and function
Phosphorus: – Normal growth and development of bone in children; maintenance of normal bones and teeth; Normal energy-yielding metabolism
Potassium: – Normal muscle function; maintenance of normal blood pressure; Normal function of the nervous system
Vitamin B2: – Reduction of tiredness and fatigue; maintenance of normal skin; maintenance of normal red blood cells
Vitamin B12: – Normal red blood cell formation; normal energy-yielding metabolism; normal function of the immune system
(Source: NDC)
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