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April 23, 2014

Freshpet Rapidly Expanding in Mass-Market Retail in Canada

Maryna IvusAnalyst Insight by Maryna Ivus - In-Country Analyst, Canada

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As the Canadian pet food marketplace faces the prospect of slowing volume growth in the coming years, manufacturers and retailers are continuing to seek opportunities in the premium dog and cat food segment. Premium pet food products are sought after by many Canadian pet owners, especially those with higher disposable incomes, thus enabling this otherwise mature industry to achieve value growth.

Within premium pet food, sales of fresh and frozen products remain relatively low. However, consumer interest in these products, driven by the perception of high-quality fresh ingredients, has been on the rise. Consumers are treating their pets as members of the family, and this trend is driving a preference for more natural products and better ingredients. Many pet owners feel more comfortable with familiar ingredients, ie ingredients which are similar to those they eat themselves.

Traditionally, fresh/frozen products have been sold mainly in specialist pet stores. However, banking on a consumer shift towards mass-market channels in search of high-quality products at a better price, Freshpet began marketing its line of fresh/frozen dog and cat food through leading grocery and mass chains in Canada, including Wal-Mart and Loblaws operated stores and other grocery retailers. The move, while not without its risks to brand equity, is supporting the brand’s expansion and is attracting more consumer attention, with retailers so far reporting good sales.

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April 20, 2014

The Risks and Rewards of “Pepsi Made with Real Sugar”

6a01310f54565d970c01a73da7701b970d-800wi 6a01310f54565d970c01a73d9c6f2f970d-800wiWith Howard Telford - Beverages Analyst and Jonas Feliciano, Beverages Analyst

Pepsi recently announced the launch of “Pepsi Made With Real Sugar” for summer 2014. The launch is indicative of Pepsi’s scattered strategy as of late. In a short period of time, Pepsi has changed their logo, bottle shape, sweetener offerings and product sizes. Given consumer reaction to high fructose corn syrup, Pepsi hopes that their latest offering will be seen as a healthier option in what has become an indulgent beverage category. Carbonates have been declining in sales as in the US and other developed markets, and Pepsi’s hope is that with different products, sizes and flavours, current Pepsi drinkers will have alternative products to drink without leaving the carbonates category altogether. 

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April 19, 2014

Dishwasher Manufacturers Must Educate to Penetrate New Markets

Jamie_KoAnalyst Insight by Jamie Ko - Head of Consumer Appliances

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Dishwashers remained the smallest category in major appliances in 2013, accounting for a mere 4.4% share of overall volume sales. It is also a category in which average unit price, at US$609, is significantly higher than in major appliances as a whole (US$444). Dishwashers are generally not perceived as an everyday necessity, but rather as a luxury item in the kitchen. So, why do appliances with similar washing and cleaning functionality but for different items enjoy such a contrasting degree of popularity? That said, over the forecast period Euromonitor International predicts a credible volume CAGR of 3.6% for dishwashers globally.

Expenditure Per Household on Dishwashers by Region and Growth, 2008-2018

Source: Euromonitor International

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April 17, 2014

Western European Phosphate Ban to Reward Innovative Formulations

Anaïs_MirvalAnalyst Insight by Anais Mirval - Ingredients Analyst

The 2010 phosphate ban in North America forced manufacturers of automatic dishwashing detergents to move away from sodium triphosphate, and this has not been without consequences. The performance of automatic dishwashing products has declined and the habit of using cheap automatic dishwashing powders and liquids is very much alive. Consumers are trading down while also adding automatic dishwashing additives to their shopping trolleys.

However, the impact of the 2017 phosphate ban in Western Europe could take another direction. With a wide range of new performing builders now available on the market, Western Europeans may not trade down and sales of automatic dishwashing detergents could even increase. Thus, glutamic acid diacetic acid tetrasodium salt (GLDA), methylglycine diacetic acid trisodium salt (MGDA) and trisodium citrates (TSC, TSA) are very much in line to benefit the most from the ban, even though product manufacturers remain sceptical about the potential of newly developed ingredients. 

Consumption of Automatic Dishwashing Detergents

Source: Euromonitor International

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April 16, 2014

The Battleground of Automatic Dishwashing

Serena-jianAnalyst Insight by Serena Jian - Senior Home Care, Tissue and Hygiene Analyst

Globally, automatic dishwashing (ADW) continues to be led by Reckitt Benckiser and its eponymous Finish brand, which generated value sales of US$2.1 billion in 2013, three times those of Procter & Gamble’s Cascade brand and over 10 times the sales of Fairy (also owned by Procter & Gamble).  

Although its global value share plateaued at 37% in 2013, Finish has grown strongly over the last decade, up from a 30% value share in 2004, with the best performances in 2007 and 2008, when the economic boom encouraged consumers to purchase dishwashers and trade up to Finish Quantum, released at the tail end of 2005. While the brand continued to see value sales grow even during the recession, although at a reduced rate, most notably due to a downturn in the US ADW market in 2013, the Finish brand has been somewhat unaffected by the recession or the threat of private label, which might have been predicted to derail its development. 

