Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Resources used for consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line
- A fate entwined with that of coffee
- Troubling coffee trends afoot
- The coffee-creamer-age dilemma
- Older adults love coffee, but are more tepid toward creamer
- Younger generation has other beverage choices, but its coffee drinkers
love creamer
- Cream and creamer usage location analysis paints varied picture; provides
opportunity
- Shift toward non-dairy liquid propels market forward
- Trend shift away from flavored varieties to better-for-you combinations
- Major players remain the same; private label has growth potential
- Supermarkets retain stronghold
- Potential for greater in-home use with cooking/baking
- A solid future with potential
- Market Drivers
- Coffee consumption--and its tie to creamer--remains primary driver
- Figure 1: Total U.S. retail sales of coffee through FDM*, at current and
constant prices, 2001-06
- Figure 2: Availability of first choice of cream/creamer, by gender, May
2007
- Cream and creamer choices driven by usage location
- Figure 3: Use of cream and creamers by type, by usage location, May 2007
- And by type of coffee
- Figure 4: Coffee use by households who use non-dairy cream substitute,
2006
- Older coffee drinkers a missed opportunity
- Figure 5: Incidence of drinking coffee, May 2007
- Figure 6: Use of cream and creamers at home, by type, by age, May 2007
- Figure 7: Amount of coffee drunk per week, May 2007
- A silver lining?
- Figure 8: Types of coffee bought, by age, August 2006
- Flavored products peak in 2006
- Figure 9: New flavored cream and creamer product releases, indexed
2001-06
- Health trends impact sales
- Figure 10: Attitudes regarding healthy eating, 2003-06
- Figure 11: Types of non-dairy cream substitutes used, light/low fat vs.
regular, 2003-06
- Figure 12: Cream and creamer new product introductions, top health
claims, 2002-07
- Allergen and gluten-free
- Animal welfare and organic
- Rising prices mask drop in dairy creamer unit sales--edge to non-dairy?
- Figure 13: Refrigerated dairy cream/half & half sales, by dollar value
and units, 2003-06
- Figure 14: Refrigerated non-dairy creamer sales, by dollar value and
units, 2003-06
- Market Size and Trends
- Market size
- Figure 15: Total U.S. retail sales of cream and creamers, at current and
constant prices, 2001-06
- Market trends
- Introduction
- Figure 16: Cream and creamer new product introductions, by claim, 2001-07
- Figure 17: Use of flavored, fat-free or reduced fat and sugar-free in
the last three months, May 2007 and January 2006
- Figure 18: Cream and creamer new product introductions, by flavor,
2001-07
- Figure 19: Cream and creamer new product introductions, by storage
method, 2001-07
- Market Segmentation
- FDM sales of cream and creamers
- Figure 20: FDM sales of cream and creamers, segmented by type, 2004 and
2006
- Refrigerated non-dairy creamer
- Figure 21: FDM sales of refrigerated non-dairy creamer, at current and
constant prices, 2001-06
- Refrigerated dairy cream/half & half
- Figure 22: FDM sales of refrigerated dairy cream/half & half, at current
and constant prices, 2001-06
- Shelf stable coffee creamer
- Figure 23: FDM sales of shelf stable coffee creamer, at current and
constant prices, 2001-06
- Frozen coffee creamer
- Figure 24: FDM sales of frozen coffee creamer, at current and constant
prices, 2001-06
- Supply Structure
- Companies and brands
- Overview
- Figure 25: Manufacturer FDM sales of cream and creamers in the U.S.,
2004 and 2006
- Figure 26: Brand preference for non-dairy cream substitutes, 2006
- Refrigerated non-dairy creamer
- Figure 27: Manufacturer brand FDM sales of refrigerated non-dairy
creamer in the U.S., 2004 and 2006
- Refrigerated dairy cream/half & half
- Figure 28: Manufacturer brand FDM sales of refrigerated dairy cream/half
& half in the U.S., 2004 and 2006
- Shelf stable coffee creamer
- Figure 29: Manufacturer brand FDM sales of shelf stable coffee creamer
in the U.S., 2004 and 2006
- Frozen coffee creamer
- Figure 30: Manufacturer brand FDM sales of frozen coffee creamer in the
U.S., 2004 and 2006
- Advertising and Promotion
- What market players are doing
- Nestlé
- Dean Foods
- Thoughts on what they could do
- Retail Distribution
- Introduction
- Figure 31: U.S. retail sales of cream and creamers, by channel, 2004 and
2006
- Supermarkets
- Figure 32: U.S. supermarket sales of cream and creamers, at current and
constant prices, 2001-06
- Figure 33: Supermarket brand cream and creamers new product
introductions, January 2002-May 2007
- Convenience stores
- Figure 34: U.S convenience store sales of cream and creamers, at current
and constant prices, 2001-06
- Mass merchandisers
- Figure 35: U.S. mass merchandiser sales of cream and creamers, at
current and constant prices, 2001-06
- Drug stores
- Figure 36: U.S. drug store sales of cream and creamers, at current and
constant prices, 2001-06
- Other
- Figure 37: U.S. other retail outlet sales of cream and creamers, at
current and constant prices, 2001-06
- The Consumer: Coffee Use, Creamer Use, and Use by Location
- Summary
- Coffee and creamer: usage and opportunity
- High frequency coffee drinkers a trouble spot
- Creamer types: location analysis and opportunity
- First choice of creamer
- Usage of coffee
- Figure 38: Personal use of coffee, by key demographics, May 2007
- Usage of cream and creamers
- Figure 39: Personal use of cream and creamer, by key demographics, May
2007
- Frequency of cream and creamer use
- Figure 40: Amount of coffee drunk in typical week, May 2007
- Figure 41: Usage frequency of cream and creamers, by type, at home, May
