Feb 22 2016
A growing number of private labels poses a new strategic challenge for dairy producers
The increasing popularity of private labels, which account for approximately 25% of products sold in supermarkets and grocery stores and are particularly prevalent the in milk, cheese and butter segment, is causing dairy producers to increasingly vie for lucrative private-label contracts with large retailers to ensure their ongoing success in the industry, according to business analysts at IBISWorld.
“Increasing numbers of private-label dairy products are contributing to a changing focus for dairy manufacturers. For players such as Murray Goulburn, which has won multiple major private-label contracts with Coles over the past two years, including a contract to produce private-label cheese previously held by Bega, the strategic focus is changing. Private-label products are now accounting for a greater share of products manufactured by the company,” said IBISWorld senior industry analyst Ms Brooke Tonkin.
IBISWorld anticipates that private-label sales, including private-label dairy, will outperform branded product sales over the next five years. As a result, private-label contracts are expected to become increasingly important to the success of dairy manufacturers aiming to service the local market. An increasing number of private-label products will also drive diversification in dairy product manufacturing, as manufacturers eye products such as milk powder and cheese as alternatives to traditional dairy products.
“For the producer, the trend towards private-label contracts also places companies in a good position for investment. Contracts like the milk and cheese private-label contracts won by Murray Goulburn provide an ongoing inflow of cash and give businesses the ability and confidence to invest in their production facilities over the long term,” said Ms Tonkin.
IBISWorld has made available the Milk and Cream Processing, Butter and Dairy Product Manufacturing, Cheese Manufacturing and Dairy Cattle Farming industry reports for your use.
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Anne Wild / Shae Courtney
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