This Report Focuses On Five Major Segments Within The United States Edible Fats And Oils Market In 2008
Posted on: Monday, 31 March 2008, 09:01 CDT
Research and Markets (http://www.researchandmarkets.com/reports/c87250) has announced the addition of "Edible Fats and Oils in the United States 2008" to their offering.
This report focuses on five major segments within the edible fats and oils market: mayonnaise; cooking and salad oil; olive oil; pan spray; and shortening. Besides presenting sales data on a segment-by-segment basis, the report considers a range of topics, including the following:
- The size of the market, and its potential for growth. How can a category that is built on "flavour neutral background products" stand out?
- What manufacturers and retailers can do to jump-start some segments, and clarify others. When is variety good, and when are there too many choices?
- The role of private label in an industry that is primarily commodity based. Is private label a "default" for lower priced products, or is it a secure, familiar name?
- The array of competing categories, and how they impact sales of fats and oils. How can fats and oils compete against everything from cooking tools to fat substitutes?
- Key brands, and the challenges they face. How do manufacturers compete against each other, and against private label? Do consumers see a difference?
- The impact of ethanol on the prices of vegetable oils. With corn and soy oil prices on the rise, what alternatives are left?
- Consumers' ambivalence to many segments (e.g. shortening, salad oil). What can make them return to these basics?
- The need for more consumer information and education in the olive oil segment. The fastest growing segment is poorly understood by consumers. How can manufacturers teach them which oils to buy, and how to use them?
Contents:
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The $5.9 billion market will grow slowly through 2012
Opportunities abound in some segments
Competition from some unusual sources
Segment performance varies: olive oil is fastest growing
Supermarkets account for almost half of sales
Prices of edible fats and oils rise as farmers move to ethanol
Dieting usually means cutting back on fat
Unilever and Kraft brands lead the market, but private label is bigger
Competition on a number of levels
Most new, innovative products are from smaller players
Advertising and promotions focus on two themes
Mayonnaise and olive oil are found in most households
Brand loyalty in salad/cooking oil is not strong
Focus on olive oil
Market Size and Forecast
Key points
Olive oil is the only shining light in a slowing market
...but it is reaching a temporary saturation point
Strong interest in private label holds down sales gains
Figure 1: Total U.S. sales and forecast of edible fats and oils at current prices, 2002-12
Figure 2: Total U.S. sales and forecast of edible fats and oils at constant 2007 prices, 2002-12
Wal-Mart sales
Competitive Context
Unless cooking habits undergo a radical change, the market will continue to rise very slowly
Indirect competition... from a range of products
Segment Performance - Overview
Key points
Olive oil will continue to grow, mayonnaise sales will slow
Two reasons for poor showing: commodity status of major segments and the move to private label
Figure 3: U.S. sales and forecast of fats and oils (top five segments) at current prices, by segment, 2002-12
Figure 4: U.S. sales of fats and oils, by segment, 2005 and 2007
Segment Performance - Mayonnaise
Key points
Mayonnaise sales will continue to decline slowly
Taste is a significant factor, and brands have strong taste associations
Figure 5: U.S. sales and forecast of mayonnaise, 2002-12
Segment Performance - Cooking and Salad Oil
Key points
Small gains over time, but no significant jumps
Figure 6: U.S. sales and forecast of cooking and salad oil, 2002-12
Segment Performance - Olive Oil
Key points
Private label offers price break without compromising quality
Interest in Mediterranean diet drives olive oil sales
Figure 7: U.S. sales and forecast of olive oil, 2002-12
Segment Performance - Microwave Browning/Pan Spray
Key points
A category dominated by one brand and private label
The category also has limited applications
Figure 8: U.S. sales and forecast of microwave browning/pan spray, 2002-12
Segment Performance - Shortening
Key point
For more information visit http://www.researchandmarkets.com/reports/c87250
Source: Business Wire
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