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Milk and Cream - Ireland - November 2013

“Liquid milk remains a staple in Irish diets with the market forecast to achieve steady growth in the years ahead until 2018. In order to help drive growth further within the market and to keep consumers engaged with milk and cream, packaging, flavour and functional innovations should be explored.”

- Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • What types of milk and cream are Irish consumers using the most?
  • How important is provenance and fair pay to farmers for Irish consumers?
  • Are consumers influenced by health when choosing milk and cream products?
  • What opportunities are there for milk and cream producers to add value to brands and expand their appeal to new markets?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Forecast
                      • Figure 1: Index growth in liquid milk market, NI and RoI, 2008-18
                    • Market factors
                      • Challenging 2012/13 conditions causing rising prices
                        • RoI consumers reducing their milk consumption
                          • Dairy farm numbers decreasing
                            • Thriving market for Irish dairy exports
                              • Provenance and fair pay to farmers
                                • Companies, brands and innovations
                                  • The consumer
                                    • Disparity in NI and RoI preferred choice of milk
                                      • Figure 2: Types of milk used or served in the last three months, NI and RoI, November 2013
                                    • RoI consumers more health-conscious when using fresh cream
                                      • Figure 3: Types of cream used or served in the last 3 months, NI and RoI, November 2013
                                    • RoI consumers placing more emphasis on provenance of milk and cream products
                                      • Figure 4: Important qualities when buying milk and cream products, NI and RoI, November 2013
                                    • Cream benefiting from scratch cooking resurgence
                                      • Figure 5: Agreement with statements relating to milk and cream, NI and RoI, November 2013
                                    • What we think
                                    • Issues in the Market

                                      • What types of milk and cream are Irish consumers using the most?
                                        • How important is provenance and fair pay to farmers for Irish consumers?
                                          • Are consumers influenced by health when choosing milk and cream products?
                                            • What opportunities are there for milk and cream producers to add value to brands and expand their appeal to new markets?
                                            • Trend Application

                                                • Trend: Transumers
                                                  • Trend: Play Ethic
                                                    • Mintel Futures: Generation Next
                                                    • Market Overview

                                                      • Key points
                                                        • Decrease in the number of Irish dairy farms
                                                          • Figure 6: Dairy farm numbers, NI, 2002, 2011 and 2012
                                                          • Figure 7: Average dairy farm numbers, RoI, 1995, 2005, 2010, 2015 and 2020
                                                        • Average herd size increasing
                                                          • Figure 8: Average herd size on dairy farms, RoI, 1995, 2005, 2010, 2015 and 2020
                                                          • Figure 9: Average herd size, 2002, 2011 and 2012, NI
                                                        • Adverse weather conditions impacting dairy farming
                                                          • Figure 10: Mean temperatures recorded, RoI, January-August 2012 and 2013
                                                        • Weather and fodder crisis pushing up farm-gate milk price
                                                          • Figure 11: Average yearly milk prices, pence per litre, NI, 2005-13
                                                          • Figure 12: Average yearly milk prices, cents per litre, RoI, 2005-13
                                                        • Export market remains important for Irish milk
                                                          • Figure 13: Irish food and drink exports, by category, 2012-13
                                                        • UK remains key export market for Irish dairy products
                                                          • Figure 14: Distribution of RoI dairy products and ingredients exports
                                                        • Food price inflation slowing in RoI
                                                          • Figure 15: Food Price Inflation rates, March-October 2013
                                                        • RoI consumers rate their financial situation as worse than NI
                                                          • Figure 16: How consumers rate their current financial situation, NI and RoI, November 2013
                                                        • Branded milk facing intense competition from private label
                                                          • Figure 17: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                        • Price disparity
                                                          • Figure 18: Price comparison of 2 litres whole milk, RoI
                                                          • Figure 19: Top 100 brands in Ireland, by ranked position, 2012 and 2013
                                                        • Milk consumption decreasing in RoI
                                                          • Figure 20: Liquid milk consumption, litres/capita/annum, 2007, 2010, and 2011
                                                        • Whole milk dominance in RoI market may be contributing to obesity crisis
                                                          • Figure 21: Fresh milk sales product profile 2001-12, RoI
                                                          • Figure 22: Percentage of population aged 15+ considered overweight or obese, top 10 countries globally, 2012
                                                        • Consumers valuing provenance of milk and cream products
                                                        • Competitive Context

