Brand Leaders
Staying ahead of the game.
by Pamela Accetta Smith
What’s in a name?
According to marketing experts, everything.
It is very important for a company to convey a
consistent and accurate understanding of what its brand name represents.
And just how critical is a brand name to a successful
business? Just ask the Nestlés, Deans, Krafts, Breyers or Yoplaits
of the world. Through the use of consistent long-term branding strategies,
these names have come to represent a very specific product image. Experts
say a brand name, if created successfully, defines a company’s
culture and products, and often provides a mental link for the consumer who
associates brand attributes with aspects of the company itself.
| TOP 10 natural shredded cheese brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $1,973.7 | 9.4% | 100.0 | 792.9 | 2.0% | 100.0 |
| Private Label | 839.0 | 6.5 | 42.5 | 349.7 | -2.0 | 44.1 |
| Kraft | 553.0 | 18.0 | 28.0 | 221.3 | 11.2 | 27.9 |
| Sargento | 224.0 | 1.2 | 11.4 | 85.0 | -5.8 | 10.7 |
| Crystal Farms | 78.9 | 18.6 | 4.0 | 30.5 | 14.5 | 3.9 |
| Borden | 64.3 | 12.1 | 3.3 | 31.2 | 2.0 | 3.9 |
| Kraft Classic Melts | 32.3 | -3.3 | 1.6 | 13.4 | -7.0 | 1.7 |
| Kraft Free | 30.5 | 12.8 | 1.6 | 11.1 | 8.5 | 1.4 |
| DiGiorno | 23.9 | -8.9 | 1.2 | 7.0 | -11.1 | 0.9 |
| Sorrento | 15.0 | -11.4 | 0.8 | 6.3 | -5.0 | 0.8 |
| Stella | 12.3 | 2.7 | 0.6 | 3.9 | -2.3 | 0.5 |
| *Total sales of all forms of natural shredded cheese brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
Many of the top brands listed in each dairy category
have held leadership positions for many years, but for those challenging
the top spots, reaching the top doesn’t come easy. Sometimes a line
extension with an innovative benefit such as packaging or healthful
initiative is enough to overthrow the leaders, or at least move up in the
ranks.
Regardless of where a brand ranks among its
competitors, maintaining market share can be difficult, and gaining market
share even more so. But a little strategic thinking can go a long way
toward building a successful brand.
According to marketing solutions Web site
ycommunicate.com, once a brand identity has been developed, regardless of
how or what it represents at the time of its creation, two basic elements
can affect the perceived meaning of a name or emotional attachment to a
name: advertising and unforeseen acts.
| Leading Brands by Category | |
| Flavored Milk/Eggnog/Buttermilk | Nestlé Nesquik |
| Natural Cheese | Kraft |
| Natural Shredded Cheese | Kraft |
| Ice Cream | Breyers |
| Frozen Novelties | Nestlé Drumstick |
| Pudding/Mousse/Gelatin/Parfaits | Jell-O |
| Yogurt/Yogurt Drinks | Yoplait |
| Butter | Land O’Lakes |
| Cottage Cheese | Breakstone |
| Sour Cream | Breakstone |
| Dip | T. Marzetti |
Each of these can affect a company, both negatively and
positively. Also, mass-media advertising builds a specific profile for a
company through a consistently conveyed message about its product. It can
often create top-of-mind awareness and long-term brand identity, or a call
to action on a specific initiative. By its very nature, a brand
identity’s effectiveness is rooted in its longevity.
But, of course, the product has to be good — darn
good.
What follows is a comprehensive look at the dairy case
— where does your brand rank?
