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Country Report

New Zealand Flag Dairy in New Zealand

| Pages: 93

Price: US$2,100

About this Report

Executive Summary

Cheese

TRENDS

  • It was strongly noted that unprocessed cheese was the preferred option by consumers in 2014. Unprocessed cheese saw current value growth of 3%, compared to processed cheese which declined by 4% (a stronger decline compared to 2013). The development of convenient unprocessed slices and gourmet packs of cubed and stick cheeses for entertainment platters and children's lunch boxes, also helped develop the unprocessed category, other than just the popular block cheeses. In particular, the Mainland brand from Fonterra Brands (NZ) Ltd had sliced singles and cheese sticks and Dairyworks Ltd had cheese and rice cracker packs, and mini slices.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd continued to dominate cheese with a value share of 45% in 2014, up slightly on 2015. Seen as the leader and innovator, its brands are well supported by New Zealanders. Mainland remained the top brand (in the category and in Fonterra's portfolio) with a value share of 28%. Interestingly, the value brand of Valumetric moved into second position (available in block and slice cheese) at 8%, due to the Anchor brand refocusing on other chilled dairy products, therefore reduced value share down to 7%.

PROSPECTS

  • Despite block cheese being the dominant cheese format, it is expected over the forecast period that more convenient formats will be made available such as the developments over the 2013/2014 period of slices, cubes and sticks. The influence of Mediterranean cooking becoming popular is likely to see the influence of more speciality cheeses from this area grow, such as feta, parmesan, mozzarella and bocconcini.

Drinking Milk Products

TRENDS

  • 2014 saw the trend of functional and fortified breakfast milk products become popular. In 2013, Goodman Fielder New Zealand Ltd launched Kellogg's Nutri-Grain as a product extension to breakfast cereals and snack bars. Other breakfast products that have had strong product extensions are Sanitarium Up & Go range, and Anchor Fast Start Liquid (rebranded from Primo) also enjoyed good growth. In the novelty area, were Magic Straws imported by Macvad Ltd, which were flavoured powder beads within straws that turned the milk into a flavour whilst sipping through the straw.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd continued to lead the category with an unchanged value share of 34%. Anchor remained the leading brand in the category with products available in cow's milk (both fresh and UHT), powdered milk and sub branded ranges, such as Anchor Fresh Start (breakfast liquid drink) and Anchor Calci-Yum (flavoured liquid milk for children). The company is considered a leader in the category, being owned by Fonterra Co-operative Group Ltd; a global company with its roots in New Zealand. Many New Zealand consumers are loyal to Anchor products. Of note in 2014 was the continued expansion of the light-proof bottle introduced in 2013 throughout the Anchor fresh milk and cream range. Furthermore, there was also the introduction of the novel flavour of Jaffa to the Primo flavoured milk range and the continuation of the Anchor-sponsored Fonterra Milk for Schools campaign.

PROSPECTS

  • For manufacturers to move this category away from being commodity driven, innovation, value-added and premium products that taste good and are of high quality need to be developed. Both domestic niche companies of Lewis Road Creamery and Avalanche Coffee are good examples of developing new and exciting products in this category, which is likely to continue over the forecast period.

Yoghurt and Sour Milk Drinks

TRENDS

  • 2013 saw a trend of products appealing to children, particularly innovative and fun yoghurt, such as The Collective Suckies developed by small, domestic player Epicurean Dairy Holdings Ltd. These products are yoghurt inside both flexible pouches and flexible tubes that are sucked rather than spooned, offering great convenience for children on-the-go with no mess. To follow this, the company introduced Moo Gurt squeezies in smaller-sized pouches in 2014. Further growth was spurred on by the launch from Fonterra Brands towards the latter half of 2014 with the launch of Anchor Uno, which captured health and wellness benefits for children by introducing a yoghurt fortified with vitamins and minerals, specifically supporting immunity. The high baby group born over the 2007/2008 years were now going to school, and healthy snacks such as yoghurt were seen by manufacturers as an opportunity to grow the category.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd continued to dominate the category with a value share of 42%. The strongest brand remained Fresh 'n' Fruity, which was ranked the highest brand in the category with a value share of 37%. However, the main focus in 2014 was the launch under the Anchor brand of Anchor Uno, a yoghurt targeted at children. The probiotic yoghurt is fortified with vitamins and minerals and is marketed as a support to boosting immunity. Available in both six and twelve multipack tubs, the brand was launched with a strong TV advertising campaign. Meanwhile, Symbio Probalance probiotic low-fat yoghurt expanded its range over the 2013/2014 period from tubs, through to pouring yoghurt (introduced strawberry in 2014) and also with wholegrains for a low-fat yoghurt rich in fibre.

