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Dairy and Non-dairy Milk - US - April 2012

Milk processors face an uphill battle, including the dominance of private labels; consumer concerns over the presence of growth hormones in non-organic milk; fluctuations in commodity prices; supply shortages for organic milk; and growing consumer concern about the safety of animal products in general. With that long list of challenges, plus the commodity image branded milk has with many consumers, the market has few growth opportunities even though consumers continue to prize milk for its nutritional benefits

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Price increases in 2011 contribute to the dollar growth; volume sales decline
                            • Figure 1: Total U.S. sales of dairy and non-dairy milk, by segment share, 2011
                          • Private labels dominate sales
                            • Organic milk exhibited growth in 2011, but supply shortages may dampen demand
                              • Figure 2: FDMx trend in dollar and volume sales of the top 3* refrigerated whole organic milk brands, 2007-11
                            • Non-dairy milk offers future growth opportunities
                              • Figure 3: Annual growth/decline in the total U.S. sales of “other” segment, 2007-11
                            • Forecast
                              • Figure 4: Forecast of dairy and non-dairy milk, at best-, worst-, and central-case scenarios, 2006-16
                            • Market factors
                              • Decline in households with children negatively influences the market
                                • Figure 5: Households with and without presence of children, by percent of total, 2001-11
                              • Hispanics offer growth opportunities
                                • Figure 6: Rate of change in the U.S. population, by Hispanic origin, 2006-16
                              • Companies, brands, and innovation
                                • Private labels account for the majority of market sales
                                  • Figure 7: Selected FDMx manufacturers sales of dairy and non-dairy milk, 2011 and 2012
                                • Pace of innovation healthy in 2011
                                  • Figure 8: New milk products count, 2006-11
                                • The consumer
                                  • By household usage, milk is a mature category
                                    • But, by personal usage rate, there is room for growth
                                      • Almond milk usage rate vies with that of soy milk
                                        • Figure 9: Incidence of personally drinking milk and milk alternatives, December 2011
                                      • Household with children are key whole milk and chocolate milk consumers
                                        • Figure 10: Household usage of milk by type, by presence of children, July 2010-September 2011
                                      • Hispanic households and those with children heavy milk consumers
                                        • Figure 11: Household volume consumption of milk, by presence of children and Hispanic origin, July 2010-September 2011
                                      • Organic option more popular in soy milk
                                        • Figure 12: Incidence of buying milk and milk alternatives, by type, December 2011
                                      • 1-gallon packaging most popular; single-serve more popular in refrigerated format
                                        • Figure 13: Incidence of buying milk and milk alternatives, by packaging size and type, December 2011
                                      • Taste and competition from other beverages the biggest roadblocks in increasing milk penetration
                                        • Figure 14: Reasons for not drinking milk, December 2011
                                      • What we think
                                      • Issues in the market

                                          • What influence do price fluctuations have on the market?
                                            • What segments/subsegments offer the biggest growth opportunities in the next five years?
                                              • How can flavored milk broaden its appeal?
                                                • To what extent will an aging population impact the growth in the milk market?
                                                  • What factors can the milk market leverage to avoid the “commodity” label?
                                                  • Insights and Opportunities

                                                    • Use of nontraditional flavors in milk can create interest
                                                      • Packaging innovation to protect milk nutrients and flavor
                                                        • Kleinpeter Farms Dairy touts the benefits of “golden” packaging
                                                          • Figure 15: Kleinpeter Farms Dairy TV ad, “The Expert Approves,” 2011
                                                      • Inspire Insights

