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Country Report

New Zealand Flag Dairy in New Zealand

| Pages: 92

Price: US$1,900

About this Report

Executive Summary

Cheese

TRENDS

  • 2013 saw a continued trend towards soft spreadable cheeses and more international-style soft cheeses. These types of cheeses are consumed more when entertaining or for light snacking, as opposed to hard cheeses, which are generally used for lunchtime sandwiches or in main meal cooking. As a result of the trend towards snacking, Fonterra Brands (NZ) Ltd introduced a range of hard cheese snack varieties such as Mainland Sticks and Mainland Cheese & Crackers in 2013.

COMPETITIVE LANDSCAPE

  • There were no real significant value share changes among companies within cheese over 2012-2013.

PROSPECTS

  • The main trends within cheese over the forecast period will be natural trends (ie unprocessed over processed), smaller pack sizes (snack packs and lower volume blocks), a stronger variety of speciality cheeses (including goat and sheep products), and more cheeses marketed for cooking.

Drinking Milk Products

TRENDS

  • 2013 was an innovative year in terms of new packaging in the dairy industry, particularly for fresh/pasteurised milk products. Fonterra Brands (NZ) Ltd introduced a light-proof bottle throughout its Anchor-branded milk range in 2013, which was trademarked by the company. The bottle consists of three layers to stop light penetrating the liquid, keeping it fresher and protecting the nutrients within the milk for longer. This was seen as a great innovation, particularly in the highly competitive fresh/pasteurised milk environment, where it is hard to differentiate between brands of milk. Fonterra Brands (NZ) Ltd embarked on a strong marketing and educational campaign to support the light-proof bottle using the slogan “If milk was meant to see the light, cows would be see-through”. Interestingly, prices of Anchor milk remained the same when the added-value packaging was launched.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd led the category with a value share of 34% in 2013, up slightly on 2012. The company remained strong due to being owned by Fonterra, one of the largest dairy co-operatives in the world. Therefore, Fonterra Brands (NZ) Ltd is a significant driver of category growth within New Zealand. The most innovative development in 2013 was the introduction of the Anchor Light-Proof bottle, which was advertised on New Zealand television. Anchor was also the key brand sponsoring the Fonterra Milk for Schools programme. Furthermore, during 2013 Primo Extremo was rebranded Anchor Fast Start. Fonterra Brands (NZ) Ltd also possesses the flavoured milk drink range, Anchor Calci-Yum, which targets children. Anchor held a 32% brand share in 2013, up slightly on 2012 due to strong activity during the year, and remained the top-ranked drinking milk brand. Other brands under the company’s banner included Primo, which had a value share of just over 1%. The brand lost some share due to the rebranding of Primo Extremo in 2013. The most interesting new product development for the Primo brand in 2013 was the launch of the co-branded Primo Pineapple Lumps. Fonterra Brands (NZ) Ltd joined with Cadbury Confectionery Ltd’s Pascall Pineapple Lumps brand to create a new flavour variant within its flavoured milk drinks range. The product was expected to be sold for a limited time, but proved so popular that it remained in the Primo range over the 2013 summer period.

PROSPECTS

  • One of the trends expected over the forecast period is health and wellness, as seen through low-fat, fortified/functional and non-dairy products (for consumers who are lactose intolerant). In addition, the development of more products targeting children is expected. Manufacturers are likely to encourage parents to choose drinking milk products over soft drinks as a healthier alternative.

Yoghurt and Sour Milk Drinks

TRENDS

  • 2013 saw a strong surge in the entry of premium, dessert-style yoghurts, which drove value growth in the category. In particular, smaller domestic companies were innovative in the development of such products, such as Epicurean Dairy Holdings Ltd through its The Collective brand, and Hauraki Dairy Ltd with its Piako brand. Gourmet yoghurts included flavours such as Russian Fudge, Blood(y) Orange and Coconut, Bush Honey, and Apple and Blueberry.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd led the category in 2013 with a value share of 45%, down one percentage point on 2012. Fresh ‘n’ Fruity remained the strongest brand in the category, ranking first with a value share of 40% in 2013. The Fresh ‘n’ Fruity brand remained a more mainstream offering, which competed directly with Meadow Fresh, both applying price discounts during the year. Although the brand is strong, the brand’s share has declined since 2011 when it held 41%. The brand demonstrated little development in terms of premiumisation and packaging over the second half of the review period, with only flavour innovation taking place.

