Kamis, 27 Oktober 2011

Livestock, Dairy and Poultry Outlook

Amidst drought and domestically high feed prices, exports are flourishing, according to Rachel J. Johnson in the latest report from US Department of Agriculture (USDA) Economic Research Service.
USDA Economic Research Service

Summary

Beef/Cattle

Drought conditions continue to result in Southern cows going to slaughter and Southern calves going to feedlots.

Also resulting from the drought, corn and hay prices are increasing as cow and fed cattle prices slip.

Despite deteriorating feed-fed cattle price relationships, feeder cattle prices appear mostly steady.

Beef/Cattle Trade

The exchange rate continues to hamper imports of beef to the US, while US beef exports remain at markedly higher levels, a result of herd liquidation and a larger exportable supply as well as of the exchange rate.

Mexican cattle imports are 20 per cent higher through July; however, declines in Canadian cattle imports continue to offset the increases in Mexican cattle imports.

Pork/hogs

High feed costs are expected to reduce the weights at which live hogs are marketed for slaughter for the remainder of the year and through 2012.

Lower slaughter weights are forecast to marginally reduce pork production during this period.

China was a major buyer of US pork products in July. Total pork exports in July were almost 18 per cent higher than a year ago.

Poultry

The US broiler meat production estimate for third-quarter 2011 was increased by 25 million pounds to 9.4 billion pounds, down only one per cent from the previous year.

While the number of chicks being placed for grow-out is down significantly from a year earlier, average live bird weights at slaughter have continued to be much higher than during the same period in 2010.

Over the last five weeks, an average of 162 million broiler chicks were placed weekly for grow-out, down five per cent from a year earlier.

Turkey meat production in July was 448 million pounds, down four per cent from July 2010. This was the first monthly decline in US turkey meat production in 2011, and over the first seven months of 2011, turkey meat production was 4.1 per cent higher than during the same period in 2010.

Poultry trade

Broiler and turkey shipments rose in July from a year ago. Broiler shipments totalled 668 million pounds, an increase of 28.6 per cent from July 2010 shipments. Turkey shipments totaled 53 million pounds, a one per cent increase from last year.

Lamb/Mutton

Tight supplies in July and August, 2011 have kept live auction slaughter lamb prices and wholesale carcass prices consistently above those in 2010.

Prices are expected to remain strong for the rest of 2011, which could contribute to an increase in lamb retention. Producers may be inclined to increase lamb retention rates in expectation of continued high prices.

However, drought conditions in the Southwest US, a major lamb producing area, could affect retention plans.

Dairy

Sharply higher feed prices for the balance of 2011 and into 2012 and lower forecast milk and dairy product prices next year will lead to a slight retrenchment in cow numbers. However, production per cow and milk production are expected to continue to rise both this year and next.

Beef/Cattle

No drought relief from recent tropical storm activity

Some areas in the Southeast—primarily parts of Louisiana, Mississippi, Alabama, Tennessee, and up through the Appalachians – received hurricane/tropical storm-related rains during early September. While these rains improved prospects for some limited areas with cool-season pastures for this fall/winter which, given hay prices, could help alleviate some of the drought-related cow-herd liquidation in those limited areas-the rains were not widespread enough to relieve most of the drought-affected areas.

Pastures in other areas near the hurricane-lashed Atlantic Coast also benefited from hurricane Irene’s rain shadow but again, were not widespread enough to affect more than limited local conditions. As a result, prospects for winter wheat pasture over most of the Southern Plains remain dismal at best over the near term. Hay prices have increased significantly, especially in Southern areas. Some of the failed corn was likely salvaged for feed in some areas. Farther north, areas of the Midwest became increasingly drier, further reducing current corn crop prospects.

One implication is that only the most valuable cows will justify expenses for hay supplies to feed them through the winter, and calves will likely continue being placed in feedlots, whether on growing rations or full feed rations. Those more or less typical placements of heavier calves and yearlings in feedlots – although probably not at weights as heavy as in a year with more normal precipitation – will likely go to market in late 2011 or early 2012.

The less typical, drought-induced placements of the lightweight portion of calves will not reach market weight – also likely to be somewhat low – and finish until early 2012. As drought-induced placements continue, they will contribute to already larger year-over-year marketings from feedlots of 1,000 head or more and commercial steer and heifer slaughter, which will exert some downward pressure on fed cattle prices until the extra placements are worked through.

The National Agricultural Statistics Service’s (NASS) United States and Canadian Cattle report released on 22 August indicated a two per cent decrease in 1 July Canadian cow inventories, but a seven per cent increase in beef replacement heifers. This seven per cent increase in beef replacement-heifer inventories is likely directed at capturing the earliest demand for breeding females and calves in 2013 and beyond. It appears that similar inventory adjustments could be occurring in the northern United States.

Although the 1 January NASS Cattle inventory report indicated, some heifer retention in most Northern tier States, evidence thus far of Northern tier replacement heifer retention has been predominantly anecdotal. In either case, increased replacement heifer retention could position cow-calf producers in those Northern areas where there are adequate pastures and winter feed to take advantage of the anticipated reduced supplies of cows and feeder cattle, beginning in mid- to late 2012.

Drought increases beef production potential

Due to the drought-induced placements of feeder cattle, feedlots in the Southern Plains are increasingly full of cattle. The numbers of cattle placed at lighter weights in Southern Plains feedlots will result in generally longer feeding periods and lower slaughter weights when they go to market. Although dressed weights are increasing seasonally, they are not increasing as fast as in other years because of the large placements of lightweight calves, and atypical patterns in placement weights and fed cattle weights are occurring.

These lightweight placements will likely lead to slightly reduced beef production on a per-head basis but they could result in total steer and heifer beef production for the remainder of 2011 and perhaps into the second quarter of 2012, that is close to year-earlier production. Cattle marketed from Central and Northern Plains feedlots continue to sell at an unseasonal premium over Southern Plains feedlots, as they have for most of 2011.

The premiums, at least in part, are likely due to the larger numbers of generally heavier yearling cattle preferred by packers being marketed from Northern and Central Plains feedlots, whereas the Southern Plains feedlots are marketing relatively larger numbers of calves.

Estimated cattle feeding margins (for High Plains Cattle Feeding Simulator results, click here) turned negative in May 2011, following almost a year and a half of positive or near-positive margins. Current simulated cattle feeding margins imply losses of well over $100 per head, and with current expectations for higher corn prices, steady feeder cattle prices, and steady-to-declining fed cattle prices, negative margins appear likely to continue through the remainder of 2011, possibly into early 2012.

The spread between weekly wholesale Choice and Select cut-out values has widened since mid-August as Select cut-out values have declined relative to Choice, perhaps due to a decline in the price of Select middle meats relative to Choice. The large supplies of cow beef are adversely affecting processing beef imports, while helping to maintain sufficient supplies of ground products.

Dressing percentages for steers and heifers are creeping upward, which often implies more fat on carcasses. Higher dressing percentages and the implied larger amount of fatter trim per carcass could partially account for the recent decline in relative prices of 50 per cent lean trim compared with leaner trim like 90 per cent lean trim.

Monthly average retail Choice beef prices declined steadily from their record peak this past May through July but in August 2011, jumped back to $4.87, equalling May 2011’s high. Despite the August price, retail beef prices could decline into fall and winter due to the seasonal post-Labor Day decline in demand for grilling proteins, especially in light of the potential for increasing supplies of beef, abundant supplies of pork and poultry, and declining wholesale and retail pork prices.

Beef/Cattle Trade

Strong growth in US beef exports to major export markets continues

A weak US dollar and higher year-over-year production levels have resulted in US beef exports continuing well above year-ago levels. Exports through July are 27 per cent higher, year-over-year. Strong export growth continues to many of the United States’ top beef export markets, including Canada (+36 per cent), Japan (+44 per cent) and Korea (+56 per cent). Exports to Mexico are fractionally below year earlier levels. Exports to these four countries combined have accounted for 68 per cent of total US beef exports through July. Strong year-over-year export growth has also continued to Hong Kong (+54 per cent), Russia (+56 per cent) and Egypt (+30 per cent).

The US dollar has weakened against the currencies of major US beef-importing countries, most notably over the past year, and has facilitated much of the growth in exports. The Japanese yen reached a new low against the US dollar in August at ¥76.40 per US$ and averaged ¥76.97 per US% for the month, also a low. The South Korean won was also at the lowest levels this summer (KRW1057.85 per US$) since August 2008. The won strengthened slightly in August to average KRW1075.85 per US$.

While the exchange rate has been favourable to US exports and will remain relatively weak, more beef has also been available for export. Drought in the southern half of the United States has prompted US producers to continue culling herds. Cattle have been pulled forward into feedlots, a trend that has been in place for most of the past year, elevating production levels in the short term.

US beef export levels are expected to remain elevated through the third quarter, as a relatively larger amount of beef will remain available for export. Third-quarter growth is forecast at 24 per cent. Export levels for the fourth quarter are expected to be fractionally below year-earlier levels as the US beef supply begins to tighten into 2012. Total US beef exports for 2011 are forecast at 2.71 billion pounds, 18 per cent higher year-over-year.

Beef imports hampered by exchange rate and supply limitations

While favourable exchange rates aid US beef exports, the converse is true for imports of beef to the United States. Product flow from major suppliers has been challenged by strong currencies in addition to supply limitations, namely from Australia and Canada. US beef imports through July were 17 per cent below year-earlier levels, 26 per cent lower from Canada and 29 per cent lower from Australia. The US dollar hit a new low in July against the Canadian dollar at C$0.95 US$, as did the Australian dollar at A$0.93 per US$.

