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Cream and Creamers - US - June 2011

In this report, Mintel analyzes cream and creamer in four segments:

  • Refrigerated dairy cream/half & half
  • Refrigerated nondairy creamer
  • Shelf-stable creamer
  • Frozen creamer.

Dairy creamer is defined as dairy-based products designed to lighten the color and enhance the flavor of coffee. Dairy cream is further defined by its milk fat content, with all of the following grades included in the refrigerated dairy cream/half & half segment of the report:

  • Half & half is a mixture of milk and cream that has a milk fat content of at least 10.5% but no more than 18%.
  • Light cream (e.g., coffee cream, table cream) has a milk fat content of at least 18% but less than 30%.
  • Dairy creams may be flavored or unflavored.

Nondairy creamer is defined as including dairy-free products designed to lighten the color and enhance the flavor of coffee, and includes well-known brands Coffee-mate and Cremora. Such products may contain trace amounts of some dairy ingredients such as casein, but if this is the case, they must be labeled appropriately. Nondairy creamers also include soy-based creamer, such as White Wave’s Silk brand, but exclude "regular" soy milk. Nondairy creamer may be flavored or unflavored.

Not included in this report are the following: coffee mixes (such as General Foods’ International Coffee); instant, ground, or whole-bean coffee; milk; soy milk; sugar; artificial sweeteners; or syrups or other products used to flavor or sweeten coffee. Also excluded are specialty or European-style creams such as clotted cream, Devonshire cream, and double cream, as well as whipped toppings.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • 2010: A year of recovery
                      • Growth driven by nondairy refrigerated creamers
                        • Little change in refrigerated, while frozen fades
                          • Expect muted growth through 2015
                            • Nestlé on top; private labels surge
                              • Supermarkets dominate; rival channels keep pace
                                • Milk remains the one to beat
                                  • Still married to coffee
                                    • Changes in coffee drinking will impact cream and creamers
                                      • Losing the younger generation?
                                        • Dietary/health trends and impact
                                        • Insights and Opportunities

                                          • Key points
                                            • The potential of powdered milk
                                              • Extending usage
                                                • Cool it down
                                                  • The pod effect
                                                    • Home as a “third space”
                                                      • Nurture demand from key demographics
                                                      • Inspire Insights

                                                          • Inspire Trend: Make It Mine
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • A silver lining in a cloudy economy
                                                                • Figure 1: Total U.S. sales of cream and creamers, at current prices, 2005-15
                                                                • Figure 2: Total U.S. sales of cream and creamers, at inflation-adjusted prices, 2005-15
                                                              • Fan chart forecast
                                                                  • Figure 3: Fan chart forecast of total U.S. sales of cream and creamers, at current prices, 2005-15
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • As goes coffee, so goes cream
                                                                      • Figure 4: Total U.S. retail sales and forecast of coffee, at current prices, 2005-15
                                                                    • “Which” is determined by “where”
                                                                      • Figure 5: Types of cream and creamers used by where coffee is drunk, February 2011
                                                                      • Figure 6: Coffeehouse and donut shop coffee-spending trends, March 2010
                                                                    • Preparation is also key
                                                                      • Figure 7: Types of coffee drunk at home or at work, by gender and age, February 2011
                                                                    • The influence of dietary issues
                                                                      • More competition…
                                                                        • …for lagging soy
                                                                          • Figure 8: FDMx sales of soy food and beverages, by channel, 2008-10
                                                                        • …from other, and nut-based milk and creamers
                                                                          • Figure 9: Natural channel sales of soy or nut-based milk and creamers, 2009-11
                                                                        • …from other, and energy beverages
                                                                          • Figure 10: FDMx and convenience store sales and forecast of energy drinks, at current prices, 2005-15
                                                                          • Figure 11: FDMx sales and forecast of regular carbonated drinks, at current prices, 2005-15
                                                                          • Figure 12: FDMx sales and forecast of RTD noncarbonated beverages, at current prices, by segment, 2005-10
                                                                          • Figure 13: Index change for FDMx sales of RTD noncarbonated beverages at current prices, by segment, 2005-10
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Category’s biggest obstacle: Milk
                                                                            • Figure 14: Types of cream and creamers used when coffee is drunk at home, February 2011
                                                                            • Figure 15: Ways that milk is used among heavier* milk users, by gender, January 2010
                                                                            • Figure 16: FDMx sales of milk, by segment, 2007-11
                                                                          • Economy’s recovery will revive challenge from QSRs
                                                                            • Figure 17: Top 10 beverages on QSR menus, by incidence, Q1 2008–Q1 2011
                                                                          • Coffee and creamer combo products
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Refrigerated creamers surge
                                                                                • Sales of cream and creamers, by segment
                                                                                  • Figure 18: Total U.S. sales of cream and creamers, by segment, 2009 and 2010
                                                                              • Segment Performance—Refrigerated Nondairy Creamer