2007
- Usage of types of cream and creamers by usage location
- Figure 42: Use of cream and creamers by type, by usage location, May 2007
- Use of cream and creamers at home
- Figure 43: Use of cream and creamers by type at home, by gender, May 2007
- Figure 44: Use of cream and creamers by type at home, by age, May 2007
- Figure 45: Use of cream and creamers by type at home by income, May 2007
- Figure 46: Use of cream and creamers by type at home by race/ethnicity,
May 2007
- Figure 47: Use of cream and creamers by type at home, by children in HH,
May 2007
- Usage of cream and creamers at the office
- Figure 48: Use of cream and creamers by type at the office, by gender,
May 2007
- Figure 49: Use of cream and creamers by type at the office, by age, May
2007
- Figure 50: Use of cream and creamers by type away at the office by
income, May 2007
- Usage of cream and creamers at a coffeehouse
- Figure 51: Use of cream and creamers by type at a coffeehouse, by age,
May 2007
- Figure 52: Use of cream and creamers by type at a coffeehouse by
race/ethnicity, May 2007
- Usage of cream and creamers at a gas station/convenience store
- Figure 53: Use of cream and creamers by type at a gas
station/convenience store, by age, May 2007
- Usage of cream and creamers at a restaurant
- Figure 54: Use of cream and creamers by type at a restaurant, by gender,
May 2007
- Figure 55: Use of cream and creamers by type at a restaurant by
race/ethnicity, May 2007
- Availability of first choice of cream/creamer
- Figure 56: Availability of first choice of cream/creamer, by gender, May
2007
- Figure 57: Availability of first choice of cream/creamer, by age, May
2007
- The Consumer: Cream and Creamer Types, Flavors, and Usages
- Summary
- Creamer types: usage and opportunity
- Usage of creamer "beyond coffee"
- Types of cream-type or whitener-type products in the last three months
- Figure 58: Types of cream-type or whitener-type products in the last
three months, by gender, May 2007
- Figure 59: Types of cream-type or whitener-type products in the last
three months, by age May 2007
- Figure 60: Types of cream-type or whitener-type products in the last
three months, by HH income, May 2007
- Figure 61: Types of cream-type or whitener-type products in the last
three months, by race/ethnicity, May 2007
- Flavored cream and creamers products
- Figure 62: Cream-type or whitener-type flavors purchased in last three
months, May 2007
- Usage of cream and creamer products by usage application
- Figure 63: Use of cream and creamers by usage application, May 2007
- Usage of milk by usage application
- Figure 64: Usage applications of milk, by gender, May 2007
- Figure 65: Usage applications of milk, by age, May 2007
- Figure 66: Usage applications of milk, by household income, May 2007
- Figure 67: Usage applications of milk, by race/ethnicity, May 2007
- Usage of powdered creamer by usage application
- Figure 68: Usage applications of powdered creamer, by age May 2007
- Figure 69: Usage applications of powdered creamer, by HH income, May 2007
- Figure 70: Usage applications of powdered creamer, by race/ethnicity,
May 2007
- Usage of liquid non-dairy creamer by usage application
- Figure 71: Usage applications of liquid non-dairy creamer, by gender,
May 2007
- Figure 72: Usage applications of liquid non-dairy creamer, by age May
2007
- Usage of half & half by usage application
- Figure 73: Usage applications of half & half, by age May 2007
- Figure 74: Usage applications of half & half, by HH income, May 2007
- Usage of cream by usage application
- Figure 75: Usage applications of cream, by age May 2007
- Figure 76: Usage applications of cream, by HH income, May 2007
- Figure 77: Usage applications cream, by race/ethnicity, May 2007
- Usage of soy milk by usage application
- Figure 78: Usage applications of soy milk, by gender, May 2007
- Figure 79: Usage applications of soy milk, by age May 2007
- Figure 80: Usage applications of soy milk, by race/ethnicity, May 2007
- Future and Forecast
- Future trends
- Among teens and young adults, coffee may be losing out to energy drinks
- Figure 81: Consumption of energy drinks, January-October 2006
- Cooperation between coffee industry and creamer industry advocated
- Trends shift from flavors to BFY
- Figure 82: Types of non-dairy cream substitutes used, light/low fat vs.
regular, 2003-06
- Figure 83: Use of flavored, fat-free or reduced fat and sugar-free in
the last three months, May 2007 and January 2006
- Figure 84: Top food and beverage claims -- GNPD, June 2006-June 2007
- Opportunities exist for cream and creamers beyond coffee
- Cooking opportunities
- Figure 85: Use of cream and creamers by usage application, May 2007
- Tea anyone?
- Combination creamer-coffee products
- Milk prices to rise
- Figure 86: Refrigerated dairy cream/half & half sales, by dollar value
and units, 2003-06
- Market forecast
- Cream and creamers market
- Figure 87: Forecast of total U.S. retail sales of cream and creamers, at
current and constant prices, 2007-12
- Figure 88: Forecast of retail sales of cream and creamers, at current
and constant prices, 2007-12
- Refrigerated non-dairy creamer
- Figure 89: Forecast of U.S. fdm sales of refrigerated nondairy creamer,
at current and constant prices, 2007-12
- Refrigerated dairy cream/half & half
- Figure 90: Forecast of U.S. fdm sales of refrigerated dairy cream/half &
half, at current and constant prices, 2007-12
- Shelf stable coffee creamer
- Figure 91: Forecast of U.S. fdm sales of shelf stable coffee creamer, at
current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
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