Since then, the exchange rate has only marginally improved for exporters of beef to the United States, and supply limitations from these countries have further hampered imports. Herd rebuilding in Australia has constrained the supply of beef for over a year and, as with the US cattle herd, Canadian cattle inventories are at cyclical and historic lows. Increases in beef imports are expected to begin in the fourth quarter, with 13 per cent year-over-year growth forecast. Beef import totals for 2011 are forecast at 2.09 billion pounds, and 15 per cent growth is forecast for 2012, at 2.41 billion pounds.

Increase in Mexican cattle imports offset by decline in Canadian cattle imports

Mexican cattle imports through July are 20 per cent higher than the same period last year. Much of northern Mexico is still experiencing ‘severe to exceptional’ drought, similar to Texas, especially states from which the majority of US live cattle imports are imported, including Chihuahua and Sonora. This factor, along with US feeder cattle prices that have averaged over $27 per hundredweight (cwt) higher this year (January-August) than comparable Mexican feeder prices, has fuelled the increases in Mexican cattle imports. These lightweight cattle from Mexico have largely been placed directly in feedlots.

Imports of Canadian cattle, however, are 41 per cent lower year-over-year, and that decrease is more than offsetting the increase in imports of Mexican cattle. The US-Canadian slaughter cattle price differential has narrowed since June, but has seldom been above year-earlier levels. Total US cattle imports through the first half of the year are 12 per cent lower than the same period a year earlier. This year, 2.15 million head are forecast to be imported six per cent below 2010; 2.05 million head are forecast to be imported next year, with the decrease also a function of tight inventories in Canada and Mexico.

Pork/Hogs

High feed prices likely to drive hog weights lower

With larger anticipated fall-quarter hog numbers just around the corner, US hog prices have tailed-off steadily since reaching a record-high of $79.33 per cwt in early August. At the same time, cash prices of corn in Iowa, the largest hog-producing state in the country, have traded in the high $6 to low $7 per bushel range since mid-July.

Declining output prices, concurrent with increasing costs of major feed inputs, spell narrower spreads between the cost of feed and the selling price of finished hogs. While producers’ estimated quarterly feed cost spreads remain positive through 2012 – calculated with USDA forecast prices of corn, soybean meal and hogs – spreads will narrow for the fourth quarter of 2011, and spreads for the first three quarters of 2012 are below those of 2011.

Hog producers are likely to respond to lower feeding spreads by reducing the weights at which they market hogs for slaughter. However, packer discounts for underweight animals are likely to limit producer incentives to reduce slaughter weights too sharply. USDA is reflecting expectations for narrowing feed spreads in lower year-over-year estimated average dressed weights for the second half of 2011 and into 2012. Third-quarter commercial pork production is expected to be nearly 5.5 billion pounds, about one per cent higher than a year ago. Fourth-quarter pork production is anticipated to be 6.1 billion pounds, about one per cent below the same period last year. Prices for live equivalent 51-52 per cent hogs are expected to average $70-$71 per cwt in the third quarter, about 17 per cent above a year ago. Fourth-quarter prices are expected to be $60-$64 per cwt, almost 24 per cent above the same period last year.

China a major buyer of US pork products in July

US pork exports were up sharply in July, propelled largely by shipments to Asia – China and South Korea in particular. July exports were 386 million pounds, almost 18 per cent higher than a year ago. Evidence of China’s rumoured purchases of US pork products finally showed up in US export statistics: China purchased about 44 million pounds of US pork products in July, more than double the July 2010 volume.

Importation of US pork products appears to be part of an effort by the Government of China to supplement domestic pork supplies in order to reduce food price inflation. Lower–than– expected pork production this year, due to disease outbreaks in 2010 and continued industry exit by small backyard producers, comes at a time when strong economic growth and increasing disposable income have increased pork demand and pork prices. US exports to China are likely to remain year-over-year higher for the balance of 2011.

Third-quarter US pork exports are expected to be 1.2 billion pounds, more than 26 per cent above a year ago. Fourth-quarter exports are forecast at 1.3 billion pounds, an increase of more than 13 per cent over fourth quarter 2010. Total exports this year are expected to reach 4.95 billion pounds. Total exports in 2012 are forecast at 5.135 billion pounds, an increase of almost four per cent. Although still robust, the growth rate of 2012 exports is expected to moderate compared with 2011 as Asian pork supplies rebound from production declines due to disease problems.

Poultry

Third-quarter broiler estimate increased and fourth-quarter estimate lowered

The US broiler meat production estimate for third-quarter 2011 was increased by 25 million pounds to 9.4 billion pounds, down only one per cent from the previous year. While the number of chicks being placed for grow-out is down significantly from a year earlier, average live bird weights at slaughter have continued to be much higher than during the same period in 2010, almost completely negating the downturn in the number of broilers going to slaughter.

The broiler meat production estimate for the fourth quarter was lowered to 9.2 billion pounds, down 25 million pounds from the previous estimate. The reduction in fourth-quarter production stems chiefly from the impact of continued lower chick placement. However, unlike in third-quarter 2011, live bird weight at slaughter is expected to be much closer to that of the previous year. The new production estimate for 2012 is 37.5 billion pounds, only a slight increase from the previous year. This downward revision in the 2012 production estimate was due to expected continued high grain prices, along with only minor improvements in the domestic economy.

Broiler meat production in July was 3.0 billion pounds, down 1.5 per cent from a year earlier. This decline in production can be attributed chiefly to the fact that July 2011 had one fewer slaughter day than the previous year. The number of birds slaughtered in July was down 4.7 per cent to 696 million. Most of the decrease in the number of birds slaughtered was offset by a three per cent gain in average liveweight, to 5.76 pounds.

During August and September, the number of chicks placed for grow-out is expected to remain well below the level of the previous year, while higher average weights are also expected to continue. Average weights in the fourth quarter are expected to be only slightly higher than the previous year. For the five-week period ending 10 September, the National Agricultural Statistics Service estimated that an average of 162 million broiler chicks were placed weekly for grow-out. This is a five per cent decrease from the similar period in 2010. Since the middle of June, the year-over-year declines in the number of chicks placed have grown from only slightly lower to sharply lower. This pattern of strong declines in chick placements for grow-out is expected to continue through the remainder of the third quarter and into the fourth.

Stock levels up slightly at the end of July

After being unchanged in June, the quantity of broiler products in cold storage at the end of July rose by just under 10 million pounds to 726 million pounds, 14 per cent higher than the previous year. Although the stock levels rose for a number of the reported categories, most the increase was in the basket category of unidentified products, which saw an increase of 22 million pounds to 301 million pounds, or 41 per cent of all broiler holdings in cold storage. With slower growth in production in the third quarter, stock levels are expected to decline to 685 million by the end of the third quarter and are expected to be 700 million pounds at the end of 2011.

Breast meat prices move higher in August

While prices for most breast meat products increased in August compared with July levels, prices for these products continue to be well below their year-earlier levels. Wholesale prices for boneless/skinless breast meat in the Northeast market averaged $1.29 per pound in August.

Although up nine cents from the July price, it is 36 cents (22 per cent) lower than a year earlier. Prices for breasts with ribs and tenderloins have followed a similar pattern. Prices for leg meat products are stronger than the previous year. Prices for leg quarters averaged $0.50 per pound in August, up over five cents from the previous month and 23 per cent higher than in August 2010. Prices for other leg meat products have also had strong gains compared with the previous year. Prices for whole thighs and boneless/skinless thigh meat are both over 30 per cent higher than a year earlier.

Lower broiler meat production in fourth quarter 2011 would normally be expected to place upward pressure on most broiler product prices. However, with a weak economy and relatively high cold storage levels, it is likely to take some time before significant price increases are seen, especially for breast meat products.

Turkey production down four per cent in July

Turkey meat production in July was 448 million pounds, down four per cent from July 2010, which, in turn, was down four per cent from July 2009. The decrease was chiefly due to the fact that July 2011 had one fewer slaughter day than July 2010. The reduced number of slaughter days led to a lower number of turkeys slaughtered but average weights were actually up slightly.

In July, the number of turkeys slaughtered was 19.4 million, a decrease of just over five per cent from the previous year. The average live weight at slaughter was 29.1 pounds, up 1.8 per cent from the previous year. July was the first monthly decline in US turkey meat production in 2011. Over the first seven months of 2011, turkey meat production was 4.1 per cent higher than during the same period in 2010. The forecasts for the third and fourth quarters of 2011 are 1.42 and 1.49 billion pounds, respectively. The forecast for the third quarter is slightly higher than the previous year as higher average weights are expected to counterbalance any reductions in the number of birds slaughtered, and production in fourth-quarter 2011 is expected to be down over two per cent from the previous year, due to a lower number of birds slaughtered.

The estimate for 2012 turkey meat production is 5.7 billion pounds, a decline of slightly less than one per cent from production in 2011. The reduction is expected to arise from a lower number of poults placed for grow-out as higher grain prices and a weak domestic economy put downward pressure on production, although there may some increases in the later part of 2012. For 21 consecutive months between September 2009 and May 2011 cold storage holdings of turkey products were lower on a year-over-year basis.

This changed in June 2011, when cold storage holdings were up slightly, and even with a decline in turkey meat production, cold storage holdings in July rose to 525 million pounds, five per cent higher than the previous year. At the end of July, cold storage holdings of whole turkeys were 288 million pounds, still down one per cent from the previous year. The lower cold storage holdings for whole birds are the result of fewer whole toms in cold storage (151 million pounds, down seven per cent) as holdings for whole hens totalled 137 million pounds, up seven per cent from the previous year. At the end of July, holdings of turkey parts totalled 237 million pounds, 12 per cent higher than a year earlier. While the amount of whole birds and breast meat was down slightly from the previous year, cold storage holdings of other turkey products were all significantly higher, even with a strong export market.

Total cold storage holding are expected to fall to 485 million pounds by the end of third-quarter 2011, two per cent higher than the previous year. By the end of 2011, cold storage holdings of whole turkeys and turkey parts are forecast at 200 million pounds, up about four per cent from the very low ending stocks of 2010.

