Dairy products find their way into Canadian shopping carts nearly 50% of the time

    Nielsen's annual Dairy Case study shows dairy products account for 17% of
    Canadians' annual grocery spend

    MARKHAM, ON, Jan. 16 /CNW/ - The Nielsen Company today announced the
release of the 2007 edition of the annual Dairy Case Study. The report
provides confirmation that Canadians have a renewed interest in the health
benefits dairy products offer, particularly the "Better for You" options.
Canadians spent just over $8.5 billion on dairy products in 2007, representing
an increase of 6% over the same period in 2006. The average Canadian spent
$612 on dairy items throughout 2007.
    The 2007 study offers a variety of insights on consumer's attitudes and
preferences about dairy products, such as:

    -   Milk remains the top selling category in the dairy case with sales
        over $2.2 billion (+6%), followed by prepackaged natural cheese at
        $1.4 billion (+8%), and yogurt at $966 million (+7%).

    -   The top three categories combined to account for almost 55% of total
        Dairy Case sales in 2007.

    -   The fastest growing category this year is Refrigerated Dips, up 17%
        over 2006 with $158 million in sales.

    -   Grocery Banner + Mass Merchandisers is the primary channel where
        consumers purchase their dairy products, capturing almost 92% of
        dairy sales.

    "Dairy is a staple that has always consistently found its way into
Canadian shopping carts, as demonstrated by the fact that Milk is the top
category in the grocery store year over year," said Dave Mann, Senior Vice
President Marketing and Sales, The Nielsen Company. "The continued focus by
consumers on healthier eating has been great news for the dairy case,
particularly with the inclusion of probiotic additives, or "friendly" bacteria
into yogurt and cheeses. These products have performed well overseas, and are
now making their way into the Canadian market as consumers become more aware
of their benefits."
    "New for the 2007 Dairy Case Study is the inclusion of consumer targeting
and segmentation information for a couple of the fastest growing categories,
including Vegetable and Chip Dips," said Mann. "By using Spectra's
segmentation platform which combines demographic, consumption, media and
attitudinal data, clients can focus on the consumer segments most likely to
yield a return on investment."
    Other areas impacting dairy case sales include managing the shelf
effectively, cleanliness and availability, and freshness of products. While
Dairy will continue to be a staple, the changing face of the Canadian consumer
will require manufacturers and retailers to adjust their products and store
formats to meet their needs in this competitive category.

    About the Dairy Case Study

    The Nielsen Dairy Case Study integrates a variety of Nielsen services
including scanning based retail tracking from MarketTrack, consumer data from
Homescan and Spectra, and in-store observational information through Store
Solutions. National and regional information includes key performance metrics
and trends across 32 dairy categories, and helps clients understand market
size, key contribution items/categories/segments, fair share of shelf, and
consumer targeting opportunities.

    About The Nielsen Company

    The Nielsen Company is a global information and media company with
leading market positions in marketing information (ACNielsen), media
information (Nielsen Media Research), online intelligence (NetRatings and
BuzzMetrics), mobile measurement, trade shows and business publications
(Billboard, The Hollywood Reporter, Adweek). The privately held company is
active in more than 100 countries, with headquarters in Haarlem, the
Netherlands, and New York, USA. For more information, please visit,

    Note to Editors: Look for this news release and other Nielsen news on the
    Internet at http://www.acnielsen.ca

For further information:

For further information: Kristen Ridley, (905) 943-8343

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