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Goat Industry… Markets & Marketability Presenter: Michael Domingues Woolwich Dairy Inc. Topics. A brief synopsis of the industry, specialty cheese then specifically goat cheese What is fueling the growth of the industry

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Goat Industry…Markets & MarketabilityPresenter: Michael Domingues Woolwich Dairy Inc.


Topics

  • A brief synopsis of the industry, specialty cheese then specifically goat cheese

  • What is fueling the growth of the industry

  • Future challenges and opportunities facing the industry in years to come


Cheese Consumption


More Cheese please…NOW!

  • The cheese industry continues to grow in leaps and bounds

  • Cheese consumption in Canada, Mexico and the US combined exceeded 5.0 million metric tons in 2006.

  • Since 2001, cheese consumption in North America has increased at an annual average rate of 2.3%, with most of the gains occurring in the US.


US Cheese Consumption

  • Cheese consumption is currently estimated at about 31.4 pounds per capita

  • US annual cheese consumption per capita is projected to reach 33 lbs. by 2013 (What’s in Store 2006)


US Consumption continued…

  • Between 1994 and 2003, total U.S. cheese consumption grew from 7.0 billion lbs to 8.8 billion lbs, a 26% increase.

    (Source: US Dept. of Agriculture, 2005)


Canadian Cheese Consumption

  • Annual per capita consumption of overall cheese reached 26.84 lbs in 2006

  • Specialty cheese per capita consumption doubled from 8 lbs in 1980, to 16 lbs in 2006

    ( Source: Canadian Dairy Council, 2007)


Comparative Cheese Consumption

(Source: FAS/CMP/DLP, 1999)


Specialty Cheese


Specialty Food…still on the rise!

  • Entire specialty foods market in US demonstrated a compound annual growth rate of 7% over past several years

    Source: Packaged Facts released by marketresearch.com


Specialty Cheese

  • Specialty Cheese sales in America soared to more than $650 million in 2005, a 14.2% increase from the previous year

  • In 2004, over 35% of stores in the US offered a Specialty Cheese department, (Source: What’s In Store 2006)


Deli items responsible for the most growth!

  • Most growth in 2002-2004:

  • Salads: 13%

  • Prepackaged Items: 13%

  • Deli Specialty Cheese: 12%

    (Source: What’s in Store 2004)


Specialty Cheese

  • In the US, Specialty cheese consumption increased five times faster than commodity cheese consumption between 1994 and 2003

    (Source: What’s in Store 2006)

  • Between 1994-2003 Specialty cheese consumption increased from 420 million lbs to 815 million lbs, a 94% jump.

    (Source: US Dept. of Agriculture, 2005)


Specialty Cheese

  • 1993 to 2003, cheddar production in Canada grew by 21% while specialty cheese production grew by 32%

    (Canadian Dairy Commission, 2004)

  • 2004, Canada’s production of specialty cheese was 215,750 tonnes

    (Canadian Dairy Commission, 2004)


Growth of Cheddar vs. Specialty Cheese

  • Source: York University (1995)


Getting your Goat!


Goat Milk Production in Canada

  • National production of Goat’s milk increased by approx. 20% between 2001-2004

  • National production surpassed 20 million litres in 2004

    (Source: Ministry of Agricultural Food and Rural Affairs, OGMPA, 2004)


Goat Milk Production in Canada

  • Total: 20, 069,000 litres produced in 2004


Goat Cheese Supply & Demand

  • Demand for goat milk is primarily driven by increased demand for goat cheese

  • In 2001, approximately 45% of all goat milk produced was used for cheese

  • In 2004, this number exceeded 60%

  • Ontario continues to be Canada’s largest producer of goat’s milk in Canada

    (Source: Ministry of Agricultural Food and Rural Affairs, OGMPA, 2004)


Fastest Growing Cheese Type in Deli!

  • In 2005, Goat cheese was the 9th fastest growing type of cheese.

    (Source: What’s in Store 2006)

    Top 10 List of Fastest Growing Cheese Types…

    *Gorgonzola, Asiago, Mascarpone began with a smaller base resulting in inflated growth rates


Goat Cheese Category

  • The key categories of goat cheese are Fresh Unripened, Soft ripened, and mixed cheeses


Goat Cheese Sales Segment

  • The majority of goat cheese product is sold at the large retail outlet level

    (Source: Ministry of Agricultural Food and Rural Affairs, OGMPA, 2004)


Goat Cheese

  • Goat cheese sales dollars increased more than 101% from 2003 – 2005

  • Dollar sales in 2005 were up 48% from 2004

  • Consumers no longer have to go to specialty stores to find their goat cheese, because it’s stocked at almost all major grocery retailers

    Source: What’s In Store 2007


Goat Cheese Growth

  • Source: York University (1995)


Goat Cheese Growth…Why?

  • Health Conscious consumers are better educated on nutritional facts

  • In comparison to other soft cheeses, such as cream cheese made from cow’s milk, goat cheese is significantly lower in fat, cholesterol, AND calories


Goat Cheese Growth…Why?

  • Lactose Intolerance- lower levels of lactose found in Goat’s cheese can make it a suitable alternative to cow’s cheese

  • Goats milk contains 13 % less lactose than cow’s milk and 41% less than human milk

  • Cow’s Milk Allergy- consumers with cow’s milk and cheese allergies may be able to consume goat’s milk products because it contains a different type of protein

  • 5% of consumers are allergic to the proteins in cow milk cheeses


Bolder Cheese is the future…

  • Consumers continue to be fascinated with stronger, bolder offerings…maturing tastes

  • Domestically produced aged cheeses can rival European imports

  • Surface Ripened cheese sales are up 15% from 2004-2005 (What’s in Store 2006)

  • In years to come, the movement toward artisan, ethnic and organic cheese types will become stronger

    (Source: What’s In Store 2007)


Identify the trends…no longer just a fresh chevre world!

  • These consumers are better traveled and their palates have expanded towards more adventurous foods

  • Almost a necessity for stores to offer a range of products to distinguish themselves from competitors


Challenges to the Goat Cheese Industry

  • Sku/Industry Consolidation- Mergers & acquisitions and increased competition as more players enter the market

  • Control Label-Increased pressure from large chain store towards private label

  • Pricing- result of increased competitive landscape


Thank You


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