The divided nature of cold storage holdings of whole turkeys may have an uneven impact on whole bird prices through the rest of the third quarter and into the fourth quarter. In August, the national wholesale price for frozen whole hen turkeys was $1.05 per pound, eight per cent higher than a year earlier and one cent higher than the previous month. Prices for frozen tom turkeys were $1.07 per pound, a 10 per cent increase from the previous year. The national prices for both hens and toms have increased at similar amounts, although the stocks positions are very different for the two products.

Table egg flock down slightly in July

In July, the number of birds in the table egg flock was reported at 279.3 million, down just under one per cent from a year earlier. This is the third consecutive month that the size of the table egg flock has been below the previous year and the flock size was lower in five of the first seven months in 2011. But even with the small decline in the number of hens in the flock, table egg production in July was slightly higher at 554 million dozen, up 0.6 per cent from the previous year. Over the first seven months of 2011, table egg production totalled 3.82 billion dozen, up less than one per cent from the same period in 2010. Thus, for most of the first seven months of 2011, the increase in table egg production was due to a higher rate of eggs laid per hen.

The hatching flock for meat-type birds (broiler-breeder flock) was reported at 53.6 million in July, down almost three per cent from the previous year. The number of hens in the broiler hatchery flock has been lower on a year-over-year basis for the last six consecutive months. These decreases reflect the decrease in broiler chick demand as broiler integrators have faced large increases in production costs due to high grain prices and relatively weak domestic demand.

In August 2011, the wholesale price for eggs in the New York market averaged $1.32 per dozen, up about 28 cents per dozen from the previous month and up 25 cents from the previous year. However, this spike in prices seems to be a short-term phenomenon with prices in the early part of September having dropped to around $1.10 per dozen.

With this short-lived run-up in egg prices, the third-quarter 2011 average for New York egg prices is now expected to average $1.12-$1.13 per dozen, up almost $0.20 from third-quarter 2010. Prices in fourth-quarter 2011 are forecast at $1.15-$1.21 per dozen. This strengthening in prices in the fourth quarter is expected to come from both a continued smaller table egg flock and a normal seasonal demand increase.

Egg exports higher in July

US egg exports totalled 20.3 million dozen in July, up 4.6 per cent from a year earlier. During the first seven months of 2011, the shell egg equivalent of total egg exports totalled 159.6 million dozen, up 11 per cent from the previous year. Even with domestic prices for table egg prices strengthening slightly in July, exports were higher to a number of countries. A good percentage of the increase was from higher exports to Asian markets. Total egg exports to Japan, Hong Kong and Korea were all significantly higher than the previous year. However, these increases were partially counterbalanced by lower exports to Canada.

Total egg and egg equivalent exports in 2011 are forecast at 279 million dozen, down slightly from the previous forecast but up eight per cent from 2010. With a relatively weak US dollar, egg exports are expected to remain strong through the end of 2011, with much of the growth from shipments to Asian markets.

Poultry Trade

Broiler shipments up considerably in July

Broiler shipments in July 2011 totalled 668 million pounds, 28.6 per cent more than in July 2010. Countries that made major contributions to this increase include Russia, Hong Kong, Angola, Cuba and Georgia. Together, these five markets represented 33 per cent of the total broiler exports for July 2011 compared with 18 per cent a year ago.

One of the markets that will be essential to helping third-quarter broiler exports reach a level comparable to the 2010 fourth-quarter is Russia. Although the United States shares Russia’s import quota with Brazil, US leg quarter prices are more competitive than Brazil. Thus, as Russia increases its broiler imports and draws down its 2011 quota, broiler shipments in the third quarter could be 1.65 billion pounds, barring no unusual changes in broiler flows to the leading US broiler market, Mexico.

Turkey shipments rose slightly in July

Turkey shipments in July 2011 increased only one per cent from a year earlier. A total of 52.8 million pounds of turkey meat were shipped in July 2011. Most of the increase in turkey shipments went to Mexico, which imported four million pounds, or 15 per cent more turkey meat than it did in July 2010, and accounted for 58 per cent (30.4 million pounds) of the US total turkey shipments. Percentage-wise, Canada and Hong Kong saw the largest increases in turkey shipments in July 2011. Almost three million pounds, 60 per cent more turkey meat was exported to Hong Kong, the third-largest market for US turkey, than a year earlier. Canada also helped contribute to July’s increase with shipments more than doubling (a 107-per cent rise) from July 2010. Mexico, Hong Kong and Canada were responsible for almost all of July’s increase in turkey shipments. However, almost all increases in July’s broiler exports by Mexico, Hong Kong and Canada were offset by low shipments to the Dominican Republic, China and Taiwan.

Lamb/Mutton

Lamb prices continue to hit record levels

Live auction slaughter lamb prices at San Angelo, Texas for July and August 2011 were consistently above those in 2010. Choice Slaughter lamb prices at San Angelo averaged $155 and $175, respectively, per cwt during the first and second quarters of 2011, more than $15 per cwt higher than any period in 2010. Third-quarter Choice prices are expected to average $168-169 per cwt. Low production in July and August 2011 has also kept wholesale carcass prices consistently above those in 2010. Continued tight supplies could trigger a higher than normal rate of lamb retention. However, drought conditions in the southwest United States, a major lamb-producing area, could affect retention plans.

Sharp decline in third-quarter production expected

Third-quarter 2011 commercial production of lamb and mutton is forecast at 36 million pounds. This is about eight per cent below the third quarter of 2010 and is expected to be the lowest US quarterly lamb production on record. July commercial slaughter lamb production totalled 10.9 million pounds, and August is expected to be about 12.7 million pounds. Both the volume of lamb and mutton slaughtered and the average slaughter weights are expected to be below 2010 levels. Third quarter is typically the lowest production period for lamb and mutton, but high prices and possible high retention could be exacerbating the record low production.

Imports have been steady for 2011, continuing to partly offset the tight domestic supplies. Lamb and mutton imports in the first seven months were 111 million pounds, up five per cent from the same period last year. Third-quarter imports are forecast at 33 million pounds, six per cent above the same period last year. Import increases for the rest of 2011 are expected, as continued tight domestic supplies are expected to persist. Despite a relatively strong Australian currency relative to the US dollar, imports of Australian lamb have not slowed. Australia continues to be one of the major suppliers of global lamb.

Lamb and mutton exports have increased during the first seven months of 2011 to 11 million pounds, up six per cent from the same period in 2010. Third- and fourth-quarter 2011 exports are forecast at four million pounds each, 25 per cent above those quarters in 2010.

Live exports at record lows

The 2011 live sheep and lamb exports are at record lows. Live exports for the first seven months have been 40,882 head, 54,000 head below the same period last year. Live exports are mainly to Mexico and are normally mature and/or culled animals. Given the fairly strong prices in all categories of the sheep complex, it is likely that producers are retaining ewes for flock expansion. This could bode well for the breeding sheep inventory, which has experienced declines for the past three consecutive years.

Special Article: Positive Outlook for Sheep Prices World-Wide Amid Tight Supplies

Long-term trends and recent market developments have acted to increase the price of lamb and mutton meat in markets around the world in recent years. Price increases are due to a combination of factors – reduced inventories in some of the major consuming and export-orientated markets; increased demand from rising incomes in a number of countries; and other macro-economic conditions, especially in some of the export-orientated sheep-producing countries. According to the Food and Agricultural Organisation of the United Nations (FAO), lamb and mutton average producer price for its reporting countries was US$2.11 per pound in 2008 (the most recently available data), up 71 per cent from 2001. In the last two years, sheep prices in Australia, New Zealand and the United States have nearly doubled in all categories of the industry.

Though global sheep numbers have remained fairly stable since 1960, with inventories remaining close to 1.1 billion throughout the period, sheep numbers in some of the major sheep-consuming and export-orientated producing countries declined steadily (Figure 1). Australia and New Zealand, the largest exporters of lamb and mutton globally, have seen drastic declines in inventory. Inventories in Australia and New Zealand have been reduced 17 and 18 per cent, respectively, in the last five years. The European Union (EU) and the United States – major consumers of high-value lamb – have seen drastic declines in their sheep numbers as well. Much of the decline in these countries’ sheep inventories stems from structural adjustment in response to an underlying long-run decline in demand for raw wool and to low returns for wool relative to returns from prime lamb production and other farm enterprises. These adjustments have led to the continued declining sheep numbers and to fewer wool-producing farms. However, significant growth in sheep numbers in India and Pakistan, North Africa (Algeria and Sudan), and until recently, China, helped to offset some of the inventory declines among other producing nations.

Although sheep inventories have been quite flat for decades, the impact on meat production has been ameliorated somewhat by rising productivity which supported growth in lamb production and trade. Productivity, as measured by the change in dressed weight per animal over time, has increased nearly 60 per cent since 1965, resulting in higher levels of lamb and mutton production (table 1). Productivity growth in US sheep, for example, has increased by nearly 0.5 pounds per animal per year (a 48 per cent increase since 1960) but the United States produces only one per cent of the world’s sheep. China’s productivity growth has similarly increased 46 per cent. New Zealand and Australia have also seen some productivity growth four per cent and 13 per cent, respectively.

However, consumption in many countries has likely benefited from population growth, rising incomes and urbanisation. Asia, for example, has seen its per-capita lamb consumption more than double since 1960, largely due to income growth and urbanisation (table 2). According to Hsu, Chern and Gale, studies have shown that when people move to cities or towns, they tend to consume more meat, processed foods, and restaurant meals and less grain. In 2000, China’s household surveys showed that per-capita red meat consumption in urban areas was 40 per cent higher than in rural areas. Per-capita income growth has transformed some Asian countries into major importers of lamb and other meats. For example, China comprise about one-fifth of the world’s population. Its per-capita lamb consumption has increased by four per cent since 1980 and it has turned to international markets to supplement its production. In the last decade alone, China’s lamb and mutton imports have increased by more than 500 per cent. In those countries where growth of demand has outpaced domestic production, there has been support for domestic lamb prices. Those countries which are increasing imports to support their domestic consumption demand are providing support for prices in exporting regions.

