TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: milk 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Milk 9
Value analysis (Canadian Dollar), 2004?09 9
Value analysis (Canadian Dollar), 2009?14 10
Value analysis (US dollars), 2004?09 12
Value analysis (US dollars), 2009?14 13
Volume analysis, 2004?09 15
Volume analysis, 2009?14 16
Company and brand share analysis 19
Distribution analysis 23
Expenditure and consumption per capita 25
Chapter 4 Macroeconomic Profile 31
Macroeconomic Indicators 31
Chapter 5 Research Methodology 36
Methodology overview 36
Secondary research 37
Market modeling 38
Creating an initial data model 38
Revising the initial data model 38
Creating a final estimate 39
Creating demographic value splits 39
Primary research 39
Data finalization 40
Ongoing research 40
LIST OF FIGURES
Figure 1: Milk, Canada, value by segment (C$m), 2004?14 11
Figure 2: Milk, Canada, category growth comparison, by value, 2004?14 14
Figure 3: Milk, Canada, volume by segment (kg/liters, million), 2004?14 17
Figure 4: Milk, Canada, category growth comparison, by volume, 2004?14 18
Figure 5: Milk, Canada, company share by value (%), 2008?09 21
Figure 6: Milk, Canada, distribution channels by value (%), 2008?09 24
Figure 7: Annual data review process 37
LIST OF TABLES
Table 1: Milk category definitions 3
Table 2: Milk distribution channels 4
Table 3: Milk, Canada, value by segment (C$m), 2004?09 9
Table 4: Milk, Canada, value forecast by segment (C$m), 2009?14 10
Table 5: Milk, Canada, value by segment ($m), 2004?09 12
Table 6: Milk, Canada, value forecast by segment ($m), 2009?14 13
Table 7: Milk, Canada, volume by segment (kg/liters, million), 2004?09 15
Table 8: Milk, Canada, volume forecast by segment (kg/liters, million), 2009?14 16
Table 9: Milk, Canada, brand share by value (%), 2008?09 19
Table 10: Milk, Canada, value by brand (C$m), 2008?09 20
Table 11: Milk, Canada, company share by value (%), 2008?09 22
Table 12: Milk, Canada, value by company (C$m), 2008?09 22
Table 13: Milk, Canada, distribution channels by value (%), 2008?09 23
Table 14: Milk, Canada, value by distribution channel (C$m), 2008?09 23
Table 15: Milk, Canada, expenditure per capita (C$), 2004?09 25
Table 16: Milk, Canada, forecast expenditure per capita (C$), 2009?14 26
Table 17: Milk, Canada, expenditure per capita ($), 2004?09 27
Table 18: Milk, Canada, forecast expenditure per capita ($), 2009?14 28
Table 19: Milk, Canada, consumption per capita (kg/liters), 2004?09 29
Table 20: Milk, Canada, forecast consumption per capita (kg/liters), 2009?14 30
Table 21: Canada population, by age group, 2004?09 (millions) 31
Table 22: Canada population forecast, by age group, 2009?14 (millions) 32
Table 23: Canada population, by gender, 2004?09 (millions) 32
Table 24: Canada population forecast, by gender, 2009?14 (millions) 33
Table 25: Canada nominal GDP, 2004?09 (C$bn, nominal prices) 33
Table 26: Canada nominal GDP forecast, 2009?14 (C$bn, nominal prices) 33
Table 27: Canada real GDP, 2004?09 (C$bn, 2000 prices) 34
Table 28: Canada real GDP forecast, 2009?14 (C$bn, 2000 prices) 34
Table 29: Canada real GDP, 2004?09 ($bn, 2000 prices) 34
Table 30: Canada real GDP forecast, 2009?14 ($bn, 2000 prices) 35
Table 31: Canada consumer price index, 2004?09 (2000=100) 35
Table 32: Canada consumer price index, 2009?14 (2000=100) 35
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