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Country Report

New Zealand Flag Dairy in New Zealand

| Pages: 61

Price: US$2,100

About this Report

Executive Summary

Cheese

TRENDS

  • Cheese continued to lead within dairy in 2015 with 22% of dairy value sales. New Zealanders are fond of cheese and cheese-related products, and in recent years this resulted in broader awareness and consumer demand for the many different cheese variants, resulting in premiumisation and convenience characterising the category in 2015.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd continued to lead cheese with 47% value share, the same as in 2014. The company’s strong performance was led by its Mainland brand, which enjoys strong consumer affinity and brand recognition among New Zealand consumers and is supported by a strong advertising and marketing campaign with effective use of social media and television, radio and print media. In an effort to engage with cheese consumers and emphasise the quality of its product (by virtue of its long-running tag line “Good things take time”), the company ran a campaign called “The New Zealand Cheese Forecast” whereby consumers told the company which type of cheese they would like to see more of, based on the premise that it takes a long time to make cheese. This campaign was part PR, part market research, where participating consumers win prizes and the company is able to gauge the popularity of its different cheese products. In 2015, Mainland held 29% value share of cheese, while Fonterra’s other brands, Valumetric and Anchor held 8% value share each. The company’s Mainland brand won a number of awards at the 2015 New Zealand Cheese awards including best Feta Cheese and best Cheddar cheese.

PROSPECTS

  • The diversifying culinary preferences of New Zealand consumers are expected to move away from the traditional cheese types such as cheddar blocks. Feta, parmesan, mozzarella and bocconcini are all expected to become more popular with consumers and see both distribution and availability, as well as value sales, increase. In addition, in line with increasing consumer preference for convenience, sales of block cheese are expected to decline due to competition from more convenient types such as slices, cubes and sticks.

Drinking Milk Products

TRENDS

  • One of the most successful new product launches in New Zealand history occurred in late 2014 in drinking milk products, with local niche company Lewis Road Creamery expanding its range to include the co-branded product Lewis Road Creamery Fresh Chocolate milk, incorporating the Whittaker's 5 Roll Refined Creamy Milk Chocolate. Such was the immense success of the launch and public uptake that the company struggled to cope with demand and security guards were employed by retailers to enforce a one bottle per person rule. While the retail price ranged from NZ$3-$5 per bottle, they were on sale in secondary markets such as Trade Me for up to NZ$100 per bottle. All mainstream news media reported on the success of the product and several social media pages were set up advising where to purchase the product. Marketing and advertising experts were at a loss to explain the immense success of the product launch and it was widely considered to be the best new product launch in New Zealand history as it provided maximum media exposure and generated significant consumer interest while driving and developing brand equity.

COMPETITIVE LANDSCAPE

  • Industry heavyweight Fonterra Brands (NZ) Ltd leads drinking milk products with 34% value share in 2015 and is present in most categories. A subsidiary of dairy giant Fonterra Co-operative Group Ltd, the company’s Anchor brand is long-established in the category and enjoys strong brand recognition and consumer loyalty. The Anchor brand leads innovation and development and offers the following brands in its milk portfolio: Silver Top (non-homogenised milk), Zero-Lacto milk, Protein+, Calci+, Trim Milk, Lite Milk and Blue Milk. The company led the colour convention prevalent in the category for product classification (ie green lid for fat-free fresh milk, light blue lid for semi skimmed fresh milk, dark blue lid for full fat fresh milk, yellow lid for calcium fortified milk), as well as the continued expansion of the light-proof bottle introduced in 2013 throughout the Anchor fresh milk and cream range. It introduced the novel flavour of Jaffa to the Primo flavoured milk range and continued the Anchor-sponsored Fonterra Milk for Schools campaign.

PROSPECTS

  • Innovation and effective marketing and advertising are expected to characterise milk drinking products during the forecast period. With private label firmly established, the onus is on the major branded players to provide points of differentiation to consumers as they will continue to struggle to compete on price with private label brands. Local players Lewis Road Creamery and Avalanche Coffee successfully provided a point of differentiation to consumers, while leaders Fonterra Brands (NZ) Ltd and Goodman Fielder New Zealand Ltd also successfully led innovation with the launch of the high protein fresh milk products. These major and minor players are expected to continue to drive innovation with a focus on both health and wellness and premiumisation.

