Table of Contents
Executive Summary
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- The issues
- Yogurt consumption flat to declining in 2017
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- Figure 1: Canadian retail value sales for yogurt, 2012-17
- Younger consumers looking to limit their dairy intake
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- 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
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- Figure 3: Yogurt retail market volume consumption per capita by country, 2016
- The opportunities
- South Asians more likely to use creamy, drinkable dairy
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- Figure 4: Types of dairy products tried (select), South Asians* vs overall, March 2018
- Protein remains central for younger consumers
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- Figure 5: Protein more important versus previous years, by age, March 2018
- Boomers/seniors take a more practical approach to health
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- Figure 6: Considerations that are more important versus previous years (select), by age, March 2018
- Parents are most interested in trying new dairy products
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- 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
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- Yogurt category stagnant following consecutive years of growth
- Immigration fuelling Canada’s population growth
- Canada’s population is aging
Market Perspective
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- Expansion in Canadian dairy sector
- Yogurt category stagnant following consecutive years of growth
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- Figure 8: Canadian retail value sales for yogurt, 2012-17
- Figure 9: Canadian retail value sales for yogurt, by type, 2016-17
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- 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
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- Canadians are more time-pressed
- Immigration fuelling Canada’s population growth
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- Figure 12: Top 10 countries of birth of recent immigrants, 2011-16
- Canada’s population is aging
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- Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Key Players – What You Need to Know
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- 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?
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- Dairy evolves to changing eating habits
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- 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
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- Figure 16: Chobani Smooth Low-Fat Classic Yogurt, August 2017 (US)
- Figure 17: Oui by Yoplait Blackberry French Style Yogurt, March 2018 (US)
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- Figure 18: Yoplait Raspberry, Blueberry, Strawberry and Peach Whole Milk Yogurt Assortment, March 2017 (Canada)
Challenges
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- Dairy companies must adapt to Canada’s changing population
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- Figure 19: Yogurt retail market volume consumption per capita, by country, 2016
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- Figure 20: Types of dairy products tried (select), South Asians* vs overall, March 2018
What’s Next?
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- Younger Canadians represent an opportunity for plant-based options
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- 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)
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- 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
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- Figure 25: Chobani Original Plain Whole Milk Yogurt, March 2018 (US)
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- 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)
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- Figure 29: Kronfli Brothers Labni Lavender + Honey Kefir Yogurt Snack, April 2016 (USA)
- Figure 30: Noosa Mates Maple Ginger Yogurt & Crunchies, July 2017 (USA)
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- 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)
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- 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)
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- Figure 35: Live Well Fat Free Smooth Cottage Cheese Plain, October 2017 (South Africa)
The Consumer – What You Need to Know
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- 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
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- Most consumers don’t distinguish between cultured and pasteurized dairy
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- Figure 36: Importance of locally sourced dairy when selecting dairy products, by age, March 2018
- Parents are most interested in trying new dairy products
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- Figure 37: Interested in new types of dairy products (% agree), by parental status, March 2018
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- 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)
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- 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)
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- 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
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- Figure 44: Reasons for using dairy products, March 2018
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- Figure 45: Calcium as a reason for using dairy product, by age, March 2018
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- Figure 46: Help prevent osteoporosis, October 2016
- Younger consumers look to limit their dairy intake
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- 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
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- Figure 48: Schneider’s Bacon Horseradish Dip, January 2018 (US)
- Figure 49: Schneider’s Buffalo Zip Dip, January 2018 (US)
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- 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
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- Protein and calcium are becoming more important
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- Figure 53: Considerations that are more or less important versus previous years, March 2018
- “Practical” concerns are more important to older consumers
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- Figure 54: Considerations that are more important versus previous years (select), by age, March 2018
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- 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
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- Figure 56: Considerations that are more important versus previous years (select), by age, March 2018
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- 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)
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- 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)
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- Figure 61: B'more Organic Banana Protein Smoothie, April 2018 (US)
- Parents place greater importance on all-natural claims
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- Figure 62: Considerations that are more important versus previous years (select), by parental status, March 2018
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- 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
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- Figure 64: Considerations that are more important versus previous years, by gender, March 2018
Dairy-specific Choice Factors
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- Provenance matters to Canadians
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- Figure 65: Claims that are important when selecting dairy products, March 2018
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- Figure 66: Agropur pride, February 2017
- On-the-go’s importance as a claim is limited
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- Figure 67: Importance of the “on-the-go” claim, by age, March 2018
- Health-related claims’ importance rise with age
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- Figure 68: Importance of health-related considerations, by age group, March 2018
- Texture is key to dairy’s appeal
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- Figure 69: Importance of “whole ingredients” and “creamy” when selecting dairy products, by age & gender, March 2018
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- Figure 70: Importance of “creamy” and “smooth” when selecting dairy products, South Asians* vs overall population, March 2018
Cultured Dairy Usage
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- Yogurt is the most widely used cultured dairy category
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- Figure 71: Dairy product usage, interest in using and not used, March 2018
- Age impacts stated usage
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- Figure 72: Canadians that have tried select dairy products, by age, March 2018
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- Figure 73: Good Culture Classic Cottage Cheese, January 2018 (US)
- Opportunity to expand usage among young men
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- Figure 74: Interest in trying select dairy products, men 18-34 vs overall, March 2018
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- 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)
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- Figure 78: Neutrogena Men Face Wash, March 2018 (Canada)
- Opportunity to expand usage among Quebec consumers
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- Figure 79: Dairy products have not tried but interested in trying, Quebec vs overall, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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