Consumer Research Secondary Research Assignment. Industry Overview

Transcription

1 Consumer Research Secondary Research Assignment The following research report will be discussing the Canadian milk industry, focusing on five main areas: an industry overview, competitive environment, consumer behaviour, industry marketing tactics and environmental factors. The report will also include recommendations regarding key opportunities and success factors of the milk industry. Market Size Industry Overview Fluid Milk Sales ( 000 litres) Dairy Year 1 Year Total Sales* 2012/2013 (AU-JL) 2,698, /2012 2,685, /2011 2,715, /2010 2,696, /2009 2,737, /2008 2,748,789 *Includes 3.25%, 2%, 1%, Skim, Buttermilk, Chocolate Milk & Eggnog. Does not include Newfoundland & Labrador. Figure 1: Fluid Milk Sales in Canada from : compares sales of 3.25%, 2%, 1% & skim milk Total & Retail Milk Consumption (Litres/capita) Total Retail Total Retail Total Retail Total Retail Total Retail Fluid milk sales in Canada has remained constant from , with only a slight decrease. Milk consumption (per capita) has steadily declined from ("Sales of fluid," 2013) 2 ("Consumption of dairy," 2013) 1

2 Markets There are two markets for milk in Canada. The fluid market (table milk and fresh cream) accounts for 38% of milk production or million kg of butterfat. The industrial market (manufactured products such as butter, cheese, yogurt and ice cream) accounts for the remaining 62% of production or million kg of butterfat. 3 Market Share Quota The Market Sharing Quota (MSQ) is the national milk production target for industrial milk in Canada. The target is constantly monitored and is adjusted when necessary to reflect changes in demand, as measured in terms of butterfat, during the course of the year. 4 MSQ growth has also been slow; current levels of MSQ are about 180 million kg of butterfat, up from about 161 million kg in the late 1990 s. 5 Distribution of the Industrial & Fluid Milk Quota by Province 6 ON 32.5% QC 37.9% MB 4.1% SK 2.9% AB 8.4% BC 8.4% NL 0.6% NB 1.7% NS 2.2% PE 1.3% Price Trends Consumer prices for fresh milk in Canada have shown an overall increase from Industrial prices for fluid milk products have shown an overall increase from Sales Trends - See Figure 1 in Market Size 3 ("The industry: quick facts," 2012) 4 ("National market sharing," 2013) 5 ("National market sharing," 2013) 6 ("National market sharing," 2013) 7 ("Prices and expenditures," 2013) 2

3 Consumer Price Indexes For Canada Product Index % ± Index % ± Index % ± Index % ± Index % ± Fresh Milk % % % % % Average Retail Prices, $ 9 Unit Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013 Homo Milk 1 L Skimmed Milk 1 L Industrial Product Price Indexes for Canada Product Index % ± Index % ± Index % ± Index % ± Index % ± Fluid Milk % % % % % Whole Fluid % % % % % Skim Fluid % % % % % Product Trends In 2012, retail sales of drinking milk products are set to record 4% current value growth, reaching C$4.0 billion; up from C$3.8 billion in Although per capita consumption of milk in Canada remains generally in decline, retail sales of drinking milk products saw gradual recovery over the last few years. For example, the ongoing media buzz surrounding the nutritional benefits of chocolate milk continued to play a role in consumer demand for flavoured milk. In addition, ongoing product development, including goat milk as well as soy and rice/nut-based milk, placed upwards pressure on value sales during the review period. 11 Flavored milk, the second most widely consumed liquid dairy product after white milk, is forecast to increase globally by a compound annual rate of 4.1% between 2012 and 2015, rising from 17.0 billion litres to 19.2 billion litres. 12 Overall demand for milk is expected to slow down over the next five years, as per capita consumption of milk continues to fall across the country. Canada s ageing population, coupled with the growing immigrant population from regionals like Asia Pacific, which is largely not accustomed to drinking cow s milk, is likely to reduce the overall level of per capita consumption of cow s milk. Categories in which more product development and marketing are anticipated are those which still account for a small share of sales, such as flavoured milk drinks and soy or rice/nut/grain-based milk, and thus are considered niche categories.13 8 ("Prices and expenditures," 2013) 9 ("Food and other," 2013) 10 ("Prices and expenditures," 2013) 11 (Euromonitor International, 2012) 12 ("Consumer trends: flavored milk," 2013) 13 ("Drinking milk products," 2012) 3

