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Dairy Products - Ireland - February 2012

With food prices increasing and consumer spending power remaining low, the Irish dairy category is faced with an increasingly challenging operating environment. However sales are still being driven forward by a demand for healthy products.

As consumers seek to reduce their spending on foods, dairy companies are seeing a growing threat from consumers swapping to own-brand variants of many dairy products, while discounter-brand dairy products are also a growing threat to the market.

Key Themes in the Report:

  • How important are health trends in driving the dairy market? – Is the healthy nature of dairy the main motivator for purchase? What role do organic dairy products play in the market? How will issues such as obesity impact on sales of full-fat milk products?
  • Can functional claims still drive sales? – Are Irish consumers still willing to splash out on dairy products with functional claims during the recession? How have claims that many functional ingredients cannot be proved to be effective impacted the market?
  • How important is local sourcing to the Irish dairy market? – Are consumers more inclined to search out dairy products that have been produced locally?
  • How much of a threat or opportunity does food intolerances present to Irish dairy companies? – With the level of Irish consumers reporting lactose intolerance and general food allergies and intolerances rising, what impact could this have on the Irish dairy market?
  • What impact will the shift in the demographic make-up of NI and RoI have on the dairy market? – Older consumers tend to use more milk and other dairy products; as they grow to account for a greater segment of the population, what impact will this have on the dairy market?
  • What types of dairy products are the most consumed among Irish consumers? – Is standard milk still the most used type of dairy product? What other segments of the dairy market are experiencing growth during the downturn?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Yogurt could benefit more from cooking trend
              • Health scares highlight importance of food security
              • Market in Brief

                • Rocky recovery for dairy
                  • Recession not all bad for dairy segments
                    • Health still a driving force
                      • Doubts over health claims
                      • Fast Forward Trends

                          • Trend 1: Patriot Games
                            • What’s it about?
                              • What we’ve seen
                                • What next?
                                  • Trend 2: The Real Thing
                                    • What’s it about?
                                      • What we’ve seen
                                        • What next?
                                        • Internal Market Environment

                                          • Key points
                                            • Health a key concern for Irish consumers
                                              • Figure 1: Non-financial issues concerning consumers, RoI and NI, 2011
                                              • Figure 2: Consumer agreement with selected statements relating to health and diet, NI and RoI, 2011
                                            • Re-examining the healthy nature of dairy products
                                              • Some dairy health claims called into question
                                                • Probiotic dairy products still exhibit strong sales, and stress may be key to driving growth
                                                  • Using the health image to position milk as a sports drink
                                                    • Organic foods fall from grace
                                                      • Figure 3: Consumer agreement with selected important factors considered when buying food and drink, NI and RoI, 2009-11
                                                      • Figure 4: Agreement with the statement “It’s worth paying more for organic food”, NI and RoI, 2007-11
                                                    • Organic dairy bucks the downward trend
                                                      • Figure 5: Estimated value of organic dairy sales, NI and RoI, 2009-11
                                                    • Obesity will drive need for low-fat dairy options
                                                      • Fighting back against the fat
                                                        • Dairy going low-fat to appeal to health-conscious consumers
                                                          • Figure 6: Agreement with the statement “I read the labels on food to see what additives are in it”, NI and RoI, 2007-11
                                                        • Killing the flavour?
                                                          • Figure 7: Agreement with the statements ‘Healthy snacks usually taste bland’ and ‘I would like to see more exciting flavours in healthy snacks’, by gender and age, October 2011
                                                        • Local sourcing a key trend for dairy market
                                                          • Figure 8: Selected statements relating to important factor when purchasing artisan food, NI and RoI, February 2012
                                                        • High competition for Irish milk and dairy products
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Recession may see Irish consumers turn to own-brand dairy
                                                              • Figure 9: Economic outlook, RoI and NI, 2009-12
                                                              • Figure 10: Consumer agreement with the statement “When doing the household shopping I budget for every penny”, NI and RoI, 2007-11
                                                            • Unemployment impacting on dining outside the home
                                                              • Figure 11: Unemployment rates, NI and RoI, July 2009-December 2011
                                                              • Figure 12: Consumer Sentiment/Confidence Index, UK (incl. NI) and RoI, February 2009-February 2012
                                                            • Cooking at home
                                                              • Increased cost of living
                                                                • Figure 13: Median gross weekly pay, NI and RoI, 2006-11
                                                              • Ageing population
                                                                • Figure 14: Population, by age, NI, 2010-56
                                                                • Figure 15: Population, by age, RoI, 2006-41
                                                            • Competitive Context