                                                                                • Key points
                                                                                  • Return to growth
                                                                                    • Sales and forecast—refrigerated nondairy creamer
                                                                                      • Figure 19: Total U.S. sales of refrigerated nondairy creamer, 2005-15
                                                                                  • Segment Performance—Refrigerated Dairy Cream/Half & Half

                                                                                    • Key points
                                                                                      • Sales flat as segment struggles
                                                                                        • Sales and forecast—refrigerated dairy cream/half & half
                                                                                          • Figure 20: Total U.S. sales of refrigerated dairy cream/half & half, 2005-15
                                                                                      • Segment Performance—Shelf-stable Coffee Creamer

                                                                                        • Key points
                                                                                          • Sales growth slowdown
                                                                                            • Sales and forecast—shelf-stable coffee creamer
                                                                                              • Figure 21: Total U.S. sales of shelf-stable coffee creamer, 2005-15
                                                                                          • Segment Performance—Frozen Coffee Creamer

                                                                                            • Key points
                                                                                              • A nominal presence
                                                                                                • Sales—frozen coffee creamer
                                                                                                  • Figure 22: Total U.S. sales of frozen coffee creamer, 2005-10
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Drug stores expand offerings, widening appeal
                                                                                                    • Figure 23: U.S. sales of cream and creamers, by retail channel, 2009 and 2010
                                                                                                • Retail Channels—Supermarkets

                                                                                                  • Key points
                                                                                                    • Supermarkets’ success can’t be duplicated
                                                                                                      • Figure 24: Sales of cream and creamers at supermarkets, 2005-10
                                                                                                  • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                    • Key points
                                                                                                      • Growth continues its slowdown
                                                                                                        • Figure 25: Sales of cream and creamers at supercenters and warehouse clubs, 2005-10
                                                                                                    • Retail Channels—Drug Stores

                                                                                                      • Key points
                                                                                                        • Growth on the rebound as product lines expand
                                                                                                          • Figure 26: Sales of cream and creamers at drug stores, 2005-10
                                                                                                      • Retail Channels—Other

                                                                                                        • Key points
                                                                                                          • Limited impact on sales for home use
                                                                                                            • Figure 27: Sales of cream and creamers at other retail channels, 2005-10
                                                                                                        • Retail Channels—Natural Supermarkets

                                                                                                          • Key points
                                                                                                            • Insights
                                                                                                              • Sales of cream and creamers in the natural channel
                                                                                                                • Figure 28: Natural supermarket sales of cream and creamers, at current prices, 2008-10
                                                                                                                • Figure 29: Natural supermarket sales of cream and creamers, at inflation-adjusted prices, 2008-10
                                                                                                              • Natural channel sales by segment
                                                                                                                • Figure 30: Natural supermarket sales of cream and creamers, by segment, 2008 and 2010
                                                                                                              • Natural channel sales by organic content
                                                                                                                • Figure 31: Natural supermarket sales of cream and creamers, by organic content, 2008 and 2010
                                                                                                            • Leading Companies

                                                                                                              • Key points
                                                                                                                • Nestlé maintains dominance
                                                                                                                  • FDMx sales of cream and creamer by manufacturer
                                                                                                                    • Figure 32: FDMx sales of cream and creamer, by manufacturer, 2010-11
                                                                                                                • Brand Share—Refrigerated Nondairy Creamer

                                                                                                                  • Key points
                                                                                                                    • Nestlé and Dean Foods grow, but lose market share
                                                                                                                      • Figure 33: FDMx brand sales of refrigerated nondairy creamer, 2010 and 2011
                                                                                                                  • Brand Share—Refrigerated Dairy Cream/Half & Half

