goat industry markets marketability presenter michael domingues woolwich dairy inc l.
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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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Presentation Transcript
  • 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
more cheese please now
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
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
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
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
Comparative Cheese Consumption

(Source: FAS/CMP/DLP, 1999)

specialty food still on the rise
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
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 cheese14
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
Growth of Cheddar vs. Specialty Cheese
  • Source: York University (1995)
goat milk production in canada
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 canada18
Goat Milk Production in Canada
  • Total: 20, 069,000 litres produced in 2004
goat cheese supply demand
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
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
Goat Cheese Category
  • The key categories of goat cheese are Fresh Unripened, Soft ripened, and mixed cheeses
goat cheese sales segment
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
  • 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
Goat Cheese Growth
  • Source: York University (1995)
goat cheese growth why
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 why26
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
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
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
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