Given the importance of New Zealand and Australia to the global lamb market, changes in their sheep inventories and macro-economic conditions have also influenced recent developments in global sheep markets.New Zealand and Australia rank as the world’s top two sheep meat exporters and together account for nearly 90 per cent of global export quantity. Declining inventories in these two countries has thus tightened meat supplies and led to higher prices. In recent years, the strengthening of Australia and New Zealand currencies has also contributed to rising prices, as imported lamb becomes more expensive in local currency terms. Global lamb trade has trended moderately upward, increasing by nearly 30 per cent since 1995, with export growth led by Australia and import growth led by United States and China (table 3).

Sheep inventories and lamb and mutton meat prices in many countries are at levels that would encourage herd rebuilding, a development that would be expected to negatively impact market supply and sustain higher prices in the short term. Under these conditions, lambs that could potentially form part of the current marketing chain would be retained for the breeding herd. The sheep cycle runs at least two years, and for much of the US sheep industry, which operates on a seasonal pattern (breeding in fall, lambing in spring), the cycle could be closer to three years. Thus, if a producer chooses to retain lambs born in spring for its breeding herd, they normally would not be bred for the first time until they are about 18 months old. Hence, it would take closer to three years from their birth to the time their offspring could be slaughtered and ready for market.

Many sheep industries around the world are facing environmental challenges. Debilitating drought conditions in the southwest United States, a major sheep-producing region, is hampering domestic opportunities for expansion. The sheep and wool industry in Australia is facing a number of environmental challenges. Salinity problems, woody weeds, vegetation management and degraded soil issues continue to pose a challenge to sheep production in the high rainfall zones of Western Australia. In New Zealand, increasingly severe weather events and pressures on the country’s natural resource base will test the resilience and sustainability of the sector.

In the face of constraints on expansion and the length of time inherent in the sheep cycle, total world sheep inventories are unlikely to show any significant increase in the near term. As a result, lamb and mutton production is expected to remain constrained, and global lamb and mutton prices are expected to remain strong. Australia and New Zealand, the primary exporters, will continue to shape global lamb and mutton prices well into the future, unless other countries emerge as major traders – an uncertain prospect given sanitary and animal health issues that restrict imports from many countries. While countries such as India, Pakistan, Algeria and Sudan have seen growth in their sheep inventories, they have also seen significant growth in their populations causing their domestic demand to outweigh their domestic supplies and making it difficult for them to become important players as lamb and mutton exporters.






References

FAO Statistics Division, United Nations. Data retrieved 26 April 2011.
Global Trade Information Services. (2009). Trade data retrieved 24 April 2011. GTIS World Trade Atlas: US State Export Edition database.
Hsu, H, W. Chern, and F. Gale. China’s Food and Agriculture: Issues for the 21st Century. Economic Research Service, USDA/AIB-775

Dairy

High feed prices and low milk prices will trim the US dairy herd in 2012

Dryness and heat throughout the Corn Belt led to a downward revision in the corn yield forecast in for 2011/12 in the September Crop Production report. If the forecast is realised, the projected yield would be the lowest since 2005/06. Despite lower expected yields, production could be the third highest ever because of expanded acreage. The corn price forecast was increased from last month to $6.50 to $7.50 per bushel for September and soybean meal price forecasts were raised in September to $360 to $390 per ton. The higher soybean meal prices reflect both lowered soybean plantings and expected yields compared with 2010/11.

Despite rising feed prices, milk production continues to advance, with forecast milk output rising 1.5 per cent in 2011 to 195.7 billion pounds. Cow numbers continue to increase more than expected earlier and output per cow appears to have rebounded from the July and August heat. Cow numbers are projected at 9.2 million head this year, and output per cow was raised slightly from last month to 21,280 pounds for the year. In 2012, the US dairy herd is expected to decline slightly to 9.19 million head, with most of the contraction coming in the second half of the year. With an additional milking day in 2012, milk per cow is forecast to climb by 1.5 per cent to 21.605 million pounds. Although milk production and output per cow will be higher next year than 2011, the September forecast represents a downward revision from August estimates.

Fats-basis milk-equivalent imports were virtually unchanged from last month to 3.2 billion pounds both this year and in 2012. On a year-over-year basis, these forecasts continue a trend in declining imports that began in 2009. Skim-solids-basis imports are projected at 5.3 billion pounds in 2011, falling to 5.1 billion pounds next year. In contrast to fats-basis imports, these forecasts are an upward revision from August, reflecting continued imports of caseins.

Fats-basis exports are forecast to reach 9.2 billion pounds in 2011 and were revised up from August based on year-to-date exports of whole milk and cream, despite some fall-off in butter exports. In 2012, the expected weakening in butter exports will likely lead to reduced overall fats basis exports to 8.6 billion pounds. Skim-solids exports were bumped up from last month on the basis of non-fat dry milk (NDM), and dry whey exports and are projected to total 32.6 billion pounds for the year. In 2012, exports were reduced on expected declines in whey exports, although NDM exports will likely continue. The skim-solids export total is forecast at 32.3 billion pounds.

Fat basis domestic commercial use is expected to increase only slightly in 2011 to 188.2 billion pounds. Growth is expected to be stronger in 2012, with use forecast at 192 billion pounds. Skim-solids domestic commercial use is expected to rise over 2 percent to 167.5 billion pounds after contracting in 2010. Growth in skim-solids domestic use will likely slow in 2012 to a forecast 170.6 billion pound total for the year.

Product price projections were changed only slightly from last month. Cheese prices, for both blocks and barrels, slid under $2 a pound for the week ending 3 September 2011 for the first time since the week ending 18 June 2011, according the weekly Dairy Products Prices report. Cheese stocks continued to build in July. Consequently, the cheese price forecast was lowered in September to $1.825 to $1.845 a pound for 2011 but was unchanged at $1.670 to $1.770 a pound for 2012.

Butter prices are projected to be $1.955 to $1.995 this year and are forecast to decline to $1.615 to $1.745 a pound next year as butter stocks will likely build by year's end. The non-fat dry milk (NDM) price is expected to be $1.505 to $1.525 a pound in 2011 and $1.375 to $1.445 next year. NDM exports continue apace, supporting the high price this year. Lower expected exports in 2012 prompt the price weakening in 2012. Exports are also contributing to stronger prices for whey, which is forecast at 50.5 to 52.5 cents a pound this year. Lower exports will lead to softening prices next year, averaging 41.5 to 44.5 cents a pound.

Class III milk prices for 2011 were lowered from August to $18.25 to $18.45 per cwt as higher whey prices partially offset lower cheese prices. Next year, Class III prices are forecast at $16.10 to $17.10 per cwt. Class IV prices were unchanged this month from last. The Class IV price is projected to average $19.05 to $19.35 per cwt. Next year, the Class IV price is forecast at $16.50 to $17.60. The all-milk price is forecast at $20.15 to $20.35 per cwt, a slight drop from the August forecast. Next year, the all milk price is expected to be $17.80 to $18.80 per cwt, unchanged from the August forecast.

Call for South Korea FTA Talks to Resume

CANADA - The Canadian Pork Council, Canada Pork International, Canadian Cattlemen's Association and the Canadian Meat Council have joined forces to urge the Government of Canada to resume the Free Trade Agreement (FTA) talks with South Korea that have been stalled since 2008.

The Canadian pork and beef industries are very concerned that postponing the FTA talks any further will seriously affect the competitiveness of theirs and other Canadian sectors exporting to South Korea now that the United States (US) Congress ratified a FTA with South Korea on October 12, 2011.

"With the recent ratification of the Korean FTA by the US Congress, the Canadian red meat industry is very concerned that further delay in concluding Canadian FTA talks with South Korea will seriously undermine the competitiveness of the pork and beef sectors, lead to the loss of jobs, and a contraction in the production and processing sector in Canada," said Canadian Pork Council chair Jurgen Preugschas.

"An American study evaluated the benefits for the US pork sector of an FTA between the US and South Korea at US $10 per hog. Canadian producers will be foregoing a similar benefit and risk losing their existing position in the Korean market."

A FTA with South Korea is crucial for the health of the Canadian pork sector, stated Canada Pork International President Edouard Asnong. "For the Canadian pork industry to remain successful and viable, we need market access through free trade agreements and it is clear that without action on the South Korea FTA by the government, the Canadian pork industry will be going backwards by standing still," he said.

Canada's principal competitors have reached or are negotiating FTAs with South Korea, said Preugschas. Canada's current pork trade with South Korea, projected to be $300 million in 2011, could completely disappear; lost to those who enjoy FTA preferences, he said.

Scott Entz, President of the Canadian Meat Council, said Canada will be lagging behind the US and the European Union (EU) in securing tariff reductions.

"After a few years, Canadian pork and beef could be excluded entirely from the Korean market due to its inability to compete with US and EU pork and beef that will get so much lower Korean import tariffs," Mr Entz said.

Canadian Cattlemen's Association President Travis Toews added his concern.

"Almost at the very moment we hope Korea lifts its prohibition on Canadian beef, they will be reducing the tariff on US beef which could well negate our market access gain," he said.

"The South Korean market, with a population of 50 million people, and the high value items sold there, such as chilled shoulder butts and bellies, is significant enough that losing access to South Korea will have a major negative impact on Canadian hog prices and jobs in both the farming and processing sectors.