4 Distribution Channels Distribution to consumers occurs through a network of just over 30,000 retail food stores and more than 114,000 food service industry outlets. These food service industry outlets include the activities of licensed and unlicensed restaurants, accommodation, leisure industry and institutional food service operations, as well as distribution channels provided by vending, department store, and other retail food service industry outlets. 14 Employees Number of Employees in the Canadian Dairy Product Manufacturing Sector 15 Year Total* , , ,615 *BC, ON, QC, NS Nature of Competition Competitive Environment The Canadian Dairy industry is regulated which makes it difficult for non-domestic companies to enter the market. There are a select number of brands that dominate the milk production market; the market is in an oligopoly. Many milk distributing brands share the same parent company. Parmalat Canada owns Beatrice, Lactantia and milk products under the Parmalat name 16. Neilson, Dairyland and Nutrilait are owned by Saputo Inc. 17 Sealtest, Quebon and Natrel are owned by Agropur 18. Comparison of Current Brands Parent Company Parmalat Canada Saputo Inc. Agropur Cooperative Sub Brands Beatrice, Lactantia, Parmalat Neilson, Dairyland, Nutrilait Sealtest, Quebon, Natrel 14 ("The Canadian dairy," 2005) 15 ("Employment of dairy," 2013) 16 (Parmalat Canada, 2012) 17 (Saputo Inc., 2013) 18 (Agropur, 2013) 4

5 Canadian Males and Females Ages 12+ Milk Brands Total Market Penetration 19 (%) Beatrice 21.5 Dairyland 25.3 Lactantia 13.4 Natrel 11.6 Neilson 18.8 Nutrilait 1.6 Parmalat 6.2 Quebon 11.9 Sealtest 12.1 Other 17.4 Not Stated 61.6 Market Penetration for Brands in the Milk Sector 20 Full Analysis of key competitors: In the Canadian dairy market, there are currently three main competitors; Parmalat Canada, Saputo Inc. and Agropur. Parmalat 21 Parmalat s 2013 value market share for milk is 17.2%, a decrease from the 19.1% in Remained at a third place ranking in the milk market. In the first half of 2013, the advertising and promotions costs were $60.45 million, compared to the 19 (Print Measurement Bureau, 2013) 20 (Print Measurement Bureau, 2013) 21 (Parmalat Canada, 2013, p.17) 5

6 $54.08 million costs of the first half of Brands Primary Demographics (%) 22 Notes Beatrice Empty Nesters: 11% likely to Mission statement stresses Adult with children living at its use of Canadian farm milk home: 6% more likely to Emphasizes wholesome appeal to Canadian families Strategy is to present itself as a brand that is custommade to fit the needs of Lactantia Adults living at home: 13% more likely to Adult sharing accommodation: 7% more likely to Empty Nesters: 6% more likely to Parmalat Adult with children living at home: 22% more likely to families Households without children more likely to brand Targets its consumers by portraying itself as an experienced and traditional brand Saputo, Inc. 23 Focus on building brand awareness through the use of social media, in-store promotions and public relations campaigns. Saputo, Inc. is the largest dairy processor in Canada. The lead in drinking milk sales, with a 41% value share 24 In the CEA Sector (Canada, Europe and Argentina) 56% of total revenues As of March 31, 2013: o Net debt is %1,687.0 million o Shareholders equity is $2,305.7 million Brands Primary Demographics (%) 25 Notes Neilson Couple with children living at home: 18% more likely to Dairyland Adult with children living at home: 11% more likely to Couple with children living at Brand has a strong family focus Uses emotional elements in advertising to appeal to target market Targeted towards household with children 22 (Print Measurement Bureau, 2013) 23 (Saputo Inc., 2012, p.26) 24 (Euromonitor International, 2012) 25 (Print Measurement Bureau, 2013) 6

7 home: 7% more likely to Nutrilait Adult with children living at home: 70% more likely to Adult sharing accommodation:31% more likely to Markets itself as a high quality brand serves fresh and nutritious milk Available on the market for more than 100 years Website only available in French appeals to consumers from Quebec Agropur 26 o Generates $3.8 million sales across Canada o Net earnings of $39.3 million o Second position regarding value shares, with a 26 % share 27 Brands Primary Demographics (%) 28 Notes Sealtest Adult with children living at home: 21% more likely to Empty Nesters: 9% more likely to Quebon Adult sharing accommodation: 19% more likely to Adult with children living at home: 16% more likely to Natrel Couple with no children living at home: 10% more likely to Adult living at home: 2% more likely to Been on the market for over 60 years Only available in Quebec Attractive to Quebecois consumers as it is an exclusive brand only available to them Households without children are more likely to milk from this brand Describes itself as a brand that produces milk to fit the different lifestyles of its consumers Sales are up $45.2 million 29 Relevant Partnerships/Alliances/Distributors Brands Donation Organization(s) Parmalat 30 As of 2011: Clean Water Program 26 (Agropur, 2012) 27 (Euromonitor International, 2012) 28 (Print Measurement Bureau, 2013) 29 (Agropur, 2012, p.38) 7