| TOP 10 natural cheese brands* | |||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
||
| Total Category | $5,815.0 | 11.5% | 100.0 | 2,154.5 | 3.6 | 100.0 | |
| Private Label | 2,097.6 | 7.1 | 36.1 | 868.3 | -2.4 | 40.3 | |
| Kraft | 1,308.1 | 15.1 | 22.5 | 511.0 | 10.4 | 23.7 | |
| Sargento | 390.6 | 13.0 | 6.7 | 143.5 | 4.1 | 6.7 | |
| Tillamook | 194.9 | 12.1 | 3.4 | 43.8 | 5.5 | 2.0 | |
| Crystal Farms | 133.3 | 20.3 | 2.3 | 60.1 | 17.1 | 2.8 | |
| Sorrento | 105.2 | 18.5 | 1.8 | 32.6 | 14.7 | 1.5 | |
| Precious | 103.5 | 19.0 | 1.8 | 31.5 | 30.1 | 1.5 | |
| Frigo | 100.4 | 8.5 | 1.7 | 31.0 | -4.2 | 1.4 | |
| Polly-O | 92.7 | 14.5 | 1.6 | 26.4 | 9.4 | 1.2 | |
| Borden | 83.3 | 17.5 | 1.4 | 41.2 | 6.0 | 1.9 | |
| *Total sales of all forms of natural cheese in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | |||||||
| TOP 10 cottage cheese brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $867.0 | 0.9% | 100.0 | 414.8 | -0.0% | 100.0 |
| Private Label | 310.3 | -0.4 | 35.8 | 159.5 | -0.4 | 38.5 |
| Breakstone | 83.4 | 7.0 | 9.6 | 32.2 | 6.3 | 7.8 |
| Knudsen | 75.7 | -1.2 | 8.7 | 28.4 | -3.8 | 6.9 |
| Friendship | 27.2 | 1.9 | 3.1 | 13.2 | 1.9 | 3.2 |
| BreakstoneCottage Doubles | 27.2 | 5.0 | 3.1 | 24.7 | 7.8 | 6.0 |
| Dean’s | 26.8 | 1.3 | 3.1 | 12.2 | -2.3 | 2.9 |
| Hood | 22.6 | 26.1 | 2.6 | 10.5 | 18.8 | 2.5 |
| Light N Lively | 18.5 | -3.3 | 2.1 | 7.2 | -4.4 | 1.7 |
| Prairie Farms | 18.4 | 3.3 | 2.1 | 8.9 | 3.0 | 2.1 |
| Hiland | 14.5 | -20.4 | 1.7 | 7.4 | -21.1 | 1.8 |
| *Total sales of all forms of cottage cheese brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| TOP 10 frozen novelties brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $2,233.2 | 1.1% | 100.0 | 763.5 | -0.9% | 100.0 |
| Private Label | 329.6 | 1.1 | 14.8 | 140.9 | 1.0 | 18.5 |
| Nestlé Drumstick | 128.3 | 12.1 | 5.7 | 38.0 | 19.0 | 5.0 |
| Klondike | 122.6 | -7.0 | 5.5 | 41.1 | -10.1 | 5.4 |
| Weight WatchersSmart Ones | 99.4 | -2.8 | 4.5 | 23.2 | -6.1 | 3.0 |
| Dreyer’s/Edy’sWhole Fruit | 91.6 | 7.5 | 4.1 | 30.8 | 4.5 | 4.0 |
| Silhouette | 89.9 | -28.9 | 4.0 | 19.7 | -30.1 | 2.6 |
| Popsicle | 88.7 | -3.7 | 4.0 | 33.7 | -3.1 | 4.4 |
| Klondike Carb Smart | 66.0 | 1,248.2 | 3.0 | 17.7 | 1,286.3 | 2.3 |
| Häagen-Dazs | 55.5 | 16.1 | 2.5 | 18.5 | 20.5 | 2.4 |
| Klondike Slim-A-Bear | 50.1 | 7.0 | 2.3 | 15.1 | 5.4 | 2.0 |
| *Total sales of all forms of frozen novelties brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| TOP 10 Flavored Milk/Eggnog/Buttermilk brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $719.8 | -0.5% | 100.0 | 396.7 | -7.4% | 100.0 |
| Private Label | 199.9 | 3.8 | 27.8 | 110.7 | -1.8 | 27.9 |
| Nestlé Nesquik | 102.9 | -8.3 | 14.3 | 60.0 | -8.8 | 15.1 |