"We are very supportive of the government's efforts to finalize the Canada-EU Comprehensive Economic and Trade Agreement and the long term potential of that initiative for the pork and beef sectors. However, the South Korean market cannot be replaced overnight and the Canadian red meat industry's long time commitment to the South Korean market will be difficult to maintain."
TheMeatSite News Desk

Selasa, 13 September 2011

German Egg Demand Rising

GERMANY - Consumer demand for eggs in Germany is rising despite domestic egg output declining, which would suggest imports will increase in order to meet consumer demands, according to Emma Hogan from the German Office of Bord Bia - the Irish Food Board.

Over the last five year period, consumption has increased by over four per cent to 214 eggs per capita, whilst domestic egg production continues to fall with self sufficency now at 55 per cent.

Germany is currently playing a leading role in the EU initiative to phase out battery hens by 2012 which in effect has led to an increase in imports of organic and non battery hen eggs. The German Egg Industry is also in the process of banning the use of genetically modified feed.

Rewe intend to expand their GM free egg range to 70 per cent by the end of 2011. Considering these factors, there is scope for egg producers from abroad to at least consider the opportunity.

The Netherlands is currently the largest source of imported eggs, supplying Germany with 8,417 million eggs in 2010(Marketinfo. Eier & GeflĂĽgel).

Organic eggs experienced a 26 per cent boost in sales this year following the dioxin crisis which also brought about a nine per cent drop in sales of free range and cage free eggs. Bord Bia research has found that average retail egg prices in Germany are currently 0.30c organic (per egg), 0.23c free range and 0.17c cage free.

ThePoultrySite News Desk

Senin, 12 September 2011

Livestock, Dairy and Poultry Outlook

High feed prices will curb production next year, according to the USDA Economic Research Service in its Livestock, Dairy and Poultry Outlook for August 2011.

Summary

Beef/Cattle: Drought continues to motivate sales of cattle in Southern auctions and placements in feedlots. These sales and placements are occurring despite high grain prices.

Pork/Hogs: Accelerating pork exports are expected to maintain hog and pork prices at or near record highs for the balance of 2011.

Poultry: Broiler meat production increased strongly during the first six months of 2011 (up 4.8 per cent), growth in the first quarter was 6.4 per cent higher than the previous year and second-quarter production was 3.3 per cent higher than a year earlier. In the second half of 2011, broiler meat production is expected to decline as lower bird numbers offset an expected increase in average bird weights. Higher feed costs and slow growth in the domestic economy are expected to combine to reduce production. Turkey meat production is expected to decline in the second half of 2011 as the number of birds available for slaughter decreases. Poult placements on a year-over-year basis have been lower for the last three months.

Dairy: Milk production will continue to rise both this year and next. Fats basis exports will rise in 2011 from last year but soften slightly in 2012. Skims-solids export will show slight increases both this year and next. Higher milk production and slower growth in exports will pressure prices in 2012.
 
Drought Weighing in on Cow Slaughter

Beef cow inventories on 1 July have been declining since reaching a cyclical peak of 36.1 million cows on 1 July 1995. Since July 1995, there have only been two years in which beef-cow inventories increased (143,000 head from 2004 to 2005 and 28,000 head from 2005 to 2006) from prior-year inventories. On 1 July 2011, beef cow inventories were down another one per cent year-over-year. Beef replacement heifer inventories were down by five per cent. The lower year-over-year beef cow inventory and the five-per cent decline in beef replacement heifer inventories imply very little potential for beef cow herd expansion before 2014.

Once it is decided to retain a heifer for breeding, she must be allowed to grow to a sufficient size for breeding. After she is bred, gestation requires another nine months before she can calve. Only after a heifer has a calf is she added to either the 1 January or 1 July beef cow inventory, depending on whether she was bred to calve when she would be about 24 months of age. In addition to a long biological cycle, much of what occurs in cow-calf production is highly seasonal.

While dairy cow inventories have been trending lower since 1995, they have been more variable as they responded to fluctuations in milk prices and Cooperatives Working Together whole-herd buy-outs. On 1 July 2011, milk cow inventories were about one per cent above 2010.

Calf crops have also declined steadily since 1995, and the 2011 calf crop is now projected to be one per cent below 2010’s calf crop. Although there are exceptions, and because most steers and heifers are placed on feed at about 12 to 15 months of age, one year’s calf crop translates roughly into the next year’s placements of steers and heifers on feed. Thus, 2011’s lower calf crop implies a reduction of placements of feeder calves in 2012.

As feedlot inventories decline and beef cow slaughter diminishes, beef production will likely begin to decline during the last half of 2011. The impacts of smaller calf crops this year and likely next year imply a smaller pool of feeder cattle for placement in feedlots and subsequently tighter supplies of fed cattle.

Cattle prices at all levels reached record highs during the first half of 2011. Despite these record prices and their expected high levels through 2012, drought impacts, high feed and energy prices, macroeconomic uncertainty, and increased equity requirements for cattle loans have dampened enthusiasm for cow-herd expansion.
 
Heavy Placements of Cattle on Feed Portend Future Beef Production

During the first half of 2011, net placements were two per cent above placements for the first half of 2010 as drought has pushed cattle off pastures in many parts of the country, and most of these feeder cattle have gone into feedlots. This increase occurred despite relatively high corn prices and almost four per cent fewer feeder cattle outside feedlots. With almost four per cent more cattle in feedlots of 1,000 head or more capacity, marketings will remain above year-earlier through the third quarter. However, as marketings begin to decline in the fourth quarter, beef production will begin to decline.

While the direction prices will take over the next few months is uncertain due to heavy marketings of fed cattle, retail beef prices are likely to increase over the next several years as beef cow inventories are rebuilt and more heifers are kept for herd building and diverted from placement in feedlots. How high retail prices go will depend on the economic recovery, retail prices of pork and poultry, how rapidly exports increase, and how rapidly beef cow inventories are replenished.

Exports Driving Prices Across the Pork Supply/Demand Space

Second-half hog and pork prices are expected to remain record-high, supported in large part by accelerating pork exports. USDA raised its forecasts for both third- and fourth-quarter 2011 pork exports, with shipments to Asia and North America expected to be particularly robust. Third-quarter exports are expected to be 1.2 billion pounds, more than 26 per cent higher than a year earlier. Fourth-quarter exports are forecast to be 1.3 billion pounds, more than 13 per cent above the same period last year. In total, US pork exports will likely exceed five billion pounds, both this year, at just over five billion pounds and in 2012, at 5.1 billion pounds.

Several factors are accelerating foreign demand for US pork products but the continued low exchange rate of the US dollar is probably foremost. The low-valued dollar translates into well-priced US pork products in foreign markets, particularly when compared with pork produced by international competitors such as Denmark and Canada. Additionally, pork product deficits in South Korea created by recent foot and mouth disease outbreaks continue to drive South Korean demand, while it also appears that Chinese buyers have contracted for late-summer/fall shipments of US pork as part of an effort to stem Chinese food price inflation.

While second-half US commercial pork production is anticipated to be slightly higher than a year ago, strong export demand is tightening domestic pork supplies, contributing to record prices for hogs and for prices of wholesale and retail pork. In fact, it is likely that 22.1 per cent of US pork production will be exported this year, an impressive statistic considering that in 2000, 6.8 per cent of US commercial pork production was exported. The flip side of strong exports this year is lower available pork per capita. This year, retail weight per capita pork disappearance is expected to be 45.9 pounds, down from 47.7 pounds last year and from 51.3 pounds in 2000.

Second-quarter 2011 prices of live equivalent 51 to 52 per cent lean hogs were record-high for that quarter, at $68.80 per cwt. Third-quarter hog prices are expected to average $69 to $70 per cwt, and in the fourth quarter, $60-$64. If realised, these prices would establish record highs for each quarter. Strong pork demand is also being reflected in pork wholesale prices. The USDA Wholesale Carcass Cutout averaged $99.27 in July, up 18 per cent from July of last year and almost 61 per cent more than in July 2009.

US consumers are paying higher retail pork prices for lower domestic supplies. July retail pork prices were $3.481 per pound, down just slightly from the all-time record-high retail price of 3.484 in June, and almost 9.3 per cent higher than in July 2010. Retail prices are expected to remain in the neighbourhood of the mid-$3.40s for the balance of 2010, with next year expected to average in the low-$3.40s per pound.

Broiler Meat Production Up Five Per Cent in June

Broiler meat production in June totalled 3.3 billion pounds, up 4.5 per cent from the previous year. The June production increase pushed total production for second-quarter 2011 to 9.5 billion pounds, 3.3 per cent higher than in second-quarter 2010. This is the fourth consecutive quarter of three per cent or more year-over-year increases in broiler meat production. In first-half 2011, broiler meat production was 18.8 billion pounds, 4.8 per cent higher than a year earlier. This year-over-year growth in broiler meat production is expected to halt in third-quarter 2011, with production estimated at 9.4 billion pounds, 1.3 per cent lower than in third-quarter 2010. Lower production is expected to continue in the fourth quarter, with production in the second half of 2011 expected to total 18.6 billion pounds, a decrease of two per cent from the same period in 2010.

Over the first half of 2011, the number of broilers slaughtered was 4.3 billion, an increase of two per cent from a year earlier. The other factor in broiler meat production growth during the first half of 2011 has been higher average live weights at slaughter. During the first six months of 2011, the average live weight at slaughter was 5.79 pounds, up 2.4 per cent from first-half 2010. In second-half 2011, the number of broilers slaughtered is expected to be down significantly from the previous year but average bird weights at slaughter are expected to remain well above the previous year throughout the second half of 2011.

The number of chicks being placed weekly for grow-out has averaged approximately 165 million during the five-week period from 9 July to 6 August. This is down over four per cent from the same weekly period in 2010. Weekly placements of broiler eggs in incubators point to continued declines in the number of chicks available for grow-out compared with the previous year. Over the last four reported weeks, the number of eggs being placed in incubators has averaged almost six per cent lower than during the same period a year earlier.

