New Market Research Report: Dairy Packaging in Germany

From: Fast Market Research, Inc.
Published: Wed Jul 09 2014

While additives in other packaged food such as ready meals have been a consumer concern for long time, cheese has long been regarded as a natural product. However, health-conscious consumers have become sceptical towards colourants or preserving agents in cheese, such as sodium nitrate or natamycine. Manufacturers have thus reacted and emphasise on the product packaging whenever a certain product is free of additives.

Competitive Landscape

Bongrain remains the leading manufacturer in cheese, and is expected to reach an 11% value share in 2013 like in the previous year. Private label products however, hold in fact the strongest position on the market, with a combined value share of 30%. This is because many consumers do not consider cheese as being a matter of brands, but more a matter of different types of cheese, especially in unprocessed hard cheese and soft cheese.

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Industry Prospects

Sales of cheese are expected to decline in retail volume terms over the forecast period. Unit prices are meanwhile, expected to rise over the period 2013 to 2018, due to growing production costs. As a result, despite declining volume sales, constant value growth is still expected to be slightly positive over the forecast period.

Drinking Milk Products

Drinking milk products see growing unit prices in 2013, which should however be regarded as a return to normality, as drinking milk had been extremely cheap in 2012, with for example, private label semi-skimmed milk being offered for EUR0.51 per litre for most of the year. In total, a value sales increase is expected to amount to 5% for the year 2013 over 2012. Volume sales of drinking milk products are also growing in 2013 for most product types, with full fat long life/UHT milk being the only exception among the major categories. This type of milk is generally regarded as less healthy compared to semi-skimmed milk and pasteurised milk.

Competitive Landscape

Milk represents the bulk of sales of drinking milk products. As it is a staple, people are much less reluctant to buy private label, especially as the private label range offers a wide choice. All supermarkets and discounters have their own organic milk ranges. Private label is expected to account for a value share of 62% in drinking milk products in 2013.

Industry Prospects

Drinking milk products is expected to see a steady increase in constant value sales over the forecast period. Raw milk price volatility will continue to impact sales. Drinking milk products is quite a mature category, in which health and wellness is set to continue to offer growth opportunities.

Yoghurt and Sour Milk Drinks

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