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Cultured Dairy - Canada - June 2018

Cultured dairy products are a mainstay for Canadians, with yogurt proving to be the most popular. From a broad perspective, there has been an evolution around yogurt and cultured dairy. Over the past decade, the categories that fall within the cultured dairy space have leveraged health claims and the continued rise of snacking. While health claims remain a key area of opportunity, companies are focusing on taste and texture, positioning products as offering simple and natural ingredients. Not everyone has the same demands of the dairy they eat. Younger and older consumers hold different priorities when it comes to health claims and new Canadians, particularly those from South Asia, also use cultured dairy differently. Given Canada’s aging population, the growing importance of the iGeneration and continued importance of Millennials and Canada’s changing demographic composition, understanding the differences and similarities between different segments can help companies hone messages that resonate.

This report examines the following issues:

  • Yogurt consumption flat to declining in 2017
  • Younger consumers looking to limit their dairy intake
  • Canadian immigration trend may lead to shift in dairy consumption habits

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Yogurt consumption flat to declining in 2017
            • Figure 1: Canadian retail value sales for yogurt, 2012-17
          • Younger consumers looking to limit their dairy intake
            • Figure 2: “I try and limit my dairy consumption” (% agree), women vs overall, March 2018
          • Canadian immigration trend may lead to shift in dairy consumption habits
            • Figure 3: Yogurt retail market volume consumption per capita by country, 2016
          • The opportunities
            • South Asians more likely to use creamy, drinkable dairy
              • Figure 4: Types of dairy products tried (select), South Asians* vs overall, March 2018
            • Protein remains central for younger consumers
              • Figure 5: Protein more important versus previous years, by age, March 2018
            • Boomers/seniors take a more practical approach to health
              • Figure 6: Considerations that are more important versus previous years (select), by age, March 2018
            • Parents are most interested in trying new dairy products
              • Figure 7: Interested in new types of dairy products (% agree), by parental status, March 2018
            • What it means
            • The Market – What You Need to Know

              • Yogurt category stagnant following consecutive years of growth
                • Immigration fuelling Canada’s population growth
                  • Canada’s population is aging
                  • Market Perspective

                    • Expansion in Canadian dairy sector
                      • Yogurt category stagnant following consecutive years of growth
                        • Figure 8: Canadian retail value sales for yogurt, 2012-17
                        • Figure 9: Canadian retail value sales for yogurt, by type, 2016-17
                        • Figure 10: Canadian retail market share by company based on value sales for yogurt, 2016-17
                        • Figure 11: Canadian retail market share by company based on volume sales for yogurt, 2016-17
                    • Market Factors

                      • Canadians are more time-pressed
                        • Immigration fuelling Canada’s population growth
                          • Figure 12: Top 10 countries of birth of recent immigrants, 2011-16
                        • Canada’s population is aging
                          • Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Key Players – What You Need to Know

                        • Dairy companies must adapt to Canada’s changing population
                          • Younger Canadians represent an opportunity for plant-based options
                            • Texture to offer greater pleasure
                            • What’s Working?

                              • Dairy evolves to changing eating habits
                                • Figure 14: Stonyfield Organic Pear – Spinach – Mango Whole Milk, April 2017 (US)
                                • Figure 15: Maple Hill Creamery Drinkable Orange Crème, March 2017 (US)
                              • Back to the future
                                • Figure 16: Chobani Smooth Low-Fat Classic Yogurt, August 2017 (US)
                                • Figure 17: Oui by Yoplait Blackberry French Style Yogurt, March 2018 (US)
                                • Figure 18: Yoplait Raspberry, Blueberry, Strawberry and Peach Whole Milk Yogurt Assortment, March 2017 (Canada)
                            • Challenges

                              • Dairy companies must adapt to Canada’s changing population
                                • Figure 19: Yogurt retail market volume consumption per capita, by country, 2016
                                • Figure 20: Types of dairy products tried (select), South Asians* vs overall, March 2018
                            • What’s Next?