PROSPECTS

  • A number of trends are expected within yoghurt, which has seen strong innovation from smaller domestic players. Trends include fortified/functional yoghurts (probiotic and prebiotic), premium positioning, dessert-style yoghurts, hybrid drinking/pourable yoghurts, and the development of packaging through the use of tubes and pouches, which may be targeted towards children.

Other Dairy

TRENDS

  • 2013 was a year of rebranding for Fonterra Brands (NZ) Ltd throughout its dairy portfolio. Most smaller brands were rebranded to the well-known and iconic Anchor brand. This included Country Goodness sour cream products, Country Goodness cottage cheese products and the Swiss Maid chilled-dairy desserts and custards falling under the Anchor portfolio.

COMPETITIVE LANDSCAPE

  • Fonterra Brands (NZ) Ltd continued to lead the category with a current value share of 40% in 2013, remaining unchanged from 2012. The company concentrated on rebranding its other dairy range of products to uniformly represent the Anchor brand, an iconic and well-known brand in New Zealand. This saw the Anchor brand jump from a 22% value share in 2012 to 34% in 2013, dominating other dairy products. Consequently, the Country Goodness brand dropped from a brand share of 16% in 2012 down to 5% in 2013, not experiencing a full year of sales. The Anchor brand was ranked first in chilled dairy-based desserts and cream, and is likely to lead fromage frais/quark after the completion of rebranding.

PROSPECTS

  • It is expected that the main focus within other dairy over the forecast period will be health and wellness trends, particularly the provision of low-fat products. Private label offerings are expected to make in-roads in some categories, while it is expected that other categories will grow further due to the influence of European cuisine. Growth categories are expected to include fromage frais and quark (development beyond cottage cheese) and shelf-stable, soy-based and chilled snack categories, which remained in their infancy within New Zealand during 2013.

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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

YOGHURT AND SOUR MILK PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Yoghurt and Sour Milk Products by Category: Volume 2008-2013
  • Table 2 Sales of Yoghurt and Sour Milk Products by Category: Value 2008-2013
  • Table 3 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2008-2013
  • Table 5 Sales of Yoghurt by Soy-based vs Dairy-based: % Value 2012
  • Table 6 Sales of Flavoured Spoonable Yoghurt by Flavour: Rankings 2008-2013
  • Table 7 Sales of Fruited Spoonable Yoghurt by Flavour: Rankings 2008-2013
  • Table 8 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2009-2013
  • Table 9 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2010-2013
  • Table 10 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2008-2013
  • Table 11 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2013-2018
  • Table 12 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2013-2018
  • Table 13 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2013-2018
  • Table 14 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2013-2018

DRINKING MILK PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 15 Sales of Drinking Milk Products by Category: Volume 2008-2013
  • Table 16 Sales of Drinking Milk Products by Category: Value 2008-2013
  • Table 17 Sales of Drinking Milk Products by Category: % Volume Growth 2008-2013
  • Table 18 Sales of Drinking Milk Products by Category: % Value Growth 2008-2013
  • Table 19 Sales of Flavoured Milk Drinks by Chilled vs Ambient: % Volume Analysis 2008-2013
  • Table 20 Sales of Milk by Type: % Value Breakdown 2008-2013
  • Table 21 NBO Company Shares of Drinking Milk Products: % Value 2009-2013
  • Table 22 LBN Brand Shares of Drinking Milk Products: % Value 2010-2013
  • Table 23 Distribution of Drinking Milk Products by Format: % Value 2008-2013
  • Table 24 Forecast Sales of Drinking Milk Products Products by Category: Volume 2013-2018
  • Table 25 Forecast Sales of Drinking Milk Products Products by Category: Value 2013-2018
  • Table 26 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2013-2018
  • Table 27 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2013-2018