                                                          • Trend: Without a Care
                                                            • Trend: Nonstandard Society
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Price increases bring dollar sales gain; volume sales decline
                                                                  • Figure 16: FDMx trend in dollar/volume sales and price of milk*, 2006-16
                                                                • Organic milk expectations mixed due to supply shortages
                                                                  • Growth from non-dairy milk
                                                                    • Sales and forecast of dairy and non-dairy milk
                                                                      • Figure 17: Total U.S. retail sales and forecast of dairy and non-dairy milk, at current prices, 2006-16
                                                                      • Figure 18: Total U.S. retail sales and forecast of dairy and non-dairy milk, at inflation-adjusted prices, 2006-16
                                                                    • Fan chart forecast
                                                                        • Figure 19: Fan chart forecast for dairy and non-dairy milk, at best-, worst-, and central-case scenarios, 2006-16
                                                                      • Walmart sales
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Consumption of milk stable, but not increasing
                                                                            • Figure 20: Per capita consumption of milk and cream in the U.S., 2002-10
                                                                          • Decline in households with children negatively influences the market
                                                                            • Figure 21: Households, by presence of children, 2001-11
                                                                          • Household size matters
                                                                            • Figure 22: Households, by presence of children, 2001-11
                                                                          • Kids and teens population is a key driver
                                                                            • Figure 23: Child population, by age, 2006-16
                                                                          • Hispanics and blacks offer growth opportunities
                                                                            • Figure 24: Population, by race and Hispanic origin, 2006-16
                                                                            • Figure 25: Average number of children in households, by race/Hispanic origin of householder, 2011
                                                                            • Figure 26: Household size, by race/Hispanic origin of householder, 2011
                                                                          • Obesity trends among kids/teens threaten flavored and whole milk growth
                                                                            • Figure 27: Prevalence of obesity among children/teens aged 2-19, 1976-2008
                                                                          • Organic milk supply shortages may negatively influence the market
                                                                            • Figure 28: Volume sales of milk, by segments and organic/non-organic, 2010 and 2011
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Growing popularity of vegan diet: pros and cons
                                                                              • Private labels continue to offer value pricing to outsell branded milk
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Total sales of dairy and non-dairy milk, by segment
                                                                                    • Figure 29: U.S. sales of dairy and non-dairy milk, by segment, 2006-16
                                                                                    • Figure 30: Total U.S. sales of dairy and non-dairy milk, by segment, 2009-11
                                                                                • Segment Performance—Refrigerated Skim/Low-Fat Milk

                                                                                  • Key points
                                                                                    • Private labels continue to shape the segment sales
                                                                                      • Figure 31: FDMx trend in volume sales of branded and private label refrigerated skim/low-fat milk, 2006-16
                                                                                    • Organic and rBST-free skim/low-fat milk offer small growth
                                                                                      • Figure 32: FDMx trend in dollar and volume sales and prices of the top 3* refrigerated organic skim/low-fat milk brands, 2006-16
                                                                                    • Milk processors can bring growth through innovation
                                                                                      • Total sales of refrigerated skim/low-fat milk
                                                                                        • Figure 33: U.S. sales of refrigerated skim/low-fat milk, 2006-16
                                                                                    • Segment Performance—Refrigerated Whole Milk

                                                                                      • Key points
                                                                                        • Private labels are the major player in the segment
                                                                                          • Figure 34: FDMx trend in total dollar/volume sales and price of refrigerated whole milk, 2006-16
                                                                                        • Small growth from organic milk
                                                                                          • Figure 35: FDMx trend in dollar and volume sales of the top 3* refrigerated whole organic milk brands, 2006-16
                                                                                        • Total sales of refrigerated whole milk
                                                                                          • Figure 36: U.S. sales of refrigerated whole milk, 2006-16
                                                                                      • Segment Performance—Refrigerated Flavored Milk

                                                                                        • Key points
                                                                                          • Volume sales decline; high-calorie profile ticks off parents/schools
                                                                                            • Figure 37: Trends in FDMx flavored milk annual percentage change in dollar/volume sales and prices, 2006-16
                                                                                          • Flavored milk gets functional boost
                                                                                            • Flavor innovation should offer growth opportunity
                                                                                              • Total sales of refrigerated flavored milk
                                                                                                • Figure 38: U.S. sales of refrigerated flavored milk, 2006-16
                                                                                            • Segment Performance—Powdered/Condensed/ Evaporated Milk

