Food Bites : Prepared Custard
CATEGORY ANALYSIS
Aug 17th 2011, 12:13
Prepared custard is a ready-made dessert product, manufactured for immediate consumption by consumers.
The category is traditionally sold in a foil lined carton and is UHT processed to guarantee longer shelf life. Some players also market a bottled variety, resembling the historical milk bottle pack format.
This market is dependent on raw material supply by the milk market, with lower potential volume growth when milk supply dwindles. Prepared custard is often regarded as lesser priority category for producers and therefore if milk stocks are in short supply, the raw material is channelled into more profitable lines.
The category volumes have seen pressure from difficult economic times, as consumers tend to exclude luxury items from their baskets and prepared custard being considered a non-essential item. Evidence of this is seen in the tapering off of annual category growth rates post-2006.
Historically, the pricing for this product as been pushed up by retailers and wholesalers, though in recent years this trend has abated.Click here for more information on BMI Research
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