CHEESE

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 28 Sales of Cheese by Category: Volume 2008-2013
  • Table 29 Sales of Cheese by Category: Value 2008-2013
  • Table 30 Sales of Cheese by Category: % Volume Growth 2008-2013
  • Table 31 Sales of Cheese by Category: % Value Growth 2008-2013
  • Table 32 Sales of Spreadable Processed Cheese by Type: % Value Breakdown 2008-2013
  • Table 33 Sales of Unprocessed Cheese by Type: % Value Breakdown 2010-2013
  • Table 34 NBO Company Shares of Cheese: % Value 2009-2013
  • Table 35 LBN Brand Shares of Cheese: % Value 2010-2013
  • Table 36 Distribution of Cheese by Format: % Value 2008-2013
  • Table 37 Forecast Sales of Cheese by Category: Volume 2013-2018
  • Table 38 Forecast Sales of Cheese by Category: Value 2013-2018
  • Table 39 Forecast Sales of Cheese by Category: % Volume Growth 2013-2018
  • Table 40 Forecast Sales of Cheese by Category: % Value Growth 2013-2018

OTHER DAIRY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Other Dairy by Category: Volume 2008-2013
  • Table 42 Sales of Other Dairy by Category: Value 2008-2013
  • Table 43 Sales of Other Dairy by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Other Dairy by Category: % Value Growth 2008-2013
  • Table 45 Sales of Cream by Type: % Value Breakdown 2008-2013
  • Table 46 Distribution of Other Dairy by Format: % Value 2008-2013
  • Table 47 Forecast Sales of Other Dairy by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Other Dairy by Category: Value 2013-2018
  • Table 49 Forecast Sales of Other Dairy by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Other Dairy by Category: % Value Growth 2013-2018

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 Brands (NZ) Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Fonterra Brands (NZ) Ltd: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Goodman Fielder New Zealand Ltd: Key Facts
  • Summary 5 Goodman Fielder New Zealand Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Goodman Fielder New Zealand Ltd: Competitive Position 2013

Progressive Enterprises Ltd in Packaged Food (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Progressive Enterprises Ltd: Key Facts
  • Summary 8 Progressive Enterprises Ltd: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 9 Progressive Enterprises Ltd: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 10 Progressive Enterprises Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 11 Progressive Enterprises Ltd: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 The Sanitarium Health Food Co: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 13 The Sanitarium Health Food Co: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 14 The Sanitarium Health Food Co: Competitive Position 2013

Packaged Food in New Zealand - Industry Context

EXECUTIVE SUMMARY

Packaged food value growth remains positive in 2013

Cobranding and premiumisation characterise 2013

Goodman Fielder Ltd continues to lead packaged food in New Zealand

Private label drives growth in supermarkets’ value share

Christchurch rebuild to fuel economic recovery

KEY TRENDS AND DEVELOPMENTS

New Zealand economic recovery drives premiumisation

The evolving New Zealand palate

Cobranding used to launch innovative product lines

Corporate responsibility shines in good deeds marketing

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 51 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 52 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 53 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 54 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 55 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 56 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 57 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 58 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 59 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 60 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 61 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 62 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 63 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 64 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 65 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 66 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 67 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 68 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 69 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 70 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 71 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 72 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 73 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 74 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 75 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 76 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 77 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 78 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 79 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 80 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 81 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 83 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 85 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 86 Sales of Packaged Food by Category: Value 2008-2013
  • Table 87 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 88 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 89 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 90 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 91 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 92 Penetration of Private Label by Category: % Value 2008-2013
  • Table 93 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 94 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 95 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 96 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 97 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 98 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

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 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
              • Full Fat Fresh/Pasteurised Milk
              • Semi Skimmed Fresh/Pasteurised Milk
            • Long-Life/UHT Milk
              • Fat-Free Long Life/UHT Milk
              • Full Fat Long Life/UHT Milk
              • Semi Skimmed 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
  • Soy-based vs Dairy-based

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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