                                                              • Key points
                                                                • Allergies and intolerances affect many
                                                                  • High level of lactose-free products launched in 2010-11
                                                                    • Figure 16: New products launched claiming to be lactose-free, UK and Ireland, 2008-12
                                                                  • Margarine and spreads prove strong competition for butter
                                                                      • Figure 17: Consumers who have used butter, margarine and spreads in the last 12 months, NI and RoI, 2010-11
                                                                    • Vegetarians present little threat to dairy market
                                                                      • Figure 18: Consumers who are vegetarians, NI and RoI, 2007-11
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Yogurt leading the NPD charge
                                                                            • Figure 19: NPD in the dairy category, by top 10 sub-categories, UK and Ireland, 2007-12
                                                                            • Figure 20: NPD in the yoghurt sub-category, by top ten claims, UK and Ireland, 2007-12
                                                                          • Hard cheese sees more product launches than soft cheese
                                                                            • Figure 21: NPD in the hard and semi hard cheese sub-category, by top ten claims, UK and Ireland, 2007-12
                                                                          • 2010 and 2011 busy years for drinking yoghurts and liquid culture milk
                                                                            • Figure 22: NPD in the drinking yogurts & liquid cultured milk sub-category, UK and Ireland, 2007-12
                                                                            • Figure 23: NPD in the drinking yogurts & liquid cultured milk sub-category, by top ten claims, UK and Ireland, 2007-12
                                                                          • Flavoured milk launches outpace standard milk launches
                                                                            • Figure 24: NPD in the flavoured and white milk sub-category, UK and Ireland, 2007-12
                                                                            • Figure 25: NPD in the flavoured and white milk sub-category, by top ten flavours, UK and Ireland, 2007-12
                                                                          • Butter experiences weak innovation levels
                                                                            • Figure 26: NPD in the butter sub-category, UK and Ireland, 2007-12
                                                                        • Market Size and Segmentation

                                                                          • Key points
                                                                            • Irish dairy market survives a turbulent 2009
                                                                              • Figure 27: Estimated retail sales of dairy products*, IoI, RoI and NI, 2007-17
                                                                            • Milk sales account for half of total IoI dairy market
                                                                              • Figure 28: Estimated retail sales of dairy products, by segment, IoI, 2011
                                                                            • RoI sees milk value sales decline
                                                                              • Figure 29: Estimated retail sales of milk, IoI, RoI and NI, 2007-17
                                                                            • Milk prices can only go up
                                                                              • Slow and steady progress for the cheese segment
                                                                                • Figure 30: Estimated retail sales of cheese, IoI, RoI and NI, 2007-17
                                                                              • Cheese market will see steady growth
                                                                                • Yoghurt segment turns the corner in 2011
                                                                                  • Figure 31: Estimated retail sales of yogurt, IoI, RoI and NI, 2007-17
                                                                                • 2011 sees return to growth for yoghurt
                                                                                  • Butter market quite stable
                                                                                    • Figure 32: Estimated retail sales of butter, IoI, RoI and NI, 2007-17
                                                                                • Companies and Products

                                                                                    • Arla Foods UK plc (Arla)
                                                                                      • Clandeboye Estate
                                                                                        • Dale Farm Ltd
                                                                                          • Dairygold Food Ingredients
                                                                                            • Danone UK Ltd
                                                                                              • Donegal Creameries plc
                                                                                                • Connacht Gold Creamery
                                                                                                  • Fivemiletown Creamery
                                                                                                    • Glanbia plc
                                                                                                      • Kerry Group plc
                                                                                                        • Kraft Foods
                                                                                                          • Unilever plc
                                                                                                          • The Consumer – Usage of Dairy Products