PROSPECTS

  • It is expected over the forecast period that innovation, better quality taste profiles, interesting and premium flavours and a strong skew towards health and wellness within yoghurt is likely to drive the category. Therefore the smaller niche companies (most of which are domestic players) are likely to perform well.

Other Dairy

TRENDS

  • Most of the general categories within other dairy saw flat or a slight negative growth, with the exception of cream and condensed/evaporated milk. However, within each category, health and wellness saw positive growth. This is an indication that consumers are thinking about their health while purchasing other dairy products. In particular, reduced fat versions were a strong consideration over full fat versions.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd led with a value share of 38%, followed by Goodman Fielder New Zealand Ltd at 28%, dominated the category with more than half of all sales going to these larger players. With the rebranding of all other dairy products within Fonterra's portfolio under the Anchor brand in 2013, and the rebranding and formulation in most dairy products in 2014 within Goodman Fielder's portfolio under the Meadow Fresh range; the 2013/2014 period was seen as a time of consolidation for both major companies with no real strong development in other dairy products.

PROSPECTS

  • It is expected over the forecast period that two polar trends are likely to occur in other dairy. One is being the influence of premium, indulgent products to attract a higher price point, while the other trend is likely to be in health and wellness benefits (such as 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 2009-2014
  • Table 2 Sales of Cheese by Category: Value 2009-2014
  • Table 3 Sales of Cheese by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Cheese by Category: % Value Growth 2009-2014
  • Table 5 Sales of Spreadable Processed Cheese by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Unprocessed Cheese by Type: % Value Breakdown 2011-2014
  • Table 7 NBO Company Shares of Cheese: % Value 2010-2014
  • Table 8 LBN Brand Shares of Cheese: % Value 2011-2014
  • Table 9 Distribution of Cheese by Format: % Value 2009-2014
  • Table 10 Forecast Sales of Cheese by Category: Volume 2014-2019
  • Table 11 Forecast Sales of Cheese by Category: Value 2014-2019
  • Table 12 Forecast Sales of Cheese by Category: % Volume Growth 2014-2019
  • Table 13 Forecast Sales of Cheese by Category: % Value Growth 2014-2019

DRINKING MILK PRODUCTS I

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Drinking Milk Products by Category: Volume 2009-2014
  • Table 15 Sales of Drinking Milk Products by Category: Value 2009-2014
  • Table 16 Sales of Drinking Milk Products by Category: % Volume Growth 2009-2014
  • Table 17 Sales of Drinking Milk Products by Category: % Value Growth 2009-2014
  • Table 18 Sales of Flavoured Milk Drinks by Chilled vs Ambient: % Volume Analysis 2009-2014
  • Table 19 Sales of Milk by Type: % Value Breakdown 2009-2014
  • Table 20 NBO Company Shares of Drinking Milk Products: % Value 2010-2014
  • Table 21 LBN Brand Shares of Drinking Milk Products: % Value 2011-2014
  • Table 22 Distribution of Drinking Milk Products by Format: % Value 2009-2014
  • Table 23 Forecast Sales of Drinking Milk Products Products by Category: Volume 2014-2019
  • Table 24 Forecast Sales of Drinking Milk Products Products by Category: Value 2014-2019
  • Table 25 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2014-2019
  • Table 26 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2014-2019

YOGHURT AND SOUR MILK PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 27 Sales of Yoghurt and Sour Milk Products by Category: Volume 2009-2014
  • Table 28 Sales of Yoghurt and Sour Milk Products by Category: Value 2009-2014
  • Table 29 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2009-2014
  • Table 30 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2009-2014
  • Table 31 Sales of Flavoured Spoonable Yoghurt by Flavour: Rankings 2009-2014
  • Table 32 Sales of Fruited Spoonable Yoghurt by Flavour: Rankings 2009-2014
  • Table 33 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2010-2014
  • Table 34 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2011-2014
  • Table 35 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2009-2014
  • Table 36 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2014-2019
  • Table 37 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2014-2019
  • Table 38 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2014-2019
  • Table 39 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2014-2019