                                                                                                                    • Key points
                                                                                                                      • Private labels dominate amid sluggish economy
                                                                                                                        • Figure 34: FDMx brand sales of refrigerated dairy cream/half & half, 2010 and 2011
                                                                                                                    • Brand Share—Shelf-stable Coffee Creamer

                                                                                                                      • Key points
                                                                                                                        • Nestlé tightens its grip on category
                                                                                                                          • Figure 35: FDMx brand sales of shelf-stable coffee creamer, 2010 and 2011
                                                                                                                      • Brand Share—Frozen Coffee Creamer

                                                                                                                        • Key points
                                                                                                                          • Rich Products weathers a difficult year for category
                                                                                                                            • Figure 36: FDMx brand sales of frozen coffee creamer, 2010 and 2011
                                                                                                                        • Innovation and Innovators

                                                                                                                          • Key points
                                                                                                                            • Natural, natural, natural
                                                                                                                              • Nondairy options: Beyond soy
                                                                                                                                • Alcohol-infused whipped creams
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Key points
                                                                                                                                    • Brand and merchandising strategies
                                                                                                                                      • In-store merchandising and displays
                                                                                                                                        • TV advertising
                                                                                                                                          • Nestlé’s Coffee-mate
                                                                                                                                            • Figure 37: Coffee-mate—Coffeehouse: Lines, Cost, Hassle, TV ad, 2010
                                                                                                                                            • Figure 38: Coffee-mate—Coffee lovers invited to try new products and express feelings with art, TV ad, 2011
                                                                                                                                          • International Delight
                                                                                                                                            • Figure 39: International Delight—Man makes his wife a caramel macchiato, TV ad, 2010
                                                                                                                                          • La Crème
                                                                                                                                            • Figure 40: La Crème—Nondairy creamer comes from fake cows, TV ad, 2011
                                                                                                                                          • Online initiatives
                                                                                                                                            • La Crème
                                                                                                                                              • Figure 41: La Crème microsite, 2011
                                                                                                                                            • Nestlé’s Coffee-mate
                                                                                                                                              • Figure 42: Nestlé Coffee-mate site, Be Your Own Barista, 2011
                                                                                                                                          • Incidence of Drinking Coffee and Using Cream and Creamers

                                                                                                                                            • Key points
                                                                                                                                              • Older consumers more likely to drink coffee
                                                                                                                                                • Figure 43: Incidence of drinking coffee and using cream and creamers, by age, February 2011
                                                                                                                                                • Figure 44: Consumption of energy drinks and energy shots, by age, April 2010
                                                                                                                                                • Figure 45: Incidence of drinking coffee and using cream and creamers, by presence and number of children in household, February 2011
                                                                                                                                                • Figure 46: Incidence of drinking coffee and using cream and creamers, by employment status, February 2011
                                                                                                                                                • Figure 47: Incidence of drinking coffee and using cream and creamers, by region, February 2011
                                                                                                                                                • Figure 48: Incidence of drinking coffee and using cream and creamers, by gender and age, February 2011
                                                                                                                                            • Types of Cream and Creamers Used by Where Coffee is Drunk

                                                                                                                                              • Key points
                                                                                                                                                • Overview
                                                                                                                                                  • Figure 49: Types of cream and creamers used by where coffee is drunk, February 2011
                                                                                                                                                • At home
                                                                                                                                                  • Figure 50: Types of cream and creamers used when coffee is drunk at home, by gender, February 2011
                                                                                                                                                  • Figure 51: Types of cream and creamers used when coffee is drunk at home, by age, February 2011
                                                                                                                                                  • Figure 52: Types of cream and creamers used when coffee is drunk at home, by household income, February 2011
                                                                                                                                                  • Figure 53: Types of cream and creamers used when coffee is drunk at home, by presence of children in the household, February 2011
                                                                                                                                                  • Figure 54: Types of cream and creamers used when coffee is drunk at home, by urban status, February 2011
                                                                                                                                                  • Figure 55: Types of cream and creamers used when coffee is drunk at home, by gender and presence of children in the household, February 2011
                                                                                                                                                  • Figure 56: Types of cream and creamers used when coffee is drunk at home, by gender and age, February 2011
                                                                                                                                              • Use of Each Type of Creamer or Whitener Product