                                                                                              • Key points
                                                                                                • Growth comes from price increases
                                                                                                  • Figure 39: FDMx trend in dollar and volume sales of powdered/condensed/evaporated milk, 2006-16
                                                                                                • Private labels and Nestlé performance decides the segment’s sales
                                                                                                  • The segment needs an image makeover
                                                                                                    • Total sales of powdered/condensed milk
                                                                                                      • Figure 40: U.S. sales of powdered/condensed milk, 2006-16
                                                                                                  • Segment Performance—Other

                                                                                                    • Key points
                                                                                                      • Almond milk infuses growth; soy milk declines
                                                                                                        • Milk in single-serve packaging with on-the-go convenience offers growth potential
                                                                                                          • Total sales of other milk
                                                                                                            • Figure 41: U.S. sales of other* milk, 2006-16
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Supermarkets are the biggest purveyor of milk in the U.S.
                                                                                                              • Other retailers exhibit strong growth
                                                                                                                • Natural channels: dairy milk stable, soy milk down, almond rises
                                                                                                                  • Figure 42: U.S. sales of dairy and non-dairy milk, by retail channel**, 2009 and 2011
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • Dean Foods gains on the strength of TruMoo, non-dairy, and organic milk
                                                                                                                    • Private labels grow market share
                                                                                                                      • Figure 43: Selected FDMx manufacturers sales of dairy and non-dairy milk, 2011 and 2012
                                                                                                                  • Brand Share—Refrigerated Skim/Low-Fat Milk

                                                                                                                    • Private labels command top share, branded milk loses market share
                                                                                                                      • Dean’s Horizon Organic brand shows impressive growth
                                                                                                                        • Figure 44: Selected FDMx brand sales of refrigerated skim/low-fat milk, 2011 and 2012
                                                                                                                    • Brand Share—Refrigerated Whole Milk

                                                                                                                      • Private labels top segment sales; Dean Foods the second-biggest player
                                                                                                                        • Figure 45: Selected FDMx brand sales of refrigerated whole milk, 2011 and 2012
                                                                                                                    • Brand Share—Refrigerated Flavored Milk

                                                                                                                      • Private labels command the biggest share due to price advantage
                                                                                                                        • Nestlé’s Nesquik disappoints
                                                                                                                          • Dean Foods introduces TruMoo, gives chocolate milk a makeover
                                                                                                                            • Figure 46: Selected FDMx brand sales of refrigerated flavored milk, 2011 and 2012
                                                                                                                        • Brand Share—Other (Non-Dairy Milk)

                                                                                                                          • Silk Soymilk declines; Silk Pure Almond gains
                                                                                                                            • Blue Diamond exhibits higher sales in refrigerated section, compared to shelf-stable version
                                                                                                                              • Figure 47: Selected FDMx brand sales of refrigerated non-dairy milk, 2011 and 2012
                                                                                                                          • Brand Share—Powdered/Condensed/Evaporated Milk

                                                                                                                            • Nestlé’s Nido powdered milk exhibits growth; private labels decline
                                                                                                                              • Private labels sales decline
                                                                                                                                • Figure 48: Selected FDMx brand sales of refrigerated other milk, 2011 and 2012
                                                                                                                            • Innovations and Innovators

