Market Report, "Dairy Packaging in Argentina", published

From: Fast Market Research, Inc.
Published: Thu Jul 03 2014

Argentina is the seventh largest cheese producer in the world, and the industry uses 50% of the milk produced in the country. To increase its presence on the world market, it is important to increase production of cheese under denomination of origin. One of the first products in this category was Goya cheese, a hard cheese hailing from the city of Goya, in the Corrientes province, and which is produced there by five companies, including SanCor Cooperativas Unidas. In turn, La Serenisima specifies the origin of its cheese varieties on its webpage. Some of these cheese varieties of Argentinean origin are Pategras, Holanda and the recently launched Chubut, native to Tandil, in the Buenos Aires province.

Competitive Landscape

SanCor Cooperativas Unidas is set to lead sales with a 22% retail value share in 2013, followed closely by Mastellone Hnos with 20%. SanCor benefited from its position as a specialist cheese producer and its leadership is stronger in hard cheese, processed cheese, and soft cheese.

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Industry Prospects

Given the penetration of Argentinean cheese in Latin America and the fact that the Argentinean market is relatively mature, producers are aiming at the European market, which is more demanding, and where it is key for products to have denomination of origin to be able to compete.

Drinking Milk Products

The federal government has subsidised and regulated the milk drinks industry since 2008, and spends millions of ARS reducing retail prices in order to keep milk drinks affordable for lower-income groups. The federal price control system is structured around three classes of products: Mainstream, which includes fresh/pasteurised milk in sachets; selected, including long-life/UHT milk enhanced with vitamins, calcium, and iron, available in carton packs; and premium dairy products, including dairy-based desserts, and fromage frais and quark. Price rises were approved in 2012/2013 as follows: mainstream at 8%, selected at 12%, and premium at 25%.

Competitive Landscape

Domestic companies, led by Mastellone Hermanos and SanCor Cooperativas Unidas, are set to account for 52% of total retail value sales in 2013. This leadership is based mainly on fresh/pasteurised milk, long-life/UHT milk and powdered milk. Foreign companies, such as Nestle, Danone and Unilever, lead in flavoured powder milk drinks, dairy only flavoured milk drinks and soy drinks, respectively.

Industry Prospects

Growth in drinking milk products will be driven by innovation in functional and fortified products. Mastellone is expected to lead this trend, although SanCor Cooperativas Unidas is making an effort to fight for this leadership.

Yoghurt and Sour Milk Drinks

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