                                                                                                                                                • Key points
                                                                                                                                                  • In coffee, liquid nondairy rivals milk
                                                                                                                                                    • Figure 57: Use of each type of creamer or whitener product, by nature of usage, February 2011
                                                                                                                                                • Types of Creamer and Whitener Products Purchased

                                                                                                                                                  • Key points
                                                                                                                                                    • Purchases most likely among younger demographics
                                                                                                                                                      • Figure 58: Types of creamer and whitener products purchased, by age, February 2011
                                                                                                                                                      • Figure 59: Types of creamer and whitener products purchased, by household income, February 2011
                                                                                                                                                      • Figure 60: Types of creamer and whitener products purchased, by presence and number of children in the household, February 2011
                                                                                                                                                      • Figure 61: Types of creamer and whitener products purchased, by urban status, February 2011
                                                                                                                                                      • Figure 62: Types of creamer and whitener products purchased, by gender and presence of children, February 2011
                                                                                                                                                      • Figure 63: Types of creamer and whitener products purchased, by gender and age, February 2011
                                                                                                                                                  • Flavors of Creamer and Whitener Products Used

                                                                                                                                                    • Key points
                                                                                                                                                      • A taste for the coffeehouse
                                                                                                                                                        • Figure 64: Flavors of creamer and whitener products used/not used, February 2011
                                                                                                                                                        • Figure 65: Top flavors of creamer and whitener products used/interest in buying again, February 2011
                                                                                                                                                    • Coffee Drinking

                                                                                                                                                      • Key points
                                                                                                                                                        • Opportunity among young, non-white consumers
                                                                                                                                                            • Figure 66: Average number of cups of coffee drunk per week, by key demographics, February 2011
                                                                                                                                                          • A penchant for instant gratification
                                                                                                                                                            • Figure 67: Types of coffee drunk at home or at work, by age, February 2011
                                                                                                                                                            • Figure 68: Types of coffee drunk at home or at work, by household income, February 2011
                                                                                                                                                            • Figure 69: Types of coffee drunk at home or at work, by number of people in household and presence of children, February 2011
                                                                                                                                                            • Figure 70: Types of coffee drunk at home or at work, by gender and age, February 2011
                                                                                                                                                        • Interest in Trying Various New Types of Cream and Creamer

                                                                                                                                                          • Key points
                                                                                                                                                            • Starbucks influences product curiosity
                                                                                                                                                              • Figure 71: Interest in trying various new types of cream and creamer, by age, February 2011
                                                                                                                                                              • Figure 72: Interest in trying various new types of cream and creamer, by household income, February 2011
                                                                                                                                                              • Figure 73: Interest in trying various new types of cream and creamer, by marital status, February 2011
                                                                                                                                                              • Figure 74: Interest in trying various new types of cream and creamer, by region, February 2011
                                                                                                                                                              • Figure 75: Interest in trying various new types of cream and creamer, by presence of children/gender and children, February 2011
                                                                                                                                                              • Figure 76: Interest in trying various new types of cream and creamer, by marital status and presence of children in the household, February 2011
                                                                                                                                                              • Figure 77: Interest in trying various new types of cream and creamer, by gender and age, February 2011
                                                                                                                                                          • Incidence of Dieting

                                                                                                                                                            • Key points
                                                                                                                                                              • Impact of dieting on cream and creamer usage
                                                                                                                                                                • Figure 78: Creamer/whitener products used in coffee, by dieting or not, February 2011
                                                                                                                                                              • Who’s on a diet?
                                                                                                                                                                • Figure 79: Following a diet regimen, by key demographics, February 2011
                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Hispanics show higher than average use of most whiteners
                                                                                                                                                                  • Figure 80: Types of cream and creamers used when coffee is drunk at home, by race and Hispanic origin, February 2011
                                                                                                                                                                  • Figure 81: Types of coffee drunk at home or at work, by race and Hispanic origin, February 2011
                                                                                                                                                                • Desire for convenience
                                                                                                                                                                  • Figure 82: Interest in trying various new types of cream and creamer, by race and Hispanic origin, February 2011
                                                                                                                                                              • Additional Consumer Tables

