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SUMMARY
Flavored dairy beverages, and flavored beverages made with soymilk or otherdairy alternatives, are breathing new life into the previously flat U.S. dairyindustry. Changes and innovations in distribution channels, packaging, productformulation, marketing, advertising, and consumer tastes and perceptions areconverging to create a growing, complex and competitive marketplace. This reportfrom Packaged Facts updates and expands on our 2002 study addressing thisdynamic category, and provides current, up-to-the-minute analysis of trends,influences, new products and mergers and acquisitions among industry leaders.The inclusion of flavored dairy alternative beverages is new to this report,reflecting growing consumer interest in these products. This report examines the U.S. flavored milk and flavored dairy beveragemarket and equivalent products made with dairy alternatives. While the dataprimarily reflects supermarket sales, the report will also analyze currentopportunities in other distribution channels, including school vending machinesand other foodservice outlets, convenience stores, drugstores, and massmerchandisers. The report reviews successes and obstacles in marketing,advertising and promotional efforts as the dairy industry reaches for newdemographic segments and explores the use of contemporary technologies such asthe Internet as promotional devices. Report Methodology The information in The U.S. Market for Flavored Dairy and Dairy AlternativeBeverages is based on both primary and secondary research. Primary researchinvolved on-site examination of the retail milieu, interviews with marketing,public relations and industry analysts within the beverage market andconsultants to the industry. Secondary research entailed data-gathering fromrelevant trade, business, and government sources, including company literature.Packaged Facts has derived mass merchandiser sales figures from InformationResources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on nationalconsumer advertising expenditures are based primarily on data compiled by CMR/TNSMedia Intelligence U.S., the leading provider of strategic advertising andmarketing communications intelligence. The analysis of consumer demographicsderives from Simmons Market Research Bureau survey data for fall 2003. Newproduct information is gathered via literature research, personal interviews anddata compiled by ProductScan, a service of Marketing Intelligence Service Ltd. The report looks at every segment of the dairy beverage market, examiningtrends for growth and projecting sales of products through 2008. It analyzesconsumer demographics and their current and projected impact on sales offlavored dairy and dairy alternative beverages. It provides up-to-datecompetitive profiles of marketers of dairy beverage products - including a lookat smaller, up-and-coming companies - and discusses the influence of demographictrends as a driver of retail trends. The report also spotlights new products andcurrent distribution trends, and offers readers trends and marketingopportunities within the food/beverage industry. What You\'ll Get in this Report The U.S. Market for Flavored Dairy and Alternative Dairy Beverages makesimportant predictions and recommendations regarding the future of this market,and pinpoints ways current and prospective marketers can capitalize on currenttrends and spearhead new ones. No other market research report provides both thecomprehensive analysis and extensive data that The U.S. Market for FlavoredDairy and Alternative Dairy Beverages offers. The report addresses the followingsegments: - The Market (including market size and composition, and projected marketgrowth)
- The Marketers( (including discussions of specific marketer brand andmarket shares)
- Competitive Profiles (of the mainstream marketers, specialists andup-and-coming niche players, and analyses of the products they market)
- Distribution Strategies (including retail, foodservice and c-stores)
- The Consumer (who\'s buying what, and where)
- The Products
- Trends and Opportunities
Plus, you\'ll benefit from extensive data, presented in easy-to-read andpractical charts, tables and graphs. How You Will Benefit from this Report If your company is already competing in the flavored dairy/alternative dairybeverage market, or is considering making the leap, you will find this reportinvaluable, as it provides a comprehensive package of information and insightnot offered in any other single source. You will gain a thorough understandingof the current market for flavored dairy/dairy alternative beverages, as well asprojected sales and trends through 2008. Contributing to that understanding willbe a complete analysis of sales data from IRI and other published and tradesources, a detailed discussion of the consumer for flavored dairy beveragesbased on Simmons data. This report will help: - Marketing Managers identify market opportunities and develop targetedpromotion plans for flavored dairy/alternative dairy drinks.
- Research and development professionals stay on top of competitorinitiatives and explore demand for dairy beverages.
- Advertising agencies working with clients in the beverage industryunderstand the product buyer to develop messages and images that compelconsumers to purchase these products.
- Business development executives understand the dynamics of the market andidentify possible partnerships.
- Information and research center librarians provide market researchers,brand and product managers and other colleagues with the vital informationthey need to do their jobs more effectively.
TABLE OF CONTENTS
Chapter 1: Executive Summary Chapter 2: The Products - Market Segments
- Flavored milk drinks
- Flavored milk drinks/carbonated
- Flavored milk/coffee drinks or caffeine added
- Flavored dairy alternatives (soy)
- Flavored dairy alternatives (rice, almond, etc)
- Smoothies and shakes
- Drinkable Yogurt
- Flavorings (to mix with milk)
- Variables/Value-added characteristics
- Fat content (reduced fat, fat-free, whole)
- Fortification (added calcium, other nutrients)
- Low carbohydrate formulations
- Certified organic products (with brief discussion of other eco-labelsentering the marketplace)
- Lactose-free
- Delivery/Packaging
- Single-serve/grab-n-go
- Multi-pack of single-serve
- Vending machine products
- Refrigerated vs. shelf-stable
Chapter 3: Size and Growth of Market - 1998-2003 Sales
- Market share by product category
- Projected growth
- New life for Dairy Category
- Milk consumption growing among some age groups after decline
Chapter 4 Market Drivers/Factors Affecting Market Growth - Packaging Innovations
- Single-serve drinks
- Multi-package single-serve
- Innovations in packaging materials to allow for longer shelf life, shelfstability
- Updated, "hip" packaging design
- Flavor and Product Innovations
- Carbonated flavored dairy
- Caffeinated flavored dairy/coffee drinks
- Revolving flavors for variety and marketing
- Extended Shelf Life to facilitate distribution, variety
- Marketing Innovations
- Product development targeting diverse age and ethnic groups (kids, teens,adults, seniors, Hispanic, other ethnic, esp. lactose intolerant groups)
- Alternative marketing strategies (use of Internet, launches in schoolsonly to market directly to kids, teens)
- Concerted effort to portray milk as hip, cool, trendy as well as healthful
- Review of advertising spending/trends
Chapter 5: Consumer Trends - Concerns About Childhood Obesity
- Dairy drinks replace sodas
- Schools eliminate soda machines
- Calcium-related health issues
- Osteoporosis in adult women
- Dairy and weight loss
- Need for both convenience and nutrition
- Health trends - interest in organic, dairy alternatives
- Growing diversity of population - lactose intolerance a factor in dairyalternatives
- High-protein or low-carbohydrate diets
Chapter 6: The Marketers - Mergers and consolidations in dairy
- Leaders in the conventional dairy industry
- Leaders in organic dairy
- Leaders in dairy alternatives
- Soda companies add dairy to become "full beverage companies"
- Small innovators
Chapter 7: Distribution and Retail - Retail distribution methods
- Shifts in national vs. regional distribution for dairy
- Schools and foodservice
- Vending machines
- Single-serve suits convenience store shoppers
- Breakdown of sales in outlets
Chapter 8: Conclusion; Future of Flavored Dairy - Market Barriers or Issues to Watch
- Criticism from nutritional experts of formulations with high fat, sugarcontent
- Competition for store space, brand recognition and consumer loyalty
- Any supply-side issues?
- Wrap-up; thoughts on the future of the market from industry leaders
- Product Profiles
- Company Profiles
- Resources
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