                                                          • Key points
                                                            • Dairy alternatives increasing NPD activity
                                                              • Figure 23: Product launches within the UK and Ireland milk, cream and dairy alternatives market by sub-category, 2011-13
                                                            • Free-from market benefiting from increased consumer awareness
                                                              • Free-from market expanding
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Retail milk sales increasing
                                                                    • Figure 24: Estimated retail sales of liquid milk, IoI, RoI and NI, 2008-2018
                                                                  • Steady growth in milk market expected
                                                                    • Figure 25: Index growth in liquid milk market, NI and RoI, 2008-18
                                                                  • Milk production decreasing
                                                                    • Figure 26: Milk sales for human consumptionn, by volume, RoI, 2008-13
                                                                    • Figure 27: Raw milk production, NI, 2008-13
                                                                  • Cream sales on the increase
                                                                    • Figure 28: Estimated value of cream sales, NI and Roi, 2008-18
                                                                  • Single and double cream dominating market
                                                                    • Figure 29: Segmentation of the fresh cream market, by value, UK, 2012
                                                                    • Figure 30: Estimated value of cream sales, by type, IoI, 2012
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Ethical claims leading new product launches
                                                                          • Figure 31: Top claims on liquid milk, flavoured milk and dairy alternative launches by number of variants, 2012-13, UK and Ireland
                                                                        • Coffee inspiring milk drink flavour innovations
                                                                          • Taking inspiration from the dessert market
                                                                            • Seasonal innovation adding alcohol for a touch of luxury
                                                                              • Repositioning milk for sports rehydration
                                                                                • Irish innovations
                                                                                • Companies and Products

                                                                                    • Arla Foods UK
                                                                                      • Key facts
                                                                                        • Product range
                                                                                          • Brand NPD
                                                                                            • Recent activity
                                                                                              • Connacht Gold
                                                                                                • Key facts
                                                                                                  • Product range
                                                                                                    • Brand NPD
                                                                                                      • Recent developments
                                                                                                        • Dale Farm Ltd.
                                                                                                          • Key facts
                                                                                                            • Product range
                                                                                                              • Brand NPD
                                                                                                                • Recent activity
                                                                                                                  • Draynes Farm
                                                                                                                    • Key facts
                                                                                                                      • Product range
                                                                                                                        • Recent activity
                                                                                                                          • Glanbia Plc.
                                                                                                                            • Key facts
                                                                                                                              • Product range
                                                                                                                                • Recent developments
                                                                                                                                  • Irish Dairy Board
                                                                                                                                    • Key facts
                                                                                                                                      • Product range
                                                                                                                                        • Brand NPD
                                                                                                                                          • Recent developments
                                                                                                                                            • Kerry Group Plc
                                                                                                                                              • Key facts
                                                                                                                                                • Product range
                                                                                                                                                  • Recent developments
                                                                                                                                                    • Strathroy Dairy
                                                                                                                                                      • Key facts
                                                                                                                                                        • Product range
                                                                                                                                                          • Recent developments
                                                                                                                                                          • The Consumer – Types of Milk Used

                                                                                                                                                            • Key points
                                                                                                                                                              • Whole milk and semi-skimmed milk consumption divides NI and RoI
                                                                                                                                                                • Figure 32: Types of milk used or served in the last three months, NI and RoI, November 2013
                                                                                                                                                              • Families choosing full-fat over semi-skimmed
                                                                                                                                                                • Figure 33: Full-fat and semi-skimmed milk used or served in the last three months, by number of children in household, NI, November 2013
                                                                                                                                                                • Figure 34: Full-fat and semi-skimmed milk used or served in the last 3 months, by number of children in household, RoI, November 2013
                                                                                                                                                              • Flavoured milks appealing to NI consumers
                                                                                                                                                                • Figure 35: Flavoured milk used or served in the last three months, by gender and age, NI and RoI, November 2013
                                                                                                                                                                • Figure 36: Flavoured milk used or served in the last three months, by number of children in household, NI and RoI, November 2013
                                                                                                                                                              • Organic milk being used by NI and ABC1 consumers
                                                                                                                                                                • Figure 37: Organic milk used or served in the past three months, by age and social class, NI and RoI
                                                                                                                                                              • NI under-25s using dairy alternatives
                                                                                                                                                                • Figure 38: Soya and other cow’s milk alternative used or served in the last three months, by gender and age, NI and RoI, November 2013
                                                                                                                                                            • The Consumer – Types of Cream Used

                                                                                                                                                              • Key points
                                                                                                                                                                • Fresh single and double cream most popular with Irish consumers
                                                                                                                                                                  • Figure 39: Types of cream used or served in the last 3 months, NI and RoI, November 2013
                                                                                                                                                                • ABC1 consumers more likely to use cream
                                                                                                                                                                  • Figure 40: Single and double cream used or served in the last three months, by social class, NI and RoI, November 2013
                                                                                                                                                                • Women and ABC consumers using crème frâiche
                                                                                                                                                                  • Figure 41: Crème frâiche used or served in the last three months, by gender and social class, NI and RoI, November 2013
                                                                                                                                                              • The Consumer – Important Factors Influencing Choice of Milk/Cream Products

