Mixed bag

Dairy Field, Aug 2003 by Cook, Julie

While a number of manufacturers have developed squeezable sour cream in order to make dining occasions that much more convenient, Marquez advises consumers not to hold their breath when it comes to an Organic Valley version of that particular variety. Shamrock Farms, however, reports continued success with its Squeeze Sour Cream, which is available in traditional and Chive and Onion varieties. Ossenberger says that the convenient packaging and superior product performance fit a definite consumer need and have consequently brought new users to the category.

Northfield, Ill.-based Kraft Foods Inc. introduced a Knudsen brand of Squeezable Sour Cream on a regional basis last year, while Minneapolis-based Marigold Foods Inc. continues to produce its Kemps Easy to Squeeze sour cream in Traditional, Light and Potato Topper varieties. While squeeze-bottle sour creams may be a handy alternative for special occasions, they are not exactly "jumping off the shelf," according to Molly Murphy, marketing director, Quality Chek'd Dairy Association, Naperville, Ill. "People stick with the normal tub," she says. "They may use the squeezable as a convenience while on-the-go, at a picnic or throwing a party, but for day-to-day use, they stick with the tub."

Likewise, Ossenberger reports that Shamrock has witnessed a growing trend towards larger tub sizes of sour cream, as value-conscious consumers are constantly on the lookout for the best deal. In addition to traditional sour cream, Shamrock also produces low-fat and fat-free varieties, as do many other dairies. Despite the widely publicized move towards indulgent, full-fat dairy products, there still remains a strong demand for reduced-fat sour cream. According to Marquez, that's because such products are still available to deliver on consumers' expectations, while others cannot. "It's not like some products where you take the fat out and you take the flavor along with it," she explains. "It's a popular item and it tastes really good."

Likewise, consumers are embracing healthier alternatives when it comes to dips, which have traditionally been considered highly indulgent. Carla Laylin, senior marketing manager for T. Marzetti Co., Columbus, Ohio, says a growing number of people are seeking a small container of low-fat dip that can be used for dipping fruit or vegetables while on the run. "People aren't sitting down and eating dinner as much as they used to, so the dips and vegetables come into play for minimeals or healthful snacks," she explains. "They've become more like, 'Let me grab a handful of carrots and my little container of dip.'"

Despite her enthusiasm for the category, Laylin concedes that the category has experienced some softening recently, primarily due to the nation's current state of affairs. Between the economy and the uncertainty of living under a continual terrorist threat, Americans have cut back in many areas, including dips. Her observation bears out in IRI figures, which show refrigerated dip dollar sales rising 3.2 percent in dollars over the past year, while unit sales fell 0.2 percent.