8 Saputo Inc. 31 Donated a total of $280,000 Helped fund 100 landowner water quality projects Promotes good eating habits (partnered with Breakfast Clubs of Canada) Monetary and Product Donations Elementary Schools Food Banks across Canada, America and Argentina Agropur 32 Food Club des petits déjeuners du Québec Breakfast Clubs of Canada Foundation OLO Other food groups across Canada Funding Scholarships Educational Institutions Programs LOVE Foundation with Québon Through Natrel, financial donations Literacy Foundation Recent News Saputo Inc. will join competitors that include Parmalat in dominating Australia s dairy industry with a bid of $378 million for Warrnambool Cheese and Butter Factory Company Holdings Ltd. 33 Saputo Inc. also d Morningstar Foods, LLC. in the United States. 34 Consumer Behaviour Most popular brands d: - Dairyland - Neilson - Beatrice Environmental Factors Dairy milk consumption has been declining in recent years with people switching from higher fat milks to skim milks and milk with lower fat content. Milk products like cream, ice cream and yogurt meanwhile appear to be on the rise (South Nation Conservation Authority, 2011) 31 (Saputo Inc., 2010, p.16) 32 (Agropur, 2012, P. 22) 33 (Bertrand, The Globe and Mail, 2013) 34 (Saputo Inc., 2013, p.12) 8

9 This suggests that consumers are looking to alternatives for their milk rather than fluid. Since 2007 there has been a clear decline in milk consumption in North America as detailed by the Government of Canada. In Canada in 2007 total milk consumption in litres per capita was 83.1 and in 2011 it was In the US in 2007 total milk consumption per capita was 80.3 and in 2011 it was Consumers have demonstrated a degree of brand loyalty with most consumers choosing to milk from big name brands knowing that they are dependable and will be the same quality each time. With recent shifts in dietary trends we have seen the introduction of new products and a rise in adoption of these products. These included flavoured milks, soy milks, lactose free milks and fine filtered milks. There has also been a shift to milk with lower fat content as people as more mindful of fat intake. 37 Ideal Consumer Males and females are equally likely to milk and there is an even distribution amongst age (each age is equally likely to consumer milk) although people under the age of 25 seem to be slightly more likely to and consumer milk. People are using milk not only to drink but for other purposes as well. 73.9% of consumers are using milk in cereal 52.3% use it for cooking/baking 67% use it for drinking 56.4% use it in tea or coffee Figure 2: Global milk consumption - North America is among the world leaders for milk consumption. 35 ("Consumption of dairy," 2013) 36 ("Consumption of dairy," 2013) 37 (Print Measurement Bureau, 2013) 9

10 Marketing Tactics Products Milk types Currently there are various types of milk on the market, but the most common form of milk is that produced from cows. The different variants of cow s milk including the following 38 : Skim milk 1%, 2%, 3.25% milk Homogenized milk Chocolate & Strawberry Milk But for individuals who are lactose and intolerant and miss the wholesome goodness of milk, alternatives have been made available including the following 39 : Lactose free milk Soy milk Almond milk Rice milk Milk packaging Dairy milk products come in a variety of different packages; the two most common in North America are plastic bags, and paper cartons. The sizes of products are standardized across the market, and are as follows: 125ml (carton children sized) 500ml (carton) 1 litre (carton & plastic bag) 2 litre (carton) 3 litre (plastic jug) 4 litre (plastic jug) Promotional Tactics Milk advertisements have been around for years but the most Iconic and recognizable milk advertisement would be the Got Milk? campaign; which has been running successfully for the past 20 years. The very basis of this campaign is to stress the importance of milk consumption, these advertisements made use of celebrity endorsements to appeal to a younger demographic. These advertisements also educated the audience of the benefits of milk, while highlighting some of the following 40 : 38 (Got Milk? Campaign, 2012) 39 (Got Milk? Campaign, 2012) 10

11 High source of calcium Vitamin A Vitamin D Magnesium Potassium Milk advertisements today are still making use of the same tactics; they aren t primarily relying on celebrity endorsements but instead are aimed at educating its consumers about the benefits of milk. Seeing as our society has become obsessed with fitness and healthy living, the recharge with milk campaign has had much success with creating awareness for its consumers. These advertisements like its predecessors are aimed at educating consumers about the benefits of milk, and how after a workout it s the perfect drink for the body because of its high nutritional contents. The graph below (figure 4) is outlining individuals talking about the recharge with milk campaign, in one way or another on a social media platform 41. It is clear to see that the second wave of advertisements launched right before back to school was successful as it generated a lot of conversation. Figure 4: Recharge with Milk campaign social media stats, September 15 present The graph below (figure 5) has outlined the amount of Facebook fans of the recharge with milk campaign 42, and it is clear to see how many individuals believe in the benefits of milk after some sort of physical activity. 40 (Nutrition facts, 2013) 41 (Recharge with milk, 2013) 42 (Recharge with milk, 2013) 11