                                                                                                                                                                • Key points
                                                                                                                                                                  • Low price influencing Irish consumers
                                                                                                                                                                    • Figure 42: Important qualities when buying milk and cream products, NI and RoI, November 2013
                                                                                                                                                                  • Women significantly more likely to be influenced by low fat content
                                                                                                                                                                    • Figure 43: Agreement with the statement ‘Low-fat is an important quality when buying milk and cream products’, by gender and age, NI and RoI, November 2013
                                                                                                                                                                  • RoI consumers value provenance of milk products more than NI consumers
                                                                                                                                                                    • Figure 44: Agreement with the statement ‘locally sourced is an important quality’ when buying milk and cream products, by gender and age, NI and RoI, November 2013
                                                                                                                                                                  • “Fresher for longer” important for NI consumers
                                                                                                                                                                    • Figure 45: Agreement with the statement ‘keeps fresh for longer is an important quality’ when buying milk and cream products, by age, NI and RoI, November 2013
                                                                                                                                                                  • Protein content an important factor for men under 25
                                                                                                                                                                    • Figure 46: Agreement with the statement ‘High in protein is an important quality when buying milk and cream products’, by gender and age, NI and RoI, November 2013
                                                                                                                                                                • The Consumer – Attitudes towards Milk and Cream

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Cream being favoured as a cooking ingredient
                                                                                                                                                                      • Figure 47: Agreement with statements relating to milk and cream, NI and RoI, November 2013
                                                                                                                                                                    • Price of milk affecting wider grocery shopping
                                                                                                                                                                      • Figure 48: Agreement with the statement ‘the price of milk affects where I do my grocery shopping’, by gender and social class, NI and RoI, November 2013
                                                                                                                                                                    • Women and ABC1 consumers most likely to use cream in cooking
                                                                                                                                                                      • Figure 49: Agreement with the statement ‘I use cream in my cooking’, by social class and age, NI and RoI, November 2013
                                                                                                                                                                    • Opportunities to develop milk and cream packaging
                                                                                                                                                                      • Figure 50: Agreement with the statement ‘I would like to see more cream in convenient packaging’, by age, NI and RoI, November 2013
                                                                                                                                                                    • Flavoured milk varieties for adults
                                                                                                                                                                      • Figure 51: Agreement with the statement ‘I would like to see more flavoured milk varieties suited for adults (eg coffee, hazelnut)’, by gender and age, NI and RoI, November 2013
                                                                                                                                                                    • Flavoured creams appealing to scratch cooking market
                                                                                                                                                                      • Figure 52: Agreement with the statement ‘I would like to see more flavoured cream varieties to use in cooking (eg blue cheese, onion)’, by gender and age, NI and RoI, November 2013
                                                                                                                                                                  • Appendix

                                                                                                                                                                    • NI Toluna tables
                                                                                                                                                                      • Figure 53: Types of milk used or served in the last 3 months, by demographics, NI, November 2013
                                                                                                                                                                      • Figure 54: Types of milk used or served in the last 3 months, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 55: Types of milk used or served in the last 3 months, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 56: Types of cream used or served in the last 3 months, by demographics, NI, November 2013
                                                                                                                                                                      • Figure 57: Types of cream used or served in the last 3 months, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 58: Types of cream used or served in the last 3 months, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 59: Important qualities when buying milk and cream products, by demographics, NI, November 2013
                                                                                                                                                                      • Figure 60: Important qualities when buying milk and cream products, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 61: Important qualities when buying milk and cream products, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 62: Agreement with statements relating to milk and cream, by demographics, NI, November 2013
                                                                                                                                                                      • Figure 63: Agreement with statements relating to milk and cream, by demographics, NI, November 2013 (continued)
                                                                                                                                                                      • Figure 64: Agreement with statements relating to milk and cream, by demographics, NI, November 2013 (continued)
                                                                                                                                                                    • RoI Toluna tables
                                                                                                                                                                      • Figure 65: Types of milk used or served in the last 3 months, by demographics, RoI, November 2013
                                                                                                                                                                      • Figure 66: Types of milk used or served in the last 3 months, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 67: Types of milk used or served in the last 3 months, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 68: Types of cream used or served in the last 3 months, by demographics, RoI, November 2013
                                                                                                                                                                      • Figure 69: Types of cream used or served in the last 3 months, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 70: Types of cream used or served in the last 3 months, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 71: Important qualities when buying milk and cream products, by demographics, RoI, November 2013
                                                                                                                                                                      • Figure 72: Important qualities when buying milk and cream products, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 73: Important qualities when buying milk and cream products, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 74: Agreement with statements relating to milk and cream, by demographics, RoI, November 2013
                                                                                                                                                                      • Figure 75: Agreement with statements relating to milk and cream, by demographics, RoI, November 2013 (continued)
                                                                                                                                                                      • Figure 76: Agreement with statements relating to milk and cream, by demographics, RoI, November 2013 (continued)

                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                  Milk and Cream - Ireland - November 2013

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