While private label might still be considered a threat, rival brands Fairy and Cascade, although trailing, are fast becoming a notable challenger with packaging one way to achieve on-shelf differentiation. How long can Finish hold onto its throne? Euromonitor International investigates. 


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The Cheesecake Factory Takes its Success Worldwide

Although casual dining has been a long-struggling category in consumer foodservice, the niche segment of premium casual dining has performed particularly well in recent years. Premium casual includes chains such as The Cheesecake Factory, Bonefish Grill and BJ’s. The Cheesecake Factory continues to be a highlight with a strong presence in the US and recent expansion to countries including the UAE, Mexico and Brazil. The chain has consistently outperformed its peers in recent years and is expected to continue to grow worldwide over the next five years.

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April 15, 2014

Dietary Supplements Positioning Focus – Memory Health

Mark StrobelAnalyst Insight by Mark Strobel - Consumer Health Analyst

Dietary supplements is a booming business that accounts for a growing share of global consumer health retail value sales each year. As the health literacy of the general public improves, they increasingly turn to dietary supplements to improve or maintain their health, and growing healthcare costs and incidence of chronic illnesses lead consumers to these products as a preventive measure. Dietary supplements are progressively more targeted with specific formulations by need state, and the growing concern of cognitive well-being has driven the retail sales of memory health supplements. In 2013, memory health supplements outpaced the category as a whole to reach US$1.5 billion worldwide.

Global Retail Value Sales Year-On-Year Growth of Dietary Supplements and Memory Health Supplements 2008-2013

Source: Euromonitor International

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April 14, 2014

What are the Implications of Mars’ Acquisition of Procter & Gamble’s Pet Food Brands?

Damian ShoreAnalyst Insight by Damian Shore - Contributing Analyst

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Mars’ acquisition of the Iams, Eukanuba and Natura brands (outside Europe) from Procter & Gamble for US$2.9 billion in cash changes the dynamic of the dog and cat food market, particularly in North America. What will Mars get out of this deal, and what are the risks?

Mars will Account for a Quarter of the North American Market

As a result of this deal, Mars’ share of the North American dog and cat food market will jump from 16% to 25% (based on 2012 market share data), compared with Nestlé’s 36% share and the 11% share of both Del Monte and Colgate-Palmolive.

The real prize for Mars is undoubtedly the strong presence of Procter & Gamble’s brands in the North American premium segment, where they accounted for 19% of value sales in 2012. Combined with its existing 12% share, this almost puts Mars on a par with Nestlé (32%), ending its overdependence on economy and mid-priced brands and thus boosting its profitability.

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April 13, 2014

China and the US at Odds in Online Games

Rob-PorterAnalyst Insight by Rob Porter - Toys and Games Analyst

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Globally, online games is forecast a gain of more than US$4.7 billion in absolute terms over 2012-2017, making it one of the fastest growing categories in video games. However, not all markets will contribute to this growth. In the US, online games sales have shifted from a subscription payment model to a free-to-play system, hence the country’s weaker forecast. China, however, is anticipated strong growth globally in absolute sales over the coming years as online games there have witnessed a move in the opposite direction, from free-to-play to a subscription model.

Absolute Sales of Online Games in the US and China, 2012-2017

Source: Euromonitor International

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April 12, 2014

Blueberries the Most Dynamic Fruit in 2013

Simone_BarokeAnalyst Insight by Simone Baroke - Contributing Analyst

Blueberries’ exceptional consumer appeal made them the fastest-growing fruit of 2013, and there is no end in sight for their ardent growth trajectory. Blueberries have a number of coveted characteristics which make them superior to other types of fruit, including a good shelf life, convenience and superfruit status. Strawberries, cherries and grapes may, to date, be more popular in terms of volumes sold, but blueberries have excellent potential for catching up. High price points are still an issue, although this may soon be resolved as producers are making a concerted effort to boost supplies.

Blueberries Have What it Takes

Fresh cranberries/blueberries delivered an outstanding performance in 2013 as the fastest-growing fruit category in volume terms globally. With a growth rate of 9%, the category not only managed to double the gain achieved the previous year but also clocked up triple the growth mustered by fresh fruit overall.

There is no arguing that blueberries are the perfect berry snack. Compared to other popular berries, like strawberries and raspberries, which are highly “squish prone”, blueberries have a long shelf life. Besides washing, they need no further preparation before being consumed. From the consumer’s point of view, in terms of consumption convenience and durability, blueberries are on a par with grapes, which lack the coveted “superfruit” status.

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Recent Posts

Freshpet Rapidly Expanding in Mass-Market Retail in Canada

The Risks and Rewards of “Pepsi Made with Real Sugar”

Dishwasher Manufacturers Must Educate to Penetrate New Markets

Western European Phosphate Ban to Reward Innovative Formulations

The Battleground of Automatic Dishwashing

The Cheesecake Factory Takes its Success Worldwide

Dietary Supplements Positioning Focus – Memory Health

What are the Implications of Mars’ Acquisition of Procter & Gamble’s Pet Food Brands?

China and the US at Odds in Online Games

Blueberries the Most Dynamic Fruit in 2013