                                                                                                            • Key points
                                                                                                              • Block cheese usage remains stable
                                                                                                                • Figure 33: Consumers who have used cheese in blocks in the last 12 months, NI and RoI, 2007-11
                                                                                                              • Cheese block consumption highest among older consumers
                                                                                                                • Figure 34: Consumers who have used cheese in blocks in the last 12 months, by age NI and RoI, 2011
                                                                                                              • Irish consumers are medium cheese block users
                                                                                                                • Figure 35: Consumers who have used cheese in blocks in the last 12 months, by age, NI and RoI, 2011
                                                                                                              • Cheddar the most preferred type of cheese
                                                                                                                  • Figure 36: Varieties of cheese blocks used in the last 12 months, NI and RoI, 2011
                                                                                                                • Packet cheese usage driven by convenience
                                                                                                                    • Figure 37: Usage of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) in the last 12 months by demographics, NI and RoI, 2011
                                                                                                                  • Sliced cheese most used type of packet cheese
                                                                                                                    • Figure 38: Usage of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) in the last 12 months, by type, NI and RoI, 2011
                                                                                                                  • Butter usage quite stable
                                                                                                                      • Figure 39: Usage of butter in the last 12 months by age, NI and RoI, 2011
                                                                                                                      • Figure 40: Usage of butter in the last 12 months, by socio-economic group, NI and RoI, 2011
                                                                                                                    • Irish consumers are heavy butter users
                                                                                                                      • Figure 41: Frequency of butter use, NI and RoI, 2011
                                                                                                                    • Butter usage driven by breakfast and lunch
                                                                                                                      • Figure 42: Types of breakfast food used at least once a week, NI and RoI, 2011
                                                                                                                    • Milk usage increased between 2010 and 2011
                                                                                                                      • Figure 43: Usage of milk (excluding powdered and concentrated milk) in the last 12 months, NI and RoI, 2010-11
                                                                                                                    • NI consumers medium-to-light users of milk, RoI consumers medium users
                                                                                                                        • Figure 44: Frequency of usage of milk (excluding powdered and concentrated milk) per week, NI and RoI, 2011
                                                                                                                      • Hot beverages help to carry forward the milk market
                                                                                                                          • Figure 45: Types of hot beverages drank at home in the last 12 months, NI and RoI, June 2011
                                                                                                                        • Organic milk shows low usage in NI and RoI
                                                                                                                          • Figure 46: Types of milk (excluding powdered and concentrated milk) used, NI and RoI, 2011
                                                                                                                        • Raw milk to be banned in RoI
                                                                                                                          • Yoghurts and fromage frais primarily eaten by women
                                                                                                                              • Figure 47: Yoghurt and fromage frais eaten by adults in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                              • Figure 48: Agreement with selected statements relating to diet, by gender, NI and RoI, 2011
                                                                                                                            • Irish consumers classed as medium-to-light users of yoghurt and fromage frais
                                                                                                                              • Figure 49: Frequency of yoghurt and fromage frais eaten by adults, NI and RoI, 2011
                                                                                                                            • NI consumers more inclined to use fat-free yoghurts
                                                                                                                              • Figure 50: Kinds of yoghurt and fromage frais consumed by adults, NI and RoI, 2011
                                                                                                                          • Appendix