Even with relatively strong exports, the strong increases in production and a weak domestic economy have led to an increase in broiler meat stocks. Cold storage holdings at the end of the second quarter totalled 710 million pounds, 12 per cent higher than a year earlier. One factor in the increase in cold storage holdings was higher stocks of breast meat products. Breast meat in cold storage was estimated at 155 million pounds, 47 per cent higher than the previous year. Stock changes for leg meat products were mixed, with holdings of drumsticks and leg quarters up 39 and 14 per cent. Partially offsetting these increases were declines in the cold storage holdings for legs, thighs and thigh meat.

With the generally weak economy and the strong growth in production in second-quarter 2011, the estimates for ending stocks for the third and fourth quarters of 2011 were increased. The estimate for third-quarter 2011 was raised to 685 million pounds and the estimate for fourth-quarter 2011 was increased to 700 million pounds.

In 2011, wholesale prices for broiler products have generally declined compared with a year earlier. Prices for whole birds averaged 82.6 cents per pound in the second quarter of 2011 and are forecast to average 81 to 83 cents per pound in the third quarter. Even with falling production in the second half of 2011, whole bird prices are not expected to strengthen much. The forecast for fourth-quarter 2011 is only 81 to 85 cents per pound. In 2012, as lower production begins to impact stock levels, broiler prices are expected to experience some upward price pressure. However, any upward pressure is expected to also depend on a gradual strengthening of economic conditions.

Turkey Production Rises Six Per Cent in First-Half 2011

Turkey meat production during the first six months of 2011 was 2.9 billion pounds, 5.5 per cent higher than in the same period in 2010. The increase in turkey meat production was due to a higher number of birds slaughtered, up 4.6 per cent, along with an increase in live weights at slaughter. Over the first six months of 2011, live turkey weights averaged 30.1 pounds, up 1.1 per cent from the same period in 2010.

The forecast for turkey meat production in the second half of 2011 is 2.9 billion pounds, down slightly – less than one per cent – from the same period in 2010. The decrease in turkey meat production is expected to come chiefly from a smaller number of birds slaughtered, as average live weights at slaughter are expected to continue slightly higher than those of the previous year.

Over the first six months of 2011, the number of turkey poults placed for grow-out totalled 139 million, up less than one per cent from the same period in 2010. However, on a year-over-year basis, poult placements have been lower than the previous year over the last three months.

After declining on a year-over-year basis for the previous seven quarters, turkey stocks at the end of second-quarter 2011 were 510 million pounds, marginally higher than the previous year. Although turkey meat production is expected to be lower in the second half of 2011 than the previous year, turkey stocks are expected to remain above their year-earlier levels through the end on the year.

At the end of second-quarter 2011, whole birds stocks totaled 271 million pounds, down three per cent, and stocks of breast meat were 72 million pounds, eight per cent lower than the previous year. However, any explanation of changes in turkey stocks is complicated by the fact that 148 million pounds of the cold storage holdings are in categories labelled ‘other’ and ‘unclassified.&sdquo;

Stocks of whole turkeys are still lower than the previous year, and the number of birds slaughtered in the second half of 2011 is expected to be lower than the previous year. Both these factors point to continued strength in prices for whole birds. Prices for whole hens in second-quarter 2011 were $1.00 per pound, and the price for third-quarter 2011 is forecast at $1.04 to $1.08 per pound. Prices are expected to strengthen ever further in the fourth quarter to $1.06 to $1.12 per pound, slightly higher than the previous year.

Egg Production Rises in First-Half 2011

In the first half of 2011, production of table eggs was 3.3 billion dozen, up about one per cent from first-half 2010. However, production of hatching eggs fell by 0.7 per cent compared with the previous year. The decrease in hatching egg production was chiefly the result of the gradual decline in broiler chick production for grow-out. Hatching egg production in the first half of 2011 was 532 million dozen. Production of table eggs in the second half of 2011 is expected to be about even with the previous year, and production is expected to be lower on a year-over-year basis in the first two quarters of 2012. Production of hatching eggs, especially those from meat-type birds, is expected to decline in the second half of 2011 as broiler chick production continues to be below the previous year.

Even with higher table egg production in second-quarter 2011, prices for eggs remained strong and averaged almost $1.07 per dozen, up 24 cents from second-quarter 2010. With little or no growth expected in the second half of 2011, prices are expected to be above the previous year in third-quarter 2011 at $1.04 to $1.08 per dozen. However, with the weak economy, egg prices in fourth-quarter 2011 are expected to be lower than the previous year at $1.12 to $1.18 per dozen. The weak economy is expected to provide less of a seasonal boost in prices than in other years.

US Dairy Cow Herd Continues To Expand but Output per Cow Projections Have Decreased; More Milk and Slowing Demand Will Likely Weaken Prices Across the Board in 2012

Corn prices continue their upward trajectory, with August forecasts for 2011/12 raised from July to $6.20 to $7.20 per bushel. Soybean meal prices were raised as well, to $355 to $385 per ton for 2011/12. Alfalfa prices are expected to remain high into 2012. The most recent Cattle report estimated that producers were retaining four per cent more replacement heifers than last year. The retention, combined with a one per cent higher dairy cow inventory on 1 July, led to an increase in the dairy herd forecast for both 2011 and 2012. The US dairy cow herd is forecast at 9.195 million head in 2011 and 9.190 million head in 2012. Milk per cow is forecast to increase fractionally in 2011 to 21,275 pounds as higher feed prices and hot weather take a toll on output. Next year, output per cow is forecast to increase to 21,630. Milk production is projected at 195.6 billion pounds in 2011, down from July’s estimate due to lower output per cow. Production in 2012 is forecast at 198.8 billion pounds, reflecting a larger expected herd size. The larger herd size is offset a by lower forecast of milk per cow as feed prices will keep growth in output per cow below trend.

Milk equivalent imports were reduced in August from July to 3.2 billion pounds on a fats basis and 4.8 billion pounds on a skims-solids basis. Lower expected cheese imports are the main cause. Fats basis exports were raised from July to 9.0 billion pounds in 2011 based on strength in butterfat exports. Fats basis exports for 2012 remain unchanged from last month at 8.7 billion pounds. Exports on a skims-solids basis for 2011 were raised slightly from July to 32.2 billion pounds and to 32.3 billion pounds for 2012. Increases in milk production in Oceania and weakening international demand will impact exports.

Prices estimates for cheese, butter and whey were increased from July based on current price strength. Non-fat dry milk (NDM) prices were lowered from July based on weaker international prices. Cheese prices are expected to average $1.855 to $1.875 per pound in 2011 and slip to $1.670 to $1.770 per pound in 2012. Butter prices are projected to average $1.955 to $1.995 per pound this year and fall to $1.615 to $1.745 per pound in 2012. NDM prices are forecast to average $1.500 to $1.520 per pound in 2011 and fall to $1.370 to $1.440 per pound next year. Whey prices are expected to average 48.0 to 50.0 cents per pound in 2011 and decline to 41.1 to 44.0 per pound in 2012. Class III prices were raised from July to $18.40 to $18.60 per cwt based on higher expected cheese prices. The Class III price is forecast at $16.10 to 17.10 per cwt in 2012, a year-over-year decline from this year but a slight increase from the July forecast. The 2011 Class IV price forecast was lowered from July to $19.05 to $19.35 per cwt based on lower NDM prices. The 2012 Class IV forecast was also lowered from July’s forecast to $16.45 to $17.55 per cwt. The all milk price projection is $20.30 to $20.50 per cwt, an increase from July. Similarly, the all milk price forecast was raised to $17.80 to $18.80 per cwt for August, but this represents a substantial year-over-year decline from 2011.

August 2011

Minggu, 11 September 2011

European Cheese Market

The EU cheese market is changing, forcing cheese suppliers to rethink their business models and explore new opportunities for growth. The main drivers behind these changes are falling growth rates in the EU, more pressure on margins because of higher revenues in powder and butter products, and volatility in commodity cheese markets.


With the prospect of growth in milk production after the termination of EU milk quotas in 2015, suppliers need to find new ways to deal with the new milk produced. In a mature, competitive and increasingly volatile cheese market, companies have six strategic options for targeting further growth and profitability.
Introduction

Cheese has traditionally been considered the preferred outlet for milk from the European Union (EU) after local fresh-milk requirements have been satisfied. The EU cheese market is the largest in the world, and despite very high per capita consumption levels, growth has remained attractive and stable.

The high production costs of milk in most of the EU rule out a competitive role in supplying the world’s net importing markets with low-priced dairy commodities. Cheese has therefore provided much better export opportunities than any other dairy product, as the willingness to pay for quality European cheese has always been high, and the impact of higher raw-material costs is less problematic. As a consequence, the share of EU milk that is processed into cheese increased from 43 percent to 45 per cent between 2001 and 2010.

However, the cheese market has changed in recent years due to developments in the EU and to global trends. Competition within the EU market is heating up, as the market has become more saturated, the traditionally higher premium for cheese versus other dairy products has eroded, and the commodity segment of the cheese market has become more volatile and unpredictable.

Most of the growth on the global market will be in milk powders and butter oil rather than cheese, as the needs of developing dairy markets are more geared towards these products. As a result, cheese specialists are reconsidering their business models and trying to incorporate new growth areas either in new geographies or in value-adding services.

These developments raise the question of whether cheese should remain the preferred outlet for new milk produced in the EU after 2015, when the termination of the quota system may stimulate growth of milk production in selected regions in western Europe.
Drivers of change
EU growth rates falling

The EU cheese market is still growing, albeit at a declining rate. Average annual growth between 2000 and 2005 was 1.8 per cent and dropped to 1.1 per cent between 2005 and 2010. Annual growth in the period between 2011 and 2015 is forecast to be 0.6 per cent.