                              • Younger Canadians represent an opportunity for plant-based options
                                  • Figure 21: Kite Hill Plain Unsweetened Artisan Almond Milk Greek-style Yogurt, January 2018 (US)
                                  • Figure 22: Silk Plant Power Plain Cultured Coconut Yogurt, January 2017 (Canada)
                                  • Figure 23: EVR Foods Original Plant-Based Yogurt with Pili Nut, January 2018 (US)
                                  • Figure 24: Raw Pressery Turmeric Almond Milk, January 2018 (US)
                                • Texture to offer greater pleasure
                                  • Figure 25: Chobani Original Plain Whole Milk Yogurt, March 2018 (US)
                                  • Figure 26: Almond Bliss Sweet & Creamy Almond Beverage, October 2017 (Canada)
                                  • Figure 27: Siggi’s Raspberry Triple Cream Icelandic-Styled Strained Yogurt, March 2017 (USA)
                                  • Figure 28: Siggi’s Vanilla Triple Cream Icelandic-Styled Strained Yogurt, March 2017 (USA)
                                  • Figure 29: Kronfli Brothers Labni Lavender + Honey Kefir Yogurt Snack, April 2016 (USA)
                                  • Figure 30: Noosa Mates Maple Ginger Yogurt & Crunchies, July 2017 (USA)
                                  • Figure 31: Danone Activia Plain Probiotic Yogurt with Oats, Almonds & Dried Blueberries, March 2018 (Canada)
                                  • Figure 32: Danone Activia Peach-Mango Probiotic Yogurt, April 2018 (Canada)
                                  • Figure 33: Arla Protein Cottage Cheese with Red Cranberries, Figs and Almonds, March 2018 (Spain)
                                  • Figure 34: Tine 14 Cottage Cheese & Yogurt and Granola with Apple and Cinnamon, April 2018 (Norway)
                                  • Figure 35: Live Well Fat Free Smooth Cottage Cheese Plain, October 2017 (South Africa)
                              • The Consumer – What You Need to Know

                                • Most consumers don’t distinguish between cultured and pasteurized dairy
                                  • Protein and calcium are becoming more important
                                    • Provenance matters to Canadians
                                      • “Practical” concerns are more important to older consumers
                                        • Parents are placing greater importance on all-natural claims
                                        • Innovation in Dairy

                                          • Most consumers don’t distinguish between cultured and pasteurized dairy
                                              • Figure 36: Importance of locally sourced dairy when selecting dairy products, by age, March 2018
                                            • Parents are most interested in trying new dairy products
                                              • Figure 37: Interested in new types of dairy products (% agree), by parental status, March 2018
                                              • Figure 38: The Collective Great Dairy for Kids Suckies Banana Fresh Whole Milk Yogurt, August 2017 (UK)
                                              • Figure 39: Dannon Danimals Strawberry Explosion & Back to School Mixed Berry Flavored Drinking Yogurt, August 2017 (UK)
                                              • Figure 40: Sassy Lassi Kids Organic Strawberry Flavored Yogurt Drink, August 2017 (US)
                                              • Figure 41: Yoplait Go-Gurt Strawberry Splash and Cool Cotton Candy Low Fat Yogurt, November 2017 (US)
                                              • Figure 42: Lifeway Organic ProBugs Goo-Berry Pie Whole Milk Kefir Cultured Milk Smoothie, November 2017 (US)
                                              • Figure 43: Organics Happy Baby Organic Yogis Strawberry Freeze-Dried Yogurt & Fruit Snacks, August 2016 (US)
                                            • Calcium remains a central reason for consuming dairy
                                              • Figure 44: Reasons for using dairy products, March 2018
                                              • Figure 45: Calcium as a reason for using dairy product, by age, March 2018
                                              • Figure 46: Help prevent osteoporosis, October 2016
                                            • Younger consumers look to limit their dairy intake
                                              • Figure 47: Interested in dairy alternatives and limiting consumption of dairy (% agree), by age, March 2018
                                            • Dips continue to be a way to infuse flavour
                                              • Figure 48: Schneider’s Bacon Horseradish Dip, January 2018 (US)
                                              • Figure 49: Schneider’s Buffalo Zip Dip, January 2018 (US)
                                              • Figure 50: Bolthouse Farms Blue Cheese Yogurt Dressing, May 2017 (Canada)
                                              • Figure 51: Bolthouse Farms Avocado Ranch Yogurt Dressing, May 2017 (Canada)
                                              • Figure 52: Kraft Indulgence Creamy Blue Cheese, May 2017 (Canada)
                                          • General Nutritional Considerations