                                                                                                                            • NI dairy TGI demographic tables
                                                                                                                              • Figure 51: Usage of butter in the last 12 months, by all demographics, NI, 2011
                                                                                                                              • Figure 52: Frequency of butter use, by all demographics, NI, 2011
                                                                                                                              • Figure 53: Frequency of butter use, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 54: All types of butter used, by all demographics, NI, 2011
                                                                                                                              • Figure 55: Usage of milk (excluding powdered and concentrated milk) in the last 12 months, by all demographics, NI, 2011
                                                                                                                              • Figure 56: Usage of milk (excluding powdered and concentrated milk) by volume, by all demographics, NI, 2011
                                                                                                                              • Figure 57: Usage of milk (excluding powdered and concentrated milk) by volume, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 58: Usage of milk (excluding powdered and concentrated Milk) by volume, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 59: Types of milk (excluding powdered and concentrated milk) used, by all demographics, NI, 2011
                                                                                                                              • Figure 60: Varieties of milk (excluding powdered and concentrated milk) used, by all demographics, NI, 2011
                                                                                                                              • Figure 61: Usage of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) in the last 12 months, by all demographics, NI, 2011
                                                                                                                              • Figure 62: Frequency of packet cheese, cheese spreads and other cheese used (excluding cheese in blocks), by all demographics, NI, 2011
                                                                                                                              • Figure 63: Frequency of packet cheese, cheese spreads and other cheese used (excluding cheese in blocks), by all demographics, NI, 2011 (Continued)
                                                                                                                              • Figure 64: Types of packet cheese, cheese spreads and other cheese used (excluding cheese in blocks) used, by all demographics, NI, 2011
                                                                                                                              • Figure 65: Usage of cheese blocks in the last 12 months, by all demographics, NI, 2011
                                                                                                                              • Figure 66: Frequency of cheese blocks usage, by all demographics, NI, 2011
                                                                                                                              • Figure 67: Frequency of cheese blocks usage, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 68: Varieties of cheese blocks, by all demographics, NI, 2011
                                                                                                                              • Figure 69: Varieties of cheese blocks, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 70: Varieties of cheese blocks, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 71: Yoghurt and fromage frais eaten by adults in the last 12 months, by all demographics, NI, 2011
                                                                                                                              • Figure 72: Frequency of yoghurt and fromage frais eaten by adults, by all demographics, NI, 2011
                                                                                                                              • Figure 73: Frequency of yoghurt and fromage frais eaten by adults, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 74: Frequency of yoghurt and fromage frais eaten by adults, by all demographics, NI, 2011 (continued)
                                                                                                                              • Figure 75: Adults who consume yoghurt and fromage frais, by all demographics, NI, 2011
                                                                                                                              • Figure 76: Kinds of yoghurt and fromage frais consumed by adults, by all demographics, NI, 2011
                                                                                                                            • RoI dairy TGI demographic tables
                                                                                                                              • Figure 77: Usage of butter in the last 12 months, by all demographics, RoI, 2011
                                                                                                                              • Figure 78: Frequency of butter usage, by all demographics, RoI, 2011
                                                                                                                              • Figure 79: Frequency of butter usage, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 80: Types of butter used, by all demographics, RoI, 2011
                                                                                                                              • Figure 81: Milk usage in the last 12 months, by all demographics, RoI, 2011
                                                                                                                              • Figure 82: Volume of milk (excluding powdered and concentrated milk) in the last 12 months, by all demographics, RoI, 2011
                                                                                                                              • Figure 83: Volume of milk (excluding powdered and concentrated milk) in the last 12 months, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 84: Types of milk (excluding powdered and concentrated milk) used, by all demographics, RoI, 2011
                                                                                                                              • Figure 85: Types of milk (excluding powdered and concentrated milk) used, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 86: Varieties of milk (excluding powdered and concentrated milk) used, by all demographics, RoI, 2011
                                                                                                                              • Figure 87: Usage of cheese blocks in the last 12 months, by all demographics, RoI, 2011
                                                                                                                              • Figure 88: Frequency usage of cheese blocks, by all demographics, RoI, 2011
                                                                                                                              • Figure 89: Frequency usage of cheese blocks, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 90: Frequency usage of cheese blocks, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 91: Varieties of cheese blocks used, by all demographics, RoI, 2011
                                                                                                                              • Figure 92: Varieties of cheese blocks used, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 93: Varieties of cheese blocks used, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 94: Usage of packet cheese, cheese spreads and other cheese (excluding cheese blocks) in the last 12 months, by all demographics, RoI, 2011
                                                                                                                              • Figure 95: Frequency of packet cheese, cheese spreads and other cheese (excluding cheese blocks) used, by all demographics, RoI, 2011
                                                                                                                              • Figure 96: Frequency of packet cheese, cheese spreads and other cheese (excluding cheese blocks) used, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 97: Types of packet cheese, cheese spreads and other cheese (excluding cheese blocks) used, by all demographics, RoI, 2011
                                                                                                                              • Figure 98: Types of packet cheese, cheese spreads and other cheese (excluding cheese blocks) used, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 99: Yoghurt and fromage frais usage in the last 12 months, by all demographics, RoI, 2011
                                                                                                                              • Figure 100: Frequency of yoghurt and fromage frais usage, by all demographics, RoI, 2011
                                                                                                                              • Figure 101: Frequency of yoghurt and fromage frais usage cont’d, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 102: Frequency of yoghurt and fromage frais usage, by all demographics, RoI, 2011 (continued)
                                                                                                                              • Figure 103: Adults who consume yoghurt and fromage frais, by all demographics, RoI, 2011
                                                                                                                              • Figure 104: Kinds of yoghurt and fromage frais eaten by adults, by all demographics, RoI, 2011

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          Dairy Products - Ireland - February 2012

                                                                                                                          £1,095.00 (Excl.Tax)