Per capita consumption growth accounts for 0.4 per cent of annual growth, with the balance the result of population growth. Growth varies between the different EU member states. Growth rates above two per cent are expected in Ireland, Poland and Hungary. Growth rates between one per cent and two per cent are expected in the UK, Sweden, Spain, Greece and most of the new EU member states. Growth rates in large markets like France and Germany are expected to remain close to zero.

Although demand for cheese as an ingredient in ready-made food products is slightly more sensitive to changes in economic sentiment, growth across the different market segments — industrial, catering and retail — is currently stable.

Over the past decade, the main change in EU cheese demand occurred in the use of cheese by households. Retail purchases, in terms of kilogrammes per household, grew in line with overall market growth, but the share of cheese purchases used for cooking — sauces, toppings and meal ingredients — grew strongly at the expense of more traditional uses, such as cheese on a sandwich or as part of a cheese platter. Despite the overall stability of the EU cheese market, in terms of shifts across categories, the EU market remains a collection of different regional markets with different cheese segmentation profiles (see Figure 1).

The UK comes close to the US consumption profile where catering and industrial ingredients account for a relatively large share of consumption compared to retail purchases. Germany also has a sizeable proportion of ingredient use, as it is the preferred location for a number of large European pizza manufacturers. In countries like Italy, Spain, Poland and France, most cheese is still purchased and consumed through the retail channel.


In such a mature market one would expect a strong consolidation trend, but in-market merger and acquisition (M&A) activity in the EU cheese industry has been modest in recent years, and overall brand shares of the leading players have been stable. Private-label shares throughout the EU have remained relatively stable as well, at around 18 per cent on average. The highest private-label shares are found in the cheese categories of Cheddar, Gouda and Emmental. In the specialty cheese categories, private-label shares are very low.

Premium for cheese disappeared

Most EU companies active in cheese have traditionally enjoyed stable and above average returns. Returns for cheese and whey — even in the big commodity cheeses such as Cheddar, Gouda and Emmental — were generally higher than those for skim milk powder (SMP) and butter, meaning that cheese processors could easily pay competitive prices for milk and still generate decent margins.

However, the traditional premium enjoyed by EU cheese makers disappeared after 2007. Demand for milk powders grew faster than for cheese as expanding markets, such as China and Vietnam, rushed to supplement local milk supply with imported products for recombining or ingredient use.

With existing capacity precluding the redirection of sufficient milk to faster-growing product markets, the returns to be made on producing SMP and butter rose faster than those for commodity cheeses such as Gouda or Cheddar, including the whey powder (WP) revenues (see Figure 2). Commodity cheese specialists suddenly found it harder to pay milk prices in line with market trends and still make a profit.
Cheese market used more frequently to offload milk surpluses

After the price support levels of SMP and butter were reduced following the EU dairy market reform of 2002, the period 2002 to 2007 was characterised by multi-product processors exploring other options to offload temporary surpluses of milk. In addition to offering SMP and butter for intervention, they pushed bigger volumes of commodity cheeses into the spot market by undercutting competitors’ prices, and sold Cheddar curd from the UK or Gouda curd from western Europe for making processed cheese or Mozzarella.

Under these market circumstances, manufacturers of Gouda, Cheddar and Emmental — which normally operate in different markets — were competing for the same clients in processed cheese and ingredient applications. As a result, the EU cheese market became more susceptible to general imbalances in the global market triggered by supply or demand issues in products other than cheese. Not only are cheese processors now facing increasing difficulties in generating higher returns compared to SMP and butter, but they are also experiencing higher levels of price volatility at the wholesale level.

In hard and semi-hard cheeses, the maturation process adds further complexity and risk to the price volatility in the market. The maturation process takes from a few weeks to over a year for cheeses like Gouda, Edam and Emmental. This creates a time lag that makes a market-driven approach very difficult in these cheese types. Particularly when the cheese has been produced in times of high raw-material prices, but is not sold until a period in which the entire dairy market has turned around and wholesale prices are low, margins come under pressure and can even become negative (see Figure 3).
EU milk beyond 2015: Which products?

Between 2006 and 2008, a wave of cheese- capacity expansions took place in Mozzarella and other big commodity cheeses, with little or no investments in other commodity products. This wave of investments came to a standstill after 2008, partly because the capacity expansion was not yet fully utilised, partly because of the financial crisis, but also because of the general notion that the world market needed more SMP and butter rather than more cheese. Comparative prices therefore started to reflect these relative shortages within the dairy product portfolio.

With the termination of the quota system on the horizon, the preferred destination of new milk becomes an interesting question. In countries such as Ireland, the Netherlands, Denmark and in selected regions in Germany and France, processors can look forward to milk production increases of between 15 percent and 50 per cent, which could largely be achieved between 2015 and 2020. This implies that processors in these regions — and especially the cooperatives — will have to make decisions on capacity expansion sooner rather than later.

The growing global demand for SMP and butter does not imply that the EU should entirely realign its growth ambitions and forget about cheese. Despite the fact that production costs have risen in the more efficient export regions in the world, most of the milk produced in the EU still cannot compete in the commodity areas of the dairy market. However, higher value-added outlets for milk powders, such as the infant milk formula market, where quality is at least as important as price, are now within reach for new EU milk produced after 2015. At the very least, the options can be distributed more evenly across the dairy portfolio.
Strategies for cheese companies

The drivers of change may challenge companies active in the EU cheese sector to revisit traditional business models and develop new strategies. In a mature, competitive and increasingly volatile cheese market, companies basically have six strategic options for targeting further growth and profitability.
Consolidating market positions and increasing efficiency in operations and marketing.
Improving the level of added value in the retail market by developing unique selling points through new traits in the product itself, supported by dedicated marketing and, preferably, brands.
Improving the added value in the retail market by offering secondary processing and logistics services.
Developing ingredient solutions for clients that use processed cheese in ready-made food products such as pizzas, sandwiches, cheese snacks and sauces.
Creating more flexibility in the product portfolio in order to avoid having to ride the highs and lows of the global market.
Targeting growth in markets outside the EU through dedicated export concepts.

Consolidating market positions

Due to the maturity of the EU cheese market, the strategic focus of many leading players is to consolidate current market positions by acquiring add-ons, and then to rationalise these operations and marketing structures. However, consolidation has been modest, and rationalisation has mainly taken place at the factory level rather than between companies, with the exception of Lactalis, which has consolidated its number-one position in branded cheese by acquiring cheese brands in Italy, the UK, Spain and Central and Eastern European countries. The market shares of the leading EU cheese players are largely stable (see Figure 4). Private-label shares have gradually increased in Western Europe, from 20.5 per cent in 2002 to 22.5 per cent in 2009, while staying very low (around two per cent) in the growing Central and Eastern European cheese markets.

Improving value-add potential in retail market

In the last decade, most of the dominant players in the branded EU retail market have focussed their new product development on line extensions and packaging innovations targeted at convenience. Nonetheless, there have been many examples of successful new product launches in recent years.

Products targeted at satisfying snacking demands, such as cheese snacks children can take to school, have been particularly successful. So have cheeses with a link to the regions where they are produced such as products with Protected Geographic Indications (PGI) or Protected Designations of Origin (PDO). Consumers are willing to pay more for regionally produced specialty cheeses when they combine good quality and taste with a strong marketing story. Specialty cheese stores use these cheeses to distinguish their range from the large retailers. However, retailers also open up shelf space for regional concepts.

These concepts may range from the ‘Buy British’ story developed by Tesco in the UK to the small-scale farmhouse production of ComtĂ© by French dairy farmers in the Jura region. Cheeses that have low fat levels without compromising too strongly on flavour were also a success story. The big boom in low- fat cheeses seems to be over, but the high content of saturated fats remains a weakness for conventional cheese.

The ambitions of Danish food regulators to tax cheese in line with other unhealthy consumer products like alcohol and tobacco provides another argument that the high fat levels in cheese make the product vulnerable to these initiatives. There is no reason to expect revolutionary developments in cheese innovation since the EU cheese market already offers a sophisticated and diverse range. As it appears that most options to change the product itself have already been exhausted, most future innovations will target the aspect of convenience by offering flexibility of utilisation in the kitchen or by introducing new formats and packaging to improve portability, thus increasing the number of occasions when cheese can be consumed.
Developing secondary processing and dedicated services for retailers

As the process of cheesemaking — particularly for big commodity cheeses such as Cheddar, Gouda, Edam and Emmental — has become standardised and cost-driven, many companies have developed specialist business models for value creation in the downstream part of the chain. These business models include warehousing and maturation services for retailers and/or primary processors, logistic and packaging services for retail customers and foodservice, and developing private-label concepts and category management roles for retailers.

While these services are sometimes in the hands of primary cheese manufacturers, most often these roles are further developed by companies that started off as traders but adopted value- adding services to escape the low margins in trade. Many manufacturers of the big commodity cheeses have been focussing on scale and cost advantages in recent decades. By doing so, they have lost the flexibility to service individual clients, which has opened up plenty of opportunities for smaller companies. Especially in consolidated retail markets, it pays to set up dedicated cutting and packing lines for single retail clients. The UK and the Netherlands provide many examples of how these dedicated investments represent a strong guarantee for continued business since the mutual dependence is high.
Developing value-adding ingredient solutions for customers in food processing

Cheese used as an ingredient in processed food products was one of the main growth drivers of the EU cheese market in the 1990s. However, many cheese manufacturers have long considered the cheese-ingredient market a secondary market and have failed to recognise the opportunities that were obvious to many ingredient specialists in the general food market. There is great value to be captured in offering tailored solutions to large customers in food processing. This is a different proposition than occasionally shipping big blocks of cheese to ingredient customers during times of oversupply in the cheese market. The growth in this part of the cheese market during the 1990s saw the emergence of smaller ingredient specialists that developed dedicated ingredients solutions for their customers in pizzas, snacks and sauces. Dedicated ingredient solutions include technologies such as extrusion, differentiated melting points, different shapes and cheese powders. This category of ingredient specialists consists largely of relatively small companies that have invested in the intellectual property that gives them a competitive edge in the cheese-ingredient market.
Creating flexibility in the product portfolio

The years 2008 and 2009 proved that when the EU market is in a surplus situation and multi-product processors can use the commodity cheese market to offload milk surpluses, it becomes very difficult for cheese specialists to retain their margins, because their strength comes from processing efficiency and they lack alternative outlets for their milk.

