IDF – GLOBAL MARKETING TRENDS DAIRY FARMERS OF CANADA Annual Policy Conference February 8 th , 2017 IDF Global Marketing Trends Understand changes in dairy consumption in the world Final Report 2016 - December
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IDF – GLOBAL MARKETING TRENDS
DAIRY FARMERS OF CANADA
Annual Policy Conference
February 8th, 2017
IDF Global Marketing TrendsUnderstand changes in dairy consumption in the worldFinal Report 2016 - December
PRESENTATION OUTLINE
2
1. CANADIAN FUTURE TRENDS
2. INTERNATIONAL FUTURE TRENDS
3. CONCLUSION
INTERNATIONAL DAIRY FEDERATION
Drivers:
• Age and generation effect
• Increased competition from other beverages
• Health concerns.
Milk
2015-2025:
Barriers:
2015-2025:
Drivers: • Image of pleasure
• Demand for natural products
• Population growth
Butter and Ghee
Drivers:2015-2025:
Drivers: • Image of pleasure
• Demand for natural products
• Population growth
• Image of pleasure
• Health concerns
• Demand for convenience
Cheese Cream
2015-2025:
Drivers:
2015-2025:
Drivers: • Health concerns
• Number of new products launched
• Demand for natural products
Yogurt
+5 to +10%
2015-2025:
Barriers: • Change in eating habits
• Health concerns
Ice cream
Drivers:
Anti-milk
YES
YES YES
Increasingly aggressive:
Imp. on other dairy products:
Imp. on milk consumption:
Drivers:
Anti-fat
Increasingly aggressive:
Imp. on dairy products consumption:
Drive
rs:
Anti-cow
Volume Volume
VolumeVolumeVolume
Volume
+5 to +10%+5 to +10%
+10% or more
YES
• Defense of animal welfare
• Milk causes health issues / cancer
• Promotion of new dairy and
processed-food free diets
NO
YES
3
-5 to -10%
-1 to -5%
CANADA – 2015-2025Canada
Name:
Organization:
Richard Sanchez
Agropur Cooperative
Position: Analysis and milk supply manager
INTERNATIONAL DAIRY FEDERATION
CANADIAN SALES VOLUME
31.447.0 53.1 55.9 63.2 70.6 71.9
87.6 90.4105.6110.3113.2
129.3
0.020.040.060.080.0100.0120.0140.0
4
LIQUID MILK – 2015
INTERNATIONAL DAIRY FEDERATION Source: IDF (2016). World Dairy Outlook.
ANNUAL CONSUMPTION PER CAPITA IN LITRES
5
JAPAN
AUSTRALIA
SOUTH AFRICA
ISRAEL
FRANCE
CHILE
FINLANDNORWAY
IRELAND
ZIMBABWE
DENMARK
USA
GERMANY
NETHERLANDS
UK
INDIA
SWEDEN
ICELAND
LITHUANIA
ARGENTINA
CHINA
CANADA
MEXICO
BELGIUM
CYPRUS
SPAIN
NEW ZEALAND
More than 10% increase
5% to 10% increase
1% to 5% increase
Stable
1% to 5% decline
5% to 10% decline
More than 10% decline
LIQUID MILK – 2015-2025
Legend
INTERNATIONAL DAIRY FEDERATION
INTERNATIONAL SALES VOLUME
0.6
2.5 2.6 2.8 3.0 3.2 3.3 3.8 3.94.9 4.9
6.0
8.0
0.01.02.03.04.05.06.07.08.09.0
6
BUTTER – 2015
INTERNATIONAL DAIRY FEDERATION Source: IDF (2016). World Dairy Outlook.
ANNUAL CONSUMPTION PER CAPITA IN KILOGRAMS
7
JAPAN
AUSTRALIA
SOUTH AFRICA
ISRAEL
FRANCE
CHILE
FINLAND
NORWAY
IRELAND
ZIMBABWE
DENMARK
USA
GERMANY
NETHERLANDS
UK
INDIA
SWEDEN
ICELAND
LITHUANIA
ARGENTINA
CHINA
CANADA
MEXICO
BELGIUM
SPAIN
NEW ZEALAND
CYPRUS
Legend
More than 10% increase
5% to 10% increase
1% to 5% increase
Stable
1% to 5% decline
5% to 10% decline
More than 10% decline
BUTTER AND GHEE – 2015-2025
INTERNATIONAL DAIRY FEDERATION
INTERNATIONAL SALES VOLUME
2.2
8.812.112.513.4
16.018.218.3
20.724.6
26.726.8
0.0
5.0
10.0
15.0
20.0
25.0
30.0
8
CHEESE – 2015
INTERNATIONAL DAIRY FEDERATION Source: IDF (2016). World Dairy Outlook.
ANNUAL CONSUMPTION PER CAPITA IN KILOGRAMS
9
Legend
More than 10% increase
5% to 10% increase
1% to 5% increase
Stable
1% to 5% decline
5% to 10% decline
More than 10% decline JAPAN
AUSTRALIA
SOUTH AFRICA
ISRAEL
FRANCE
CHILE
FINLAND
NORWAY
IRELAND
ZIMBABWE
DENMARK
USA
GERMANY
NETHERLANDS
UK
SWEDEN
ICELAND
LITHUANIA
ARGENTINA
CHINA
CANADA
MEXICO
BELGIUM
CYPRUSSPAIN
NEW ZEALAND
CHEESE – 2015-2025
INTERNATIONAL DAIRY FEDERATION
INTERNATIONAL SALES VOLUME
Barriers:
• Anti-milk arguments continue to spread through mass media, influencing public opinion
• Movement that criticizes cattle breeding
• Nutritional, ethical, societal, and environmental issues
Future trends are positive for most dairy products:
• Butter expecting growth of +10% in Canada over 10 years
Demand to remain strong in most countries:
• Overall dairy market in Canada to see growth of 10%+ over 10 years
CONCLUSION
10INTERNATIONAL DAIRY FEDERATION
THANK YOU
DAIRY FARMERS OF CANADA
Annual Policy Conference
February 8th, 2017
IDF Global Marketing TrendsUnderstand changes in dairy consumption in the worldFinal Report 2016 - December
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