| Dean’s | 29.6 | -10.8 | 4.1 | 17.2 | -18.0 | 4.3 |
| Kemps | 26.0 | 43.8 | 3.6 | 11.4 | 11.0 | 2.9 |
| Hershey’s-Morningstar | 18.4 | -22.0 | 2.6 | 9.7 | -34.3 | 2.4 |
| Mayfield | 12.8 | 4.2 | 1.8 | 6.1 | -8.5 | 1.6 |
| Borden | 11.6 | -12.3 | 1.6 | 5.4 | -19.2 | 1.4 |
| Prairie Farms | 11.4 | 7.9 | 1.6 | 6.6 | 3.1 | 1.7 |
| Garelick Farms | 11.3 | 3.4 | 1.6 | 5.9 | -2.4 | 1.5 |
| Hood | 10.5 | 10.9 | 1.5 | 4.0 | 6.7 | 1.0 |
| *Total sales of all forms of flavored mik, eggnog and buttermilk brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| TOP 10 dips brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $394.8 | 2.0% | 100.0 | 190.5 | -3.3% | 100.0 |
| T.Marzetti | 75.9 | 4.4 | 19.2 | 25.4 | 2.9 | 13.3 |
| Dean’s | 48.5 | 3.5 | 12.3 | 28.1 | 1.3 | 14.8 |
| Heluva Good | 29.0 | 7.5 | 7.3 | 15.4 | -0.8 | 8.1 |
| Kraft | 28.5 | -11.9 | 7.2 | 17.6 | -12.2 | 9.2 |
| Classic Guacamole | 16.9 | -8.8 | 4.3 | 4.4 | -11.2 | 2.3 |
| Litehouse | 8.0 | 141.7 | 2.0 | 2.9 | 126.4 | 1.5 |
| Marie’s | 7.2 | -32.0 | 1.8 | 2.3 | -35.7 | 1.2 |
| Salads of the Sea | 4.6 | 161.1 | 1.2 | 1.4 | 157.1 | 0.8 |
| Bison | 4.5 | -6.8 | 1.1 | 2.8 | -4.6 | 1.5 |
| Yoders | 4.0 | 2.1 | 1.0 | 2.6 | -0.6 | 1.4 |
| *Total sales of all forms of dip brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| TOP 10 Ice Cream/Sherbet brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $4,375.4 | 1.0% | 100.0 | 1,349.5 | -1.7% | 100.0 |
| Private Label | 835.4 | -2.8 | 19.1 | 290.9 | -8.4 | 21.6 |
| Breyers | 529.1 | -2.9 | 12.1 | 152.6 | -2.8 | 11.3 |
| Dreyer’s/Edy’s Grand | 422.2 | 10.4 | 9.7 | 125.5 | 14.3 | 9.3 |
| Blue Bell | 246.3 | 3.8 | 5.6 | 75.8 | 2.3 | 5.6 |
| Häagen-Dazs | 211.5 | 14.3 | 4.8 | 63.6 | 16.7 | 4.7 |
| Ben & Jerry’s | 179.7 | -3.6 | 4.1 | 57.1 | -5.1 | 4.2 |
| Dreyer’s/Edy’sGrand Light | 129.7 | 55.5 | 3.0 | 36.0 | 61.3 | 2.7 |
| Wells’ Blue Bunny | 103.4 | -2.6 | 2.4 | 28.1 | -1.6 | 2.1 |
| Turkey Hill | 93.6 | 9.4 | 2.1 | 32.9 | 11.4 | 2.4 |
| Dreyer’s/Edy’s | 78.3 | 7.3 | 1.8 | 21.3 | 9.6 | 1.6 |
| *Total sales of all forms of ice cream and sherbet brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| Top Pudding/Mousse/Gelatin/Parfait Brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $570.4 | -0.1% | 100.0 | 260.5 | -4.8% | 100.0 |
| Jell-O | 145.1 | 5.4 | 25.4 | 52.0 | 2.0 | 20.0 |
| Jell-O Gelatin Snacks | 86.2 | 11.1 | 15.1 | 30.4 | 8.0 | 11.7 |
| Kozy Shack | 83.3 | 10.5 | 14.6 | 34.4 | 4.6 | 13.2 |
| Jell-O Free | 56.3 | -3.9 | 9.9 | 19.8 | -6.8 | 7.6 |
| Swiss Miss | 48.2 | 8.2 | 8.5 | 18.9 | 8.4 | 7.3 |
| Private Label | 34.6 | 0.1 | 6.1 | 18.2 | 5.7 | 7.0 |
| Jell-O Smoothie | 22.8 | 59.4 | 4.0 | 7.9 | 54.6 | 3.1 |
| Jell-O Extreme | 15.0 | -22.9 | 2.6 | 5.4 | -25.1 | 2.1 |
| Jell-O Crème Savers | 11.1 | -54.3 | 2.0 | 3.9 | -55.7 | 1.5 |
