Abstract
The overall U.S. milk market exhibited flat growth from 2001 to 2006. Yet, there was excitement, as consumers buoyed the market looking for ready-to-drink, value-added, and healthy beverage options.
This extremely thorough report will help you make informed decisions in tailoring marketing messages to different consumers, launching targeted products, and identifying retail strategies that will help stimulate market growth. Some of the issues discussed in this report include:
- The reasons for declining per-capita milk consumption and changes in the types of milk consumed
- How the industry has increased sales in under-penetrated channels such as convenience stores and vending, competing with fast-growth beverages such as bottled water and sports and energy drinks
- The reasons for the growing trend towards organic milk, and how important it is likely to become
- Evaluation of new product trends through sales data and product launch tracking by Mintel Global New Products Database
- Extensive brand sales analysis-60% of the market goes to private labels, yet in 2004-06, leading brand names significantly outperformed private-label products
- The effect that has come from promoting milk for its health properties as well as for weight loss
- How this very mature market can grow
- Consumer attitudes and opinions about milk and milk alternatives-what they think about hormones, organic, soymilk, price levels, shelf stable products, and more
- Why people drink milk and whether non-milk drinkers can be converted
- Factors contributing to inflationary pressure on milk prices and how they will influence milk demand in the future
The report examines the following segments:
- Whole milk (full-fat milk)
- Non-fat milk (skim) and low-fat milk (2%, 1%, and half-%)
- Flavored milk drinks, including chocolate milk, eggnog, and buttermilk
- Soymilk, kefir, rice milk and other milk substitutes
- Non-dairy beverages, defined as beverages that are considered non-dairy but are made from milk components such as dairy whey
Organic milk is also discussed as a part of each segment.
Excluded from this report are creamers, half-&-half, powdered milk, milk for infants, and goats' milk. Also excluded are sales of milk within the catering and industrial sectors, as well as schools and government-provided milk supplies. Shelf-stable milk is also outside of the scope of this report.
This report contains US IRI InfoScan data.
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