OTHER DAIRY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Other Dairy by Category: Volume 2009-2014
  • Table 41 Sales of Other Dairy by Category: Value 2009-2014
  • Table 42 Sales of Other Dairy by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Other Dairy by Category: % Value Growth 2009-2014
  • Table 44 Sales of Cream by Type: % Value Breakdown 2009-2014
  • Table 45 Distribution of Other Dairy by Format: % Value 2009-2014
  • Table 46 Forecast Sales of Other Dairy by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Other Dairy by Category: Value 2014-2019
  • Table 48 Forecast Sales of Other Dairy by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Other Dairy by Category: % Value Growth 2014-2019

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 Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 Fonterra Co-operative Group Ltd: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 4 Fonterra Brands (NZ) Ltd: Competitive Position 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Goodman Fielder New Zealand Ltd: Key Facts
  • Summary 6 Goodman Fielder New Zealand Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Goodman Fielder New Zealand Ltd: Competitive Position 2014

Progressive Enterprises Ltd in Packaged Food (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Progressive Enterprises Ltd: Key Facts
  • Summary 9 Progressive Enterprises Ltd: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 10 Progressive Enterprises Ltd: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 11 Progressive Enterprises Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 12 Progressive Enterprises Ltd: Competitive Position 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 The Sanitarium Health Food Co: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 14 The Sanitarium Health Food Co: Competitive Position 2014

Packaged Food in New Zealand - Industry Context

EXECUTIVE SUMMARY

The economy recovers and value growth responds

Diversification of cuisines

The leaders remain unchanged in 2014

The price war between the two major retailers heats up

A number of factors to influence the forecast performance

KEY TRENDS AND DEVELOPMENTS

Changes in consumption behaviour

Price war between the top supermarket chains

Social responsibility

Potential in the children’s market

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 50 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 51 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 52 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 53 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 54 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 55 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 56 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 57 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 58 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 59 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 60 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 61 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 62 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 63 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 64 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 65 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 66 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 67 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 68 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 69 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 70 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 71 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 72 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 73 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 74 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 75 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 76 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 77 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 78 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 79 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 80 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 82 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 84 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 85 Sales of Packaged Food by Category: Value 2009-2014
  • Table 86 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 87 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 88 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 89 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 90 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 91 Penetration of Private Label by Category: % Value 2009-2014
  • Table 92 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 93 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 94 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 95 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 96 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 97 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 15 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Dairy
      • Cheese
        • Processed Cheese
          • Spreadable Processed Cheese
          • Unspreadable Processed Cheese
        • Unprocessed Cheese
          • Hard Cheese
            • Packaged Hard Cheese
            • Unpackaged Hard Cheese
          • Soft Cheese
          • Spreadable Unprocessed Cheese
      • Drinking Milk Products
        • Flavoured Milk Drinks
          • Dairy Only Flavoured Milk Drinks
          • Flavoured Milk Drinks with Fruit Juice
        • Flavoured Powder Milk Drinks
          • Chocolate-based Flavoured Powder Drinks
          • Malt-based Hot Drinks
          • Non-Chocolate-based Flavoured Powder Drinks
        • Milk
          • Cow's Milk
            • Fresh/Pasteurised Milk
              • Fat-free Fresh/Pasteurised Milk
              • Semi Skimmed Fresh/Pasteurised Milk
              • Full Fat Fresh/Pasteurised Milk
            • Long-Life/UHT Milk
              • Fat-free Long Life/UHT Milk
              • Semi Skimmed Long Life/UHT Milk
              • Full Fat Long Life/UHT 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
          • Spoonable Yoghurt
            • Flavoured Spoonable Yoghurt
            • Fruited Spoonable Yoghurt
            • Plain Spoonable 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/Evaporated Milk
          • Flavoured, Functional Condensed Milk
          • Plain Condensed/Evaporated 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
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Chilled vs Ambient
  • 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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