| Señor Rico | 9.3 | 1.4 | 1.6 | 29.0 | -4.5 | 11.1 |
| *Total sales of all forms of pudding, mousse, gelatin and parfait brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| TOP 10 Yogurt/Yogurt Drink brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $2,799.7 | 6.7% | 100.0 | 3,180.4 | 3.2% | 100.0 |
| Private Label | 330.8 | -0.7 | 11.8 | 585.1 | 1.7 | 18.4 |
| Yoplait | 283.5 | -0.8 | 10.1 | 438.5 | 1.6 | 13.8 |
| Yoplait Light | 174.5 | 12.6 | 6.2 | 275.5 | 18.6 | 8.7 |
| Dannon Light ‘n’ Fit | 164.2 | 6.5 | 5.9 | 208.5 | 5.4 | 6.6 |
| Yoplait Go-Gurt | 129.4 | 5.3 | 4.6 | 49.0 | 5.7 | 1.5 |
| Dannon Danimals | 94.6 | 2.5 | 3.4 | 38.4 | -8.3 | 1.2 |
| Yoplait Trix | 91.5 | -1.6 | 3.3 | 36.4 | -1.4 | 1.1 |
| Yoplait Whips | 86.0 | 1.7 | 3.1 | 137.7 | 6.7 | 4.3 |
| Stonyfield Farm | 83.7 | 13.3 | 3.0 | 65.5 | 14.6 | 2.1 |
| Dannon Fruiton the Bottom | 78.0 | 0.6 | 2.8 | 128.8 | 2.1 | 4.1 |
| *Total sales of all forms of yogurt and yogurt drink brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| Top Butter Brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $1,277.8 | 18.4% | 100.0 | 441.7 | -9.3% | 100.0 |
| Private Label | 581.0 | 20.1 | 45.5 | 220.6 | -11.2 | 49.9 |
| Land O’Lakes | 379.5 | 14.7 | 29.7 | 115.1 | -8.8 | 26.1 |
| Challenge | 63.4 | 19.7 | 5.0 | 18.7 | 3.5 | 4.2 |
| Breakstone | 32.3 | 23.6 | 2.5 | 13.4 | 0.6 | 3.0 |
| Tillamook | 29.1 | 33.1 | 2.3 | 9.1 | 6.3 | 2.1 |
| Crystal Farms | 23.9 | 25.9 | 1.9 | 9.1 | -8.0 | 2.1 |
| Kellers | 19.6 | 9.1 | 1.5 | 6.8 | -20.8 | 1.6 |
| Hotel Bar | 16.2 | 0.2 | 1.3 | 5.8 | -25.7 | 1.3 |
| Cabot | 15.1 | 19.0 | 1.2 | 4.5 | -8.8 | 1.0 |
| Darigold | 9.8 | 4.1 | 0.8 | 3.4 | -22.8 | 0.8 |
| *Total sales of all forms of butter brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
| TOP 10 sour cream brands* | ||||||
| $ Sales(In Millions) | % Changevs. Year Ago | $ share |
Unit Sales(In Millions) | % Changevs. Year Ago | unit share |
|
| Total Category | $673.2 | 3.7% | 100.0 | 438.9 | -1.5% | 100.0 |
| Private Label | 196.0 | 3.0 | 29.1 | 149.2 | -1.6 | 34.0 |
| Breakstone | 102.7 | 1.5 | 15.3 | 69.1 | -1.8 | 15.7 |
| Daisy | 80.7 | 23.5 | 12.0 | 45.6 | 16.4 | 10.4 |
| Knudsen Hampshire | 50.3 | -4.1 | 7.5 | 22.1 | -6.9 | 5.0 |
| Daisy Light | 31.2 | 17.2 | 4.6 | 17.7 | 10.4 | 4.0 |
| Friendship | 13.4 | 8.0 | 2.0 | 11.2 | -0.7 | 2.6 |
| Knudsen | 10.5 | -4.1 | 1.6 | 5.1 | -8.1 | 1.2 |
| Dean’s | 9.6 | -4.8 | 1.4 | 6.6 | -12.8 | 1.5 |
| Cacique | 9.4 | -3.5 | 1.4 | 2.7 | -8.2 | 0.6 |
| Tillamook | 9.1 | 3.4 | 1.4 | 5.4 | 2.2 | 1.2 |
| *Total sales of all forms of sour cream brands in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) in the 52-week period ending December 26, 2004. Source: Information Resources Inc. | ||||||