Yoghurt and Sour Milk Drinks

TRENDS

  • Toward the latter part of the review period, there was an increase in the number of frozen yoghurt franchises operating in New Zealand. The two leading players in the foodservice space, KiwiYo and Yoghurt Story, offer a self-serve model, whereby customers pour their own frozen yoghurt and toppings and pay for it at the end – a model which proved immensely popular with New Zealand consumers and allowed significant expansion of the New Zealand operations of both companies. Both companies offer fruited and flavoured yoghurt, with their offerings changed weekly, however there is strong consumer preference for fruited yoghurt by consumers which influenced the company’s offerings. Accordingly, foodservice volume sales for fruited yoghurt had 2% value growth in 2015, comparable to both 2014 and the review period CAGR. As the foodservice consumer dynamics and decision making drivers were different to those impacting consumer decision making in off-trade, foodservice volume growth did not have a negative impact on off-trade value and volume growth as they target different consumption types.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd leads yoghurt and sour milk products in 2015 with 44% value share, the same as in 2014. The company’s position is due to its leading Fresh ‘n’ Fruity brand, which held 39% value share and was ranked first. Following on from the launch of the Anchor Uno brand in 2014, the company launched Anchor Greek Style Flavoured Yoghurt in 2015 in a number of fruit flavours including passionfruit, strawberry and pear. This product range is targeted at consumers who use Greek style yoghurt as a topping for breakfast cereal or in smoothies. The launch of this new range is intended to capture a consumer base not currently serviced with existing Greek style yoghurt offerings.

PROSPECTS

  • The forecast period is expected to be characterised by product innovation, with premiumisation and health and wellness the driving forces. Consequently, this is expected to be instigated and led by niche domestic players already present in these areas in 2015. In addition, a key focus area for manufacturers is expected to be pre/probiotic yoghurts over the forecast period due to associated health and wellness benefits.

Other Dairy

TRENDS

  • While cream and condensed milk led Other dairy in 2015 with 3% and 2% value growth respectively, the other categories remained stagnant in 2015. Lack of innovation and health and wellness trend favouring other categories were the primary drivers for this. This was an indication that consumers are thinking about their health when purchasing Other dairy products. In particular, reduced fat versions were a strong consideration over full fat versions.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd leads Other dairy in 2015 with 39% value share, comparable to 2014. In 2013 the company consolidated its offerings under the popular Anchor brand to offer a unified look to its stable of products.

PROSPECTS

  • Premiumisation is expected to be a driver of value growth in Other dairy during the forecast period, with premium priced products from niche players expected to drive value growth. This is expected to work in tandem with health and wellness driving product innovation eg the development of soy based non-dairy alternatives.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dairy industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dairy industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dairy in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dairy in New Zealand?
  • What are the major brands in New Zealand?
  • How has the economic downturn impacted sales performance given its staple food status?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Dairy in New Zealand - Category Analysis

CHEESE

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Cheese by Category: Volume 2010-2015
  • Table 2 Sales of Cheese by Category: Value 2010-2015
  • Table 3 Sales of Cheese by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Cheese by Category: % Value Growth 2010-2015
  • Table 5 Sales of Cheese by Category: % Volume Growth 2010-2015
  • Table 6 Sales of Cheese by Category: % Value Growth 2010-2015
  • Table 7 Sales of Unprocessed Cheese by Type: % Value Breakdown 2010-2015
  • Table 8 NBO Company Shares of Cheese: % Value 2011-2015
  • Table 9 LBN Brand Shares of Cheese: % Value 2012-2015
  • Table 10 Distribution of Cheese by Format: % Value 2010-2015
  • Table 11 Forecast Sales of Cheese by Category: Volume 2015-2020
  • Table 12 Forecast Sales of Cheese by Category: Value 2015-2020
  • Table 13 Forecast Sales of Cheese by Category: % Volume Growth 2015-2020
  • Table 14 Forecast Sales of Cheese by Category: % Value Growth 2015-2020

DRINKING MILK PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 15 Sales of Drinking Milk Products by Category: Volume 2010-2015
  • Table 16 Sales of Drinking Milk Products by Category: Value 2010-2015
  • Table 17 Sales of Drinking Milk Products by Category: % Volume Growth 2010-2015
  • Table 18 Sales of Drinking Milk Products by Category: % Value Growth 2010-2015
  • Table 19 NBO Company Shares of Drinking Milk Products: % Value 2011-2015
  • Table 20 LBN Brand Shares of Drinking Milk Products: % Value 2012-2015
  • Table 21 Distribution of Drinking Milk Products by Format: % Value 2010-2015
  • Table 22 Forecast Sales of Drinking Milk Products Products by Category: Volume 2015-2020
  • Table 23 Forecast Sales of Drinking Milk Products Products by Category: Value 2015-2020
  • Table 24 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2015-2020
  • Table 25 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2015-2020

YOGHURT AND SOUR MILK PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 26 Sales of Yoghurt and Sour Milk Products by Category: Volume 2010-2015
  • Table 27 Sales of Yoghurt and Sour Milk Products by Category: Value 2010-2015
  • Table 28 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2010-2015
  • Table 29 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2010-2015
  • Table 30 Sales of Flavoured Yoghurt by Flavour: Rankings 2010-2015
  • Table 31 Sales of Fruited Yoghurt by Flavour: Rankings 2010-2015
  • Table 32 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2011-2015
  • Table 33 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2012-2015
  • Table 34 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2010-2015
  • Table 35 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020
  • Table 36 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020
  • Table 37 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020
  • Table 38 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020