                                            • Protein and calcium are becoming more important
                                              • Figure 53: Considerations that are more or less important versus previous years, March 2018
                                            • “Practical” concerns are more important to older consumers
                                              • Figure 54: Considerations that are more important versus previous years (select), by age, March 2018
                                              • Figure 55: Considerations that are more important versus previous years (select), men vs women over-55, March 2018
                                            • Protein’s importance peaks among younger adults
                                              • Figure 56: Considerations that are more important versus previous years (select), by age, March 2018
                                              • Figure 57: Percent of spoonable yogurt, drinking yogurt & liquid cultured milk with a protein/high protein claim, North America, 2010-18
                                              • Figure 58: Mein Q Plain Protein Fitness Base, March 2018 (Germany)
                                              • Figure 59: Dannon Oikos Coconut Yogurt with Wholegrain Oats & Almonds Blended Greek Yogurt, March 2018 (US)
                                              • Figure 60: Iögo Proteine Vanilla Greek Yogurt, February 2017 (Canada)
                                              • Figure 61: B'more Organic Banana Protein Smoothie, April 2018 (US)
                                            • Parents place greater importance on all-natural claims
                                              • Figure 62: Considerations that are more important versus previous years (select), by parental status, March 2018
                                              • Figure 63: Considerations that are more important versus previous years, mothers vs fathers, March 2018
                                            • Women are more likely to place greater importance on claims
                                              • Figure 64: Considerations that are more important versus previous years, by gender, March 2018
                                          • Dairy-specific Choice Factors

                                            • Provenance matters to Canadians
                                              • Figure 65: Claims that are important when selecting dairy products, March 2018
                                              • Figure 66: Agropur pride, February 2017
                                            • On-the-go’s importance as a claim is limited
                                              • Figure 67: Importance of the “on-the-go” claim, by age, March 2018
                                            • Health-related claims’ importance rise with age
                                              • Figure 68: Importance of health-related considerations, by age group, March 2018
                                            • Texture is key to dairy’s appeal
                                              • Figure 69: Importance of “whole ingredients” and “creamy” when selecting dairy products, by age & gender, March 2018
                                              • Figure 70: Importance of “creamy” and “smooth” when selecting dairy products, South Asians* vs overall population, March 2018
                                          • Cultured Dairy Usage

                                            • Yogurt is the most widely used cultured dairy category
                                              • Figure 71: Dairy product usage, interest in using and not used, March 2018
                                            • Age impacts stated usage
                                              • Figure 72: Canadians that have tried select dairy products, by age, March 2018
                                              • Figure 73: Good Culture Classic Cottage Cheese, January 2018 (US)
                                            • Opportunity to expand usage among young men
                                              • Figure 74: Interest in trying select dairy products, men 18-34 vs overall, March 2018
                                              • Figure 75: Bakoma Pro Men High Protein Yogurt with Pears, October 2016 (France)
                                              • Figure 76: Bakoma Raspberry Flavoured High Protein Cream Cheese, December 2016 (Poland)
                                              • Figure 77: Dove Men+Care Hydration Balance Body + Face Wash, January 2018 (Canada)
                                              • Figure 78: Neutrogena Men Face Wash, March 2018 (Canada)
                                            • Opportunity to expand usage among Quebec consumers
                                              • Figure 79: Dairy products have not tried but interested in trying, Quebec vs overall, March 2018
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Consumer survey data
                                                • Consumer qualitative research
                                                  • Abbreviations and terms
                                                    • Abbreviations

                                                    Cultured Dairy - Canada - June 2018

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