The 1971 song by Harry Nilsson states “You put de lime in de coconut, you drank ‘em bottom up.” However, when it comes to the dairy industry, consumers are putting de lime in the milk and drinking it up.
According to Circana, a Chicago-based market research firm, refrigerated oat milk sales were as hot as their tropical origins for the 52-week period ending Dec. 3. The subcategory achieved a 22% year-over-year dollar (YoY) sales gain to $93.4 million, while unit sales demonstrated strong strength, rising 8% YoY to 22.3 million.
No. 1 in terms of sales in the refrigerated coconut milk subcategory is Broomfield, Colo.-based Silk, whose dollar sales rose a robust 33% YoY to $55 million, to go along with unit sales rising 14% to 13 million. Bergenfield, N.J.-based Remedy Organics, the No. 3 seller in this subcategory, also had a solid year, as dollar sales rose 35% to $6 million, and unit sales climbed 34% to 1.5 million. Los Angeles-based Califia Farms was another standout, seeing dollar sales jumped 37% to $4 million, pairing nicely with a 33% unit sales gain to 982,614, according to data from Circana.
The gains extend beyond refrigerated coconut milk to ready-to-drink (RTD) varieties. As a result, RTD coconut milk sales were a smashing success. Dollar sales in this subcategory rose 43% YoY to $271 million, while unit sales saw a 27% increase to 101 million. Seattle-based Starbucks, No. 1 in this subcategory in terms of dollar sales, had sales of $62 million and unit sales of 17 million Next in line were Berkeley, Calif’s Simply Asia Foods’ Thai Kitchen and Dallas-based RP Foods LLC’s Kuii, with dollar sales of $41million and $38 million, respectively.
Even with their impressive gains, coconut milk was not the only milk subcategory to join the “dollar sales, unit sales higher” club. Refrigerated oat milk also joined this exclusive list. Its dollar sales jumped 9% YoY to $559 million, while unit sales lifted 1% to 123 million. Norwich, N.Y.-based Chobani, No. 3 in this category dollar-sales wise, was a big winner in this subcategory. Its dollar sales took off to the tune of 25% to $117 million, similar to a 23% unit sales gain to nearly 27 million, as per Circana data.
However, despite several segments of the plant-based category performing extremely well, the overall category eked out only a 0.5% dollar sales gain for the year ending Dec. 3 to $2.4 billion, along with a unit sales decline of 8% to 600 million. Weakness can be found in refrigerated almond milk (sales down 3% YoY to $1.5 billion and unit sales down 10% to 399 million) and refrigerated plant-based all other (dollar sales dropped 11% to $65 million and unit sales down 21% to 13.5 million).
Regarding traditional milk, the overall category suffered small declines in the year ending Dec. 3, per Circana data. Total dollar sales dipped by 2% YoY to $15.4 billion, similar to a 2.5% unit sales drop to 4.5 million.
Under this category, refrigerated white milk dollar sales soured by 2% YoY to $13.6 billion, while unit sales also dipped 2% to 3.9 billion. Private label accounts for $8.2 billion of these dollar sales. Beyond private label, the top white milk seller, according to Circana, is Hood, which had a strong year. The Lynnfield, Mass.-based company’s refrigerated white milk sales zoomed higher by 14% YoY to $1.1 billion, while its unit sales also turned in a strong effort, increasing 5% YoY to 211 million.
Refrigerated flavored milk saw dollar sales that were basically flat YoY (down 0.1% to $1.7 billion). Unit sales declined nearly 5% YoY to 579 million. Private label accounted for $444 million of the dollar sales. No. 2 on the list was Fairlife, which enjoyed an excellent year in this subcategory, according to Circana. The Chicago-based company’s sales rose by 19% to $176 million, while unit sales increased by 11% to 39 million.
Under the all-other-milk designation, refrigerated kefir continues to be a standout. Last year, we pointed out its dollar sales jumping 14% and unit sales rising 3 percent. This year, the subcategory’s YoY dollar sales were again hot, rising 20% YoY to nearly $140 million. Unit sales also enjoyed solid gains of 13% to $35 million.
Lifeway Foods, well known for its kefir, continues to pace this subcategory. The Morton Grove, Ill.-based company has extended its No. 1 position in the past year, with dollar sales jumping 21% to $123 million. Its unit sales were up 16% to 32 million YoY.
Lifeway’s sales were more than 20 times that of any competitor in the year ending Dec. 3, which includes private-label sales, Circana data reveals. However, one company made a big YoY move. Maple Hill’s refrigerated kefir sales saw triple-digit dollar sales gains of 375% YoY to $2.1 million, pairing well with an even greater 392% YoY unit sales gain of 318,080 for the Kinderhook, N.Y.-based company.