OTHER DAIRY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 39 Sales of Other Dairy by Category: Volume 2010-2015
  • Table 40 Sales of Other Dairy by Category: Value 2010-2015
  • Table 41 Sales of Other Dairy by Category: % Volume Growth 2010-2015
  • Table 42 Sales of Other Dairy by Category: % Value Growth 2010-2015
  • Table 43 Sales of Cream by Type: % Value Breakdown 2010-2015
  • Table 44 Distribution of Other Dairy by Format: % Value 2010-2015
  • Table 45 Forecast Sales of Other Dairy by Category: Volume 2015-2020
  • Table 46 Forecast Sales of Other Dairy by Category: Value 2015-2020
  • Table 47 Forecast Sales of Other Dairy by Category: % Volume Growth 2015-2020
  • Table 48 Forecast Sales of Other Dairy by Category: % Value Growth 2015-2020

Dairy in New Zealand - Company Profiles

Fonterra Brands (NZ) Ltd in Packaged Food (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Fonterra Brands (NZ) Ltd: Key Facts
  • Summary 2 Fonterra Co-operative Group: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Fonterra Brands (NZ) Ltd: Competitive Position 2015

Goodman Fielder New Zealand Ltd in Packaged Food (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Goodman Fielder New Zealand Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 5 Goodman Fielder New Zealand Ltd: Competitive Position 2015

Progressive Enterprises Ltd in Packaged Food (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Progressive Enterprises Ltd: Key Facts
  • Summary 7 Progressive Enterprises Ltd: Operational Indicators

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 8 Progressive Enterprises Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 Progressive Enterprises Ltd: Competitive Position 2015

Sanitarium Health Food Co, The in Packaged Food (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 The Sanitarium Health Food Co: Key Facts

COMPETITIVE POSITIONING

  • Summary 11 The Sanitarium Health Food Co: Competitive Position 2015

Packaged Food in New Zealand - Industry Context

EXECUTIVE SUMMARY

Economic instability in 2015

Cuisine diversifying

Competitive environment remains stable

Supermarkets continue to dominate

Economic conditions set to impact packaged food over the forecast period

KEY TRENDS AND DEVELOPMENTS

Changing economic situation

Social responsibility

Private label expansion strategies

Changing consumption preferences

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to foodservice

Trends: Consumer foodservice

Prospects

Category Data

  • Table 49 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 50 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 51 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 52 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 53 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 54 Sales of Packaged Food by Category: Value 2010-2015
  • Table 55 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 56 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 57 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 58 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 59 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 60 Penetration of Private Label by Category: % Value 2010-2015
  • Table 61 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 62 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 63 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 64 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 65 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 66 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

SOURCES

  • Summary 12 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Dairy
      • Cheese
        • Processed Cheese
          • Spreadable Processed Cheese
          • Other Processed Cheese
        • Unprocessed Cheese
          • Hard Cheese
            • Packaged Hard Cheese
            • Unpackaged Hard Cheese
          • Soft Cheese
      • Drinking Milk Products
        • Flavoured Milk Drinks
          • Dairy Only Flavoured Milk Drinks
          • Flavoured Milk Drinks with Fruit Juice
        • Milk
          • Cow's Milk
            • Fresh Milk
              • Fat-free Fresh Milk
              • Semi Skimmed Fresh Milk
              • Full Fat Fresh Milk
            • Shelf Stable Milk
              • Fat-free Shelf Stable Milk
              • Semi Skimmed Shelf Stable Milk
              • Full Fat Shelf Stable Milk
          • Goat Milk
        • Powder Milk
        • Non-Dairy Milk Alternatives
          • Soy Drinks
          • Soy Milk
          • Other Non-Dairy Milk Alternatives
      • Yoghurt and Sour Milk Products
        • Sour Milk Products
        • Yoghurt
          • Drinking Yoghurt
          • Flavoured Yoghurt
          • Fruited Yoghurt
          • Plain Yoghurt
      • Other Dairy
        • Chilled and Shelf Stable Desserts
          • Dairy-Based Desserts
            • Chilled Dairy-based Desserts
            • Shelf Stable Dairy-based Desserts
          • Soy-based Desserts
            • Chilled Soy-based Desserts
            • Shelf Stable Soy-based Desserts
        • Chilled Snacks
        • Coffee Whiteners
        • Condensed Milk
          • Flavoured Condensed Milk
          • Plain Condensed Milk
        • Cream
        • Fromage Frais and Quark
          • Flavoured Fromage Frais and Quark
          • Plain Fromage Frais and Quark
          • Savoury Fromage Frais and Quark

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Flavour
  • Analysis by Type
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail rtd volume
  • Retail rtd volume % growth
  • Retail rtd volume per capita
  • Foodservice rtd volume
  • Foodservice rtd volume % growth
  • Foodservice rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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