The Magic of Milk
Fueling growth in dairy and total store sales
Milk plays an outsized role in your store's success
Fueling growth
Milk plays an outsized role in your store’s success.
Just how important is Dairy Milk to your bottom line?
Dairy Milk is a
category,
purchased by
over 91%
of households.
It’s in over
of baskets,
and worth over $2.4K per year.
55% of shoppers say it’s the primary reason for the trip.
$16B
50%
1
2
3
When prices surge, price-conscious consumers look for nutritional products at prices they can afford. Traditional Dairy Milk fits the bill!
Increasing frequency with just one more trip per buyer is worth over $0.5 billion dollars annually!
An Affordable Superfood for Inflationary Times
2
4
Data shows how popular milk is, even in tough economic times:
With 13 essential nutrients, it’s a nutritional powerhouse
that’s also incredibly affordable at around
(Click the shopper):
Dairy milk has a
90% share in volume, +0.3pts,
Plant Based Milks 10%, -0.3pts.
65% of dairy milk buyers agree they have to buy milk no matter how expensive it gets.
This is consistent with '07-'09 recession where dairy milk led performance across categories during and post-recession.
1
5
6
Future-proof the Category
Milk is most often consumed in cereal and oatmeal—with coffee, tea and hot chocolate—and in smoothies and protein shakes.
Letting shoppers know there are myriad more ways to use Dairy Milk can turn occasional milk shoppers into frequent buyers for years to come.
7
Use it to add richness to classic recipes such as macaroni and cheese, mashed potatoes and in hundreds of other recipes.
Let customers know milk’s protein helps cool down spicy foods and can add creaminess as a mixer with alcoholic drinks.
Promote its use as a cooking staple.
Provide out of the box inspiration!
Data shows highlighting milk’s benefits closer to the point-of-purchase can inspire usage.
Purchase intent among those exposed to a new occasion increased by 18 points — and they were 14 points higher in their belief that milk can be used in a variety of ways.
Leverage
“What Milk Can Do”
Messages
The 13 nutrients in dairy milk provide benefits related to hydration, immunity, recovery and so much more.
Funded by America’s Milk Companies, MilkPEP’s goal is to drive consumption and reconsideration of milk as the performance beverage it is.
We create consumer-oriented marketing campaigns targeted towards modern and active families — the customers who shop your dairy category.
Who is ?
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
TO LEARN MORE, VISIT MILKPEP.ORG.
gonnaneedmilk.com
Source: 1. Circana POS MULOC 52 weeks ending October 8, 2023. 2. Circana Consumer Network Panel™ Total US All Outlet 52 weeks ending October 8, 2023. 3. Inmar Willard Bishop Grocery 2019 SuperStudy. (Across Total Store (ex. Rx & Liquor)). 4. Circana POS MULOC Traditional White Milk 52 weeks ending October 8, 2023. 5. Kantar Profiles/Mintel April 2022; Base: 1,797 internet users aged 18+ who have purchased milk or non-dairy milk in the past 3 months. 6. Circana (formerly IRI) POS archived data FDMx (Food, Drug, Mass excluding Walmart). CY 2006-2011. 7. Q2 ’23 Ad Tracker Campaign Impact Report. 8. Lucid Shopper Study – June 2023
8
$0.25
per
8-ounce
glass.
Secret