At first glance, it seems that milk hasn't been dealt the best hand. But the beverage isn't considering folding: While purchasing numbers have declined in recent years, it's still present in 91% of American households, according to the September 2019 "Eating Trends: Meat, Dairy, Vegetarian, and Vegan" report from the Packaged Facts division of Rockville, Md.-based MarketResearch.com.
It's no secret that the fluid milk category has been struggling at retail for quite some time. However, sales of flavored milk and whole milk actually made some impressive gains in the not-too-distant past.
As milk alternatives made from almonds, coconut and some other decidedly non-dairy sources increase in popularity, dairy milk sales continue on a downward spiral.
Though sales are down for the overall milk category, there is still promise thanks to flavored milks and whole milk — both of these segments saw unit-sale increases.
Though overall milk sales are still struggling, whole milk brings good news. Unit sales are up and dollar sales are growing faster than those of skim/low-fat milk.
Editor's note: the Milk Processor Education Program yesterday announced it is undertaking a new integrated marketing campaign called Milk Life. The campaign will focus on the nutrition in milk, especially its protein content. In this exclusive report, MilkPEP Interim CEO Julie Kadison explains the decision.
While there has been talk about the steady decline in milk consumption lately, there is a rising star that has also been getting quite a bit of attention.
Most people who work in the dairy industry are familiar with the iconic “got milk?” milk mustache campaign, but fewer know that research is the driving force behind MilkPEP’s approach to program activities ranging from targeting to messaging and creative execution. Often, the research conducted to guide our consumer campaign also provides our processors with important and actionable insights that can help guide product development, inform marketing and drive sales.