The ability to relieve some of the pressure by exporting milk outside the EU is limited and there is therefore no escape from the trap of competing at ever-lower prices, ultimately destroying everyone’s market. Given the high probability that the global market will create similar imbalances in EU supply and demand from time to time, especially after 2015, the only way to escape this situation is to create alternative relief valves. These could include investing in processing capacity for alternative products, using other processors’ production capacity for alternative products, setting up joint balancing plants or discouraging production increases at the farm level.

This could be achieved for instance by a differentiated milk price system where price A (usually higher) is paid for the milk required for the processor’s core cheese business, while additional volumes are purchased at price B, the result of the value derived from the company’s secondary markets. There is no simple solution to the challenge of oversupply. The nature of the dairy market dictates that when there is oversupply in one market it quickly creates oversupply in other dairy markets as well. However, adding flexibility to the options to take the pressure off a processor’s core market is the only solution which avoids having to push more cheese into an already saturated market. This is of the utmost importance in cheese, where storability is limited and costs of storage are high.

Developing export business

EU cheese exports are still growing and are still benefitting from a high perceived value of EU cheeses in importing markets. Russia remains crucial for the supply and demand balance of EU cheese (see Figure 5).

For example, in 2010, Russia single-handedly cleared the EU market of Gouda and Gouda-like cheeses and left the EU value chain with very low inventory levels. Most markets in other countries have been relatively stable, although export volumes to the important markets of the US and Saudi Arabia are both on a downward trend.

Russia may be the most important market for the EU in volume terms, but other countries are more important in terms of the average price per kilogramme of exported product (see Figure 6). Export markets for EU cheeses typically fall into several categories depending on what the imported cheese is used for. Algeria, Egypt, Saudi Arabia and Japan mostly import cheese for further processing, while Russia and Mexico typically import bulk cheeses which are subsequently repackaged for retail and catering customers. The US and Canada generally import specialty cheeses, which are commonly retail-ready.

Competition for market share where cheese is mostly used for further processing revolves mainly around price and is therefore similar to the competition in powders and butter. It is legitimate to ask how much marketing effort in these markets is justifiable given the EU’s lack of cost competitiveness in producing milk. Targeting these markets in times of oversupply obviously makes sense, but the objective in these market circumstances is essentially to sell ‘packed fats and proteins’, rather than marketing cheese.


The share of imports has remained quite stable in most of the export destinations for EU cheese (see Figure 7). The biggest changes have occurred in the Middle East, where Egypt has become a processing and redistribution hub. The country is still an important destination for EU cheese — and also for US cheese. However, a large share is being processed and re-exported to neighbouring countries such as Saudi Arabia, Lebanon and the United Arab Emirates. Egypt now holds total import shares in these countries of 38 per cent, 29 per cent and 17 per cent, respectively.

The EU cheese market going forward
Should cheese be the main outlet of new milk in 2015?

The growth of milk production after the termination of the quota system in 2015 is likely to be the biggest strategic challenge for EU processors in the years to come. Processors will have to decide which opportunity to take and then make decisions about building new capacity. The expected annual growth rate of 0.6 per cent in EU cheese consumption still allows for a capacity increase of about 50,000 tonnes or one large-scale factory every year.

For further growth, however, processors in supply growth regions will have to develop new cheese markets or prioritise other products. After having determined how much new milk can be expected from their suppliers, individual processors will have to decide which products this new milk will be used for based firstly on EU and global market growth opportunities in cheese versus powder and butter, secondly on individual company capabilities in processing efficiency, creating new markets, customer access and marketing, and thirdly on careful consideration of the growth ambitions, and capacity expansions of the competition.

The last issue in particular will be critical for a smooth transition to the non-quota era that starts in 2015. Clearly, a coordinated transition can be more easily achieved in a region in which the industry is consolidated than in a region in which many processors are going it alone.
Is there value in a more dedicated export effort?

Due to the low base level of consumption and the much higher population growth, developing markets provide better opportunities for long-term growth in demand for EU cheese than those of Western Europe.

There is little potential for local cheese production in most of the developing markets since the growing need for milk supply for fresh products usually leaves little room to set up an efficient cheese value chain. Additionally, the high cost of raw milk relative to the cost of transporting cheese makes it difficult to compete against cheese imports coming from more efficient production regions.

Price, quality and sustainability of supply are key success factors in import markets for powder and butter. While these factors are also important for cheese, most cheese import markets additionally demand a dedicated marketing approach which focusses on the specific local consumer preferences, distribution structures and client landscape.

Through a dedicated effort towards local market characteristics, EU cheese manufacturers such as Emmi and Tine have developed interesting markets outside the EU. Several EU specialist cheese traders have developed interesting positions in single countries by taking a widely available Gouda, Cheddar or Emmental cheese and tailoring it to the regional needs in that particular market by developing a brand, distinct packaging and an efficient route to market.

This may require dedicated investments in local distributor networks. Export markets are more often used to offload EU surpluses in commodity cheeses. For example, when addressing the needs of processed cheese makers throughout the world, a matured block of Cheddar, Gouda or Emmental may not be the most cost- competitive format to satisfy the customer’s requirement for fats and proteins. Caseins or even filled cheese products are a format more suited to compete in those markets where the price per kilogramme of fat and protein is the main selling point.

EU cheese exports could benefit tremendously from a country-by-country approach. Given the level of saturation in the domestic EU market, the ambitions in terms of new cheese- processing capacity beyond 2015 and the better growth prospects outside the EU, investments in a dedicated export approach seem more than worthwhile.

Exports to Russia will remain crucial for the EU cheese market. Volume growth opportunities will remain because rising Russian incomes are increasing cheese consumption and Russia does not seem capable of boosting its own cheese supply. Value growth opportunities are probably even better, as EU cheese is still largely exported in bulk form, with most of the tailored cutting and packing taking place closer to the consumer.

Exports to markets such as the Middle East, where most of the cheese is further processed, could benefit from alternative cheese concepts that are more price-competitive and still satisfy customers’ needs.

The developing cheese markets in Asia and Latin America require a dual approach. Consumption growth is partly taking place in ingredients (i.e. cheese solutions for pizza and burgers) while cheese consumption is also being driven by affluent urban consumers who are adopting westernised cheese- consumption habits. This type of customer requires tailored marketing and distribution services, probably involving investments in local distributors.
Which customer service models will provide sustainable returns?

In an era of growing retail dominance and diminishing opportunities for product differentiation, the importance of the product’s quality and flavour is already recognised, so the competitive edge increasingly needs to be created in the servicing models. The shape and form of these models can vary among markets.

In markets where most cheese is consumed in prepacked cuts of unbranded commodity cheese, dedicated investments in packing and cutting tailored to the needs of individual retailers create interesting returns. Combining this with distribution services, maturation/warehousing and just-in-time delivery creates even more value for retail customers.

In markets where specialty cheeses and branded ranges dominate the retail shelves, category management services can provide interesting value to retail clients. In countries such as Germany, the UK and the Netherlands, where the top-four retailers hold 60 per cent or more of the total retail market, it pays to develop dedicated servicing models for single retailers.


The ingredients market requires an even higher level of client focus. Assuming minimum taste and quality levels have been met, the main criteria for success are how the cheese is supplied and how well it is suited for the product applications it is used in.
Can cheese only be profitable inside a multi-product portfolio?

Specialisation is generally considered to be a strength that translates into high processing efficiency, more consistent quality and better client service models. In commodity cheeses, however, these factors are increasingly a given and there are few opportunities to create a competitive edge. Specialisation could even become a threat when ad-hoc multi-product suppliers use specialists’ core markets to dispose of milk surpluses triggered by global market drivers.

There is no easy way to avoid situations where single-product processors flood their own core markets in times of oversupply. However, the new volatility of the global dairy market requires companies to develop greater flexibility and versatility in terms of sales opportunities, especially in times of oversupply. Cooperation and joint ventures with complementary partners could be options to avoid extra investments and an inefficient capital base.
Conclusion

The EU cheese market is changing from a comfortable place where all players were able to find stability and steady growth to a market where the remaining growth will only be captured by players that have more to offer than just volume and price. EU cheese specialists need to reconsider their business models and try to incorporate new growth areas, either in new geographies or in value- adding services.

Customers in retail, foodservice and food processing are only willing to guarantee continued business or to pay premiums to suppliers that offer unique services in logistics, cutting and packing or product applications. Value-adding services will be a way for suppliers to mitigate the risks of increasing volatility in the commodity cheese market and the pressure coming from other products generating similar returns to cheese.

For the large commodity cheese manufacturers, the paramount strategic question remains whether to focus on the upstream part of the cheese value chain and continue to improve the efficiency of the cheese-making process or to find ways to develop their involvement with the downstream part of the chain by creating unique selling points or tailored customer services. Their choice will determine whether the downstream part of the chain remains populated by independent smaller specialists or whether they will become consolidated into larger integrated businesses.

The new reality in the global market dictates a balanced approach to any additional milk produced in the EU in the years to come. Extra capacity in cheese can only be justified if it is in line with EU market growth or when access to new export markets is created. Growth opportunities in markets outside the EU are interesting, but a dedicated country-by-country marketing effort will be required to provide a stronger competitive edge against exports from more efficient milk production regions.
September 2011