                                                                                                                                                                • Key points
                                                                                                                                                                  • Soy, rice, almond milk use skews younger
                                                                                                                                                                      • Figure 83: Alternative milks used in coffee at home or at work, by age and household income, February 2011
                                                                                                                                                                    • Dairy weakens with age; half & half bucks trend
                                                                                                                                                                        • Figure 84: Dairy products used in coffee at home or at work, by age, February 2011
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Creamless Frequent Drinkers
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Light Drippers
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Multicoffee and Creamers
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Characteristic tables
                                                                                                                                                                                                  • Figure 85: Cream and creamer clusters, February 2011
                                                                                                                                                                                                  • Figure 86: Types of creamer and whitener products purchased, by cream and creamer clusters, February 2011
                                                                                                                                                                                                  • Figure 87: Average number of cups of coffee drunk per week, by cream and creamer clusters, February 2011
                                                                                                                                                                                                  • Figure 88: Types of coffee drunk at home or at work, by cream and creamer clusters, February 2011
                                                                                                                                                                                                  • Figure 89: Interest in trying various new types of cream and creamer, by cream and creamer clusters, February 2011
                                                                                                                                                                                                • Demographic tables
                                                                                                                                                                                                  • Figure 90: Cream and creamer clusters, by gender, February 2011
                                                                                                                                                                                                  • Figure 91: Cream and creamer clusters, by age, February 2011
                                                                                                                                                                                                  • Figure 92: Cream and creamer clusters, by household income, February 2011
                                                                                                                                                                                                  • Figure 93: Cream and creamer clusters, by race, February 2011
                                                                                                                                                                                                  • Figure 94: Cream and creamer clusters, by Hispanic origin, February 2011
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                    • Refrigerated coffee creamer
                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                          • Figure 95: Brand map, selected brands of refrigerated coffee creamer buying rate by household penetration, 2010*
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 96: Key purchase measures for the top brands of refrigerated coffee creamer, by household penetration, 2010*
                                                                                                                                                                                                          • Refrigerated dairy cream/half & half
                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 97: Brand map, selected brands of refrigerated dairy cream/half & half buying rate, by household penetration, 2010*
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 98: Key purchase measures for the top brands of refrigerated dairy creamer/half & half, by household penetration, 2010*
                                                                                                                                                                                                                • Single-serve coffee creamers
                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 99: Brand map, selected brands of single serve coffee creamers buying rate, by household penetration, 2010*
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 100: Key purchase measures for the top brands of single-serve coffee creamers, by household penetration, 2010*
                                                                                                                                                                                                                    • Appendix—IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                                                        • Bodum
                                                                                                                                                                                                                        • Burger King Corporation
                                                                                                                                                                                                                        • Caribou Coffee Company Inc.
                                                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                                                        • CVS Caremark Corporation
                                                                                                                                                                                                                        • Dean Foods Company
                                                                                                                                                                                                                        • Duane Reade, Inc
                                                                                                                                                                                                                        • Dunkin' Brands
                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                        • Garelick Farms
                                                                                                                                                                                                                        • Horizon Organic
                                                                                                                                                                                                                        • HP Hood LLC
                                                                                                                                                                                                                        • International Dairy Foods Association
                                                                                                                                                                                                                        • Kemps LLC
                                                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                        • Land O'Lakes Inc.
                                                                                                                                                                                                                        • McDonald's U.S.A.
                                                                                                                                                                                                                        • National Cheese Institute
                                                                                                                                                                                                                        • National Milk Producers Federation
                                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                                        • Organic Valley Family of Farms
                                                                                                                                                                                                                        • Pacific Foods
                                                                                                                                                                                                                        • Pepsi-Cola North America
                                                                                                                                                                                                                        • Red Bull North America, Inc.
                                                                                                                                                                                                                        • Rich Products Corporation
                                                                                                                                                                                                                        • Rite Aid Corporation
                                                                                                                                                                                                                        • Save-A-Lot Food Stores, Inc.
                                                                                                                                                                                                                        • Starbucks Corporation
                                                                                                                                                                                                                        • Subway
                                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                                                        • US Department of Commerce
                                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                        • Weight Watchers International Inc.
                                                                                                                                                                                                                        • White Wave, Inc.
                                                                                                                                                                                                                        • Whole Foods Market Inc
                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                        Cream and Creamers - US - June 2011

                                                                                                                                                                                                                        £3,199.84 (Excl.Tax)