Etude de marché sur le lait

Part 1 :

I/ DAIRY INDUSTRY

1. Offer

Competitor analysis :

The leaders in the dairy product’s market are the followings :

Lactaclis:

Before called Besnier, Lactalis a French company specialized in foods services and goods. The company detains the bigger dairy and cheese industry in the world and is the second bigger French company about dairy product in transformation volume in 2014. Lactalis employs about 74 000 employees divided in 250 different industrial location all around the world (43 countries) and sells its all different kind of product in more than 150 countries.

Danone:

Danone is a French company and one of the world leader in dairy fresh product.

Danone have been created after the melting of two big French companies: Danone and Gervais. In 1994, it has been decided to call the company as the brand of their fresh product: Danone.

Sodiial:

French agricultural cooperative specialized in the dairy product transformation. Its major brands are Yoplait, Candia et Entremont. The company’s turnover in 2016 was 5.4 billion of euros.

In 2017, it became the the 16th bigger company in the world for its sector. If we are talking about turnover, it’s the 3th biggest company in the world.

These brands have a huge competitor: water, fruit juice and soda. But milk brand knows how to renew their product. Milk industry have created light product, biologic, richer with natural product to answer to the new consumer’s needs.

Consumer’s demand is still strong, but their needs have evolved. Then they must create new product and widen their range of product.

Milk industry includes:

• Creamery (milk, cream and butter)

Milk:

It exists different kind of milk consumed in France. There is the cow milk, sheep milk and goat milk.

Furthermore, we can distinguish several skimmings that we can differentiate by the color of the bottle cap: yellow cap represents raw milk; Blue cap represents semi-skimmed milk and the red cap represents skim milk. Pasteurized milk also includes micro-filtered milk, milk powder, condensed milk and organic milk. We also have milk powder, milk supplemented or enriched.

Cream:

There are different kinds of creams. You can find thick cream, liquid, pasteurized, whipped cream, Chantilly cream, organic and cream from Isogny (which is an AOC, mean French mention which provide a great quality to the product).

Butter: It can be raw, thin or extra thin, lean, easy to spread, salty or half salted.

• Cheeses

We can count a multitude of cheeses:

• fresh or white cheeses

• Soft dough cheeses and floral crusts

• Soft washed dough cheeses

• Uncooked pressed dough cheeses

• Parsley dough cheeses

• Chees’s dough cooked and pressed

• Goat cheeses

• Molten cheeses

• Yogurt

Among the yogurts, we will find:

- yoghurt with full-cream milk or pasteurized milk

- plain, semi-skimmed or flavored yoghourts

- Lightened versions

- Stirred yogurt

- Flavored yogurts and fruit-based yogurts

- Drinkable Yogurts

- Varieties with fermented milks

• The milk deserts

There are 14 categories of milk deserts:

• Pressured- milk-flavored dessert

• Flavored jellied milks

• Gummed milk with whipped cream

• Dessert creams

• Mousses and the like

• Crèmes brûlées

• Floating islands

• Rice cakes

• Cakes semolina

• Eggs with milk

• Egg custards

• Caramel creams

• Rice pudding

• Egg creams

Production:

The leading milk producing country in Europe is Germany, which produces an average of 29 million tons of milk each year (21% of European production). France comes next with 24 million tons (18%).

Dairy products are the second largest food industry after meat. There are 24 million tons of milk produced each year, or 24 billion liters of milk.

France is the 2nd largest producer of milk, cheese and butter and France is at the top of the podium in milk powder production. There are 4 million dairy cows in about 70,000 farms. There are 1.3 million dairy ewes and almost one million goats.

Production is mainly carried out in the west of France: Brittain ownes 18% of the national production; Pays de la Loire (13%), Lower Normandy (10.5%); RhôneAlpes (8%).

There are 700 transformation plants employing almost 60,000 people. In total, the milk industry in France employs 250,000 people. The milk collected is 72% converted into consumer dairy products (cheese, yogurts, butter, cream, UHT milk, etc.). The remaining 28% concerns industrial products.

They have produced each year: 2.4 million tons of yogurt and desert 1.9 million tons of cheese More than 760 000 tons of butter and cream and almost 500 000 tons of milk powder.

Distribution:

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