Understanding consumer trends and drivers of behavior in the US Dairy Food market

Date: 2015-09

“Why was the report written?
This report gives an overview of the key demographic groups driving consumption in the US Dairy market, and what their motivations are for doing so. The report adopts a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

What is the current market landscape and what is changing?
The maturity of the US Dairy Food market has caused it to witness static growth in value sales over 2008–2013. This growth rate is set to accelerate over 2013–2018, indicating a greater willingness among consumers to trade-up in the category compared to previous years. The market volume growth over 2008–2013 has been lower than the value growth due to the low birth-rate and slow population growth. However, the consumption of value added Dairy products is growing faster as consumers search for additional benefits in Dairy products, such as fortified and nutrient enriched offerings.

What are the key drivers behind recent market changes?
Age-specific needs and a desire to meet individual nutritional needs are the factors driving change within the US Dairy market. Consumers look to Dairy products as a key method of meeting age-specific needs, such as calcium to help children’s growing bones, or probiotics to help with older consumers’ digestion. Consumers also seek products that allow them to meet their individual diet needs, both those derived from medical requirements and from personal choice.

What makes this report unique and essential to read?
This report brings together consumer analysis and market data to provide actionable insight into the behavior of US Dairy consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.”

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