Want to Fuel Dairy Category Growth?
Milk is the OG Superfood, fueling people for centuries — and it’s fueling your customers today too, thanks to the numerous health and wellness benefits it provides.
Research shows that milk is one of the best beverages for hydration, even better than water or sports drinks. Researchers credit milk’s natural electrolytes, carbohydrates, and protein for its effectiveness.
Want to Fuel Dairy Category Growth?
And, it’s as farm to table as it gets:
A glass of white dairy milk has just 3 ingredients: milk, vitamin A and vitamin D — no additives, stabilizers, syrups, sugar, salt or thickeners!
Milk hydrates you better than water.
Unlike most plant-based milks, dairy milk is a complete protein — it provides all the amino acids your customers' bodies need and can't make on their own.
Find out more
Profit from a Nutrient Powerhouse
Milk is an exciting, highly valuable, powerhouse category — one that surprises and delights and, in the process, has a delightful impact on your bottom line.
Dairy Milk is a
Top 10 category for
sales and profits.
#10
#8
#3
in sales
in unit movement
in true profit just behind meat and cheese
Sources: Radius Milk Consumption Tracker 2022, IRI National Consumer Panel, 52 weeks ending 5-15-2022, Kantar Shopper Journey Insights, June 202, Inmar Wlllard Bishop Grocery 2019 SuperStudy,
IRI Total US - Multi Outlet + Conv; latest 52 weeks ending 9-4-2022
When you consider how popular milk is with consumers, the important role it plays in dairy category success becomes clear.
of Americans drink milk daily.
It’s a
for moms.
of households buy fluid dairy milk at grocery stores.
Nearly half of stock-up trips contain milk.
55% say dairy milk is a main reason for the trip.
Over 50%
“must have”
92%
46%
(Source: IRI national Consumer Panel, 52 weeks ending 5-15-2022)
Milk is a high-performance protein that delivers high-performance sales!
Grocery Stores = Dairy Destinations
Industry data shows dairy milk is a trigger category, outperforming other top categories when it comes to driving traffic and trips to grocery stores.
82%
plan to buy dairy milk pre-trip — among the highest in center store.
of shoppers say shopping for dairy milk is the main reason for their trip
55%
browsed or compared dairy milk products during their shopping trip.
67%
In fact, 30% of shoppers say they’ll walk if they can’t find their preferred dairy milk product.
That’s why giving dairy milk the care and attention it needs is essential for grocery retailers who want to make their stores a dairy destination for milk-loving customers.
Traditional Dairy Milk is the core — the biggest traffic and trip driver, especially for traditional households and families with kids.
Value-Added Dairy Milks are the growth engine — and include Organic,
Lactose Free and Health Enhanced variants.
There has been sustained, long-term growth in the VAM segment.
Sales are growing annually: the 4-year volume CAGR = +5.3%.
VAM sales were more than $1 billion greater than sales of plant-based alternatives.
+
Refrigerated Plant-based Milk
$2.7B in sales
+
VAM is the basket builder and growth engine.
CDM is the core
Refrigerated Plant-based Milk
+$764 MM in growth
Value-Added Milk
+$914 MM growth
Value-Added Milk
$3.8B in sales
Value-Added
Dairy Milk
Refrigerated
Plant-Based Milk
(2018 - 2022)
*
Optimizing the Category
Unfortunately, the dairy department typically is under-spaced and inefficiently allocated. It represents approximately 3% of SKUS and approximately 4% of retail space but delivers approximately 10% of sales and approximately 20% of true profit.
(Source: Inmar Willard Bishop Grocery 2019 SuperStudy)
There are several ways to leverage the power of dairy milk to win at retail.
click
Reconfigure and better allocate shelf space to meet immediate demand.
Add 1 more door so there is room to support future growth.
Expand and support VAM offerings.
Engage customers with optimal marketing assets and experiential merchandising throughout their shopping journey.
We’ve invested millions in research to better understand modern families and developed new, hard-hitting claims helping consumers to rethink what they know about milk.
Reconfigure and better allocate shelf space to meet immediate demand.
Add 1 more door so there is room to support future growth.
Expand and support VAM offerings.
Engage customers with optimal marketing assets and experiential merchandising throughout their shopping journey.
These claims are meeting modern families where they are digitally and on billboards across the country.
Hover over the cities to see how they come to life:
PHOENIX
Want to Fuel Dairy Together?
To learn more about MilkPEP and the resources we provide to support dairy category growth, reach out to us at growth@milkpep.org
MilkPEP.org
gonnaneedmilk.com
DETROIT
HOUSTON
X
close
ATLANTA
DENVER
CINCINNATI
DALLAS
Out of 230 total store categories it ranks:
*
Dairy Milk is a Destination category for the store
Dairy Milk
Delights Consumers
Nearly 100 billion beverage occasions per year.
It’s Ubiquitous
TRAFFIC DRIVER
Trip Driver
BASKET BUILDER
MilkPEP is funded by America’s Milk Companies. Our goal is to drive consumption and reconsideration of milk as the performance beverage it is. Core to this strategy is creating consumer oriented marketing campaigns, specifically targeted towards modern and active families.
Who is ?
Birmingham & Montgomery
BOSTON
Harrisburg & Scranton
Roanoke
ST. LOUIS
TAMPA
KANSAS CITY
Seattle
Minneapolis
RICHMOND
4
1
1
1
2
3
3
4
4
1
2
3
4
Offering a complementary selection of Traditional Dairy Milk and Value-Added Dairy Milk is a vital way to support the entire category.
Traditional + Value-Added
= Strongest
Milk Volume
While it’s true that dairy milk is a mature category, there is a huge — and immediate — opportunity to add excitement in ways that will drive conversion and growth.
5
5
$2.7 B
And Lactose-Free milks have the highest dollar sales within Value-Added Milk, growing 14% vs. year ago.
+
Traditional Dairy Milk is the core — the biggest traffic and trip driver, especially for traditional households and families with kids.
Value-Added Dairy Milks, such as Organic,
Lactose-Free and Health Enhanced variants, are the growth engine for
the category.
5
5
Value-Added Dairy Milk sales are more than $1 billion greater than plant-based alternatives and grew 9% vs. year ago.
$4 B
Annual Dollar Sales
5
5
5
Click on the cities to see how they come to life:
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Miami
Seattle
Sacramento