12 Figure 5: Recharge with Milk campaign social media stats September 15 present Competing in the market Any individuals competing for market share within the milk industry must reinvent the need for milk in a consumer s day. They must provide some sort of desire for an individual to start drinking milk again. Before it was appealing to success, by having celebrities give testimonials of how it fits into their day. Currently it is the appealing to the active members of society by providing all of the nutritional benefits of milk. For a company to effectively market a milk product in today s market they must make use of various tactics, this would include: strategic partnerships, social media presences, events and some mascot or spokesperson to put the brand on top. The strategic partnerships and social media presence will create awareness, where the event will likely stimulate trial for its consumers and finally the mascot or spokesperson will build and maintain the reputation of the brand. Environmental Factors Environmental Factors Economic Conditions Factors Affecting Milk Consumption The milk industry is very sustainable but there are several economic shifts that may affect the industry: - Changes in feed prices If there is a drastic increase in feed prices we may see that farmers cut back their herds. - Changes in milk prices Milk is more expensive 12

13 than juice and water so depending on the economy people may not be inclined to buy it - Problems in the farming community (such as drought and disease) As with any industry relating to farming, environmental factors such as these can have an impact on product quality and availability. Political/Legal Factors Social Trends - Raw milk - Social trends play a significant role in milk consumption, especially in terms of health trends. As a result we have seen the current social trends reflecting on milk consumption. Some social trends that affect milk consumption include: - Vegan diets. Vegans do not eat food that came from an animal they are unlikely to dairy milk and will more likely opt for organic milk alternatives. - An increase in milk allergies. - A preference for raw milk as opposed to pasteurized milk sold in grocery stores. Raw milk sales are more difficult to track and as a result will impact sales and consumer trends. - More alternatives available (flavoured, almond, soy, rice, coconut etc.). Most of these alternative milks have a lower fat content than regular milk and are now widely available. Low-fat flavored milk showed an increase of 14 percent in 2007 and accounts for almost 42 percent of all flavored milk sales through supermarkets Developing widespread belief that milk is not 43 (Milk Sales and Consumption Summary, 2012) 13

14 healthy for humans to consume - little to no benefit for bones, increase risk of high cholesterol and cancer and presence of contaminants. 44 Recommendations Key Opportunities According to the three major milk producing companies (Parmalat Canada, Saputo Inc. and Agropur), milk consumption has decreased in Canada. However with innovative marketing strategies and media attention, consumer demand for milk may increase which would increase growth. To continually grow within this market, companies must reinvent the need for consumers to consume milk on a daily basis. Currently, the focus is on the nutritional benefits of milk, and more specifically what milk offers, versus other beverages the do not have such nutritional values. The next wave of campaigns should continue on the trend, but dive in deeper by focusing in on how it benefits consumers. One campaign may focus on for calcium, and how it helps teeth and bones. Another can be for vitamin A, and how it benefits eyes and immune systems. Another can focus on the benefits of vitamin D and how it helps your skin. Market Penetration: To really focus in and penetrate the market, the advertisements must be specifically targeted towards a particular demographic. For instance, if a company were to implement the ideas above, it could be done in stages. For example, the first step would present a parent giving their children milk to support their teeth and bones, eyes etc. The next step would show the same children grown up, this time giving it to their children and parents as part of a healthy diet, explaining the key benefits of milk. Gaps: The current market advertisements haven t been targeted as much as they could be, as it simply focuses on one aspect opposed to the full spectrum. Success Factors Milk has been successful with strategic partnerships with the companies like 100% Canadian milk. If a company meets its standards, they are branded with the logo and are considered a part of the family. 44 (Health Concerns, 2013) 14

15 Within this portfolio of companies, the companies that stand out most are Gay Lea, Nestle Canada, Farmers and Carnation just to name a few 45. The three major companies in the consumer sector of milk are successful for specific reasons: 1. Parmalat: The increase of consumer debt decreases milk consumption. Therefore Parmalat used the yoghurt and cheese segments of the dairy market to maintain its third-place ranking amongst competitors Saputo: Have looked to develop new markets through acquisitions. Such acquisitions allows the company to expand is presence among the global dairy markets. 3. Agropur: Agropur has a selection of widely-recognized and well-respected branded products. Such products are presented among the many sections of the Canadian dairy market. Agropur focuses on maintaining consumer trust rather than earning it as this trust is already established. It has been publicly rewarded for its quality; in 2012 Agropur received GFSI (Global Food Safety Initiative) (Dairygoodness, 2013) 46 (Parmalat, 2013, p. 17) 47 (Agropur, 2012, p.6) 15