                                                                                                                              • Key points
                                                                                                                                • Pace of innovation healthy in 2011
                                                                                                                                  • Figure 49: New milk products count, 2006-11
                                                                                                                                • The top 10 claims are health-focused
                                                                                                                                  • Figure 50: Top 10 claims in new milk products, 2006-11
                                                                                                                                • New product count: private labels versus branded
                                                                                                                                  • Figure 51: New milk and milk alternative product counts, by branded and private label, 2006-11
                                                                                                                                • Functional milk can help compete better with other beverage categories
                                                                                                                                  • Emphasis on the region
                                                                                                                                    • Limited-edition packaging and flavors
                                                                                                                                      • Non-dairy milk alternatives underscore the presence of calcium and more
                                                                                                                                        • Hispanic-targeted products
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview
                                                                                                                                            • MilkPEP continues to tailor messages to new needs
                                                                                                                                              • The Breakfast Project
                                                                                                                                                • Refuel with Chocolate Milk Program
                                                                                                                                                  • got milk? attacks the competition through humor
                                                                                                                                                    • Television ad campaigns
                                                                                                                                                      • Borden promises “no ordinary milk”
                                                                                                                                                        • Figure 52: Borden TV ad, “Liquid Fuel,” 2011
                                                                                                                                                      • Dairy Farmers of Tennessee promote milk
                                                                                                                                                        • Figure 53: Dairy Farmers of Tennessee TV ad, “Drink Milk,” 2011
                                                                                                                                                      • Nestlé promotes “100 calorie” Nesquik
                                                                                                                                                        • Figure 54: Nestlé TV ad, “Just Be Happy,” 2011
                                                                                                                                                      • Silk engages in competitive advertising
                                                                                                                                                        • Figure 55: WhiteWave Foods Company TV ad, “Taste for Yourself,” 2011
                                                                                                                                                    • The Milk Consumer

                                                                                                                                                      • Key points
                                                                                                                                                        • Milk is a mature category
                                                                                                                                                          • Figure 56: Trends in the incidence of household consumption of milk, May 2004-September 2011
                                                                                                                                                        • Volume consumption of milk stable
                                                                                                                                                          • Figure 57: Trends in the household volume consumption of milk, May 2004-September 2011
                                                                                                                                                        • Chocolate milk experiences growth in its consumer base during 2009-11
                                                                                                                                                            • Figure 58: Trends in the household usage of milk, by type, May 2004-September 2011
                                                                                                                                                          • Low-income households key consumers for whole milk
                                                                                                                                                              • Figure 59: Household usage of milk by type, by household income, July 2010-September 2011
                                                                                                                                                            • Household with children are key whole milk and chocolate milk consumers
                                                                                                                                                              • Figure 60: Household usage of milk by type, by presence of children, July 2010-September 2011
                                                                                                                                                            • Three quarters of all adults drink cow’s milk
                                                                                                                                                              • Almond milk almost as popular as soy milk
                                                                                                                                                                • Figure 61: Incidence of personally drinking or buying milk and milk alternatives, by age, December 2011
                                                                                                                                                            • Milk and Milk Alternative Consumption—By Type and Flavored/Non-Flavored

                                                                                                                                                              • Flavored option most popular in soy milk
                                                                                                                                                                • Figure 62: Incidence of buying milk and milk alternatives, by flavored and non-flavored options, December 2011
                                                                                                                                                              • Adults aged 18-24 are the key flavored milk consumers
                                                                                                                                                                • Figure 63: Incidence of buying milk and milk alternatives, by flavored options, by age, December 2011
                                                                                                                                                              • Lowest-income households exhibit the highest interest in flavored milk
                                                                                                                                                                • Figure 64: Incidence of buying milk and milk alternatives, by flavored options, by household income, December 2011
                                                                                                                                                              • Households with children are the key flavored milk consumers
                                                                                                                                                                • Figure 65: Incidence of buying milk and milk alternatives, by flavored options, by presence of children, December 2011
                                                                                                                                                              • Organic, non-organic, rBST-free milk
                                                                                                                                                                • Figure 66: Incidence of buying milk and milk alternatives, by type, December 2011
                                                                                                                                                              • Organic milk more popular among adults aged 18-44
                                                                                                                                                                • Figure 67: Incidence of buying cow’s milk, by type, by age, December 2011
                                                                                                                                                              • Households with children are the key organic milk consumers
                                                                                                                                                                • Figure 68: Incidence of buying cow’s milk, by type, by presence of children, December 2011
                                                                                                                                                            • Reasons for Drinking Milk and Soy Milk

                                                                                                                                                              • Key points
                                                                                                                                                                • Milk most popular as a breakfast beverage and for its nutritional profile
                                                                                                                                                                  • Milk as a thirst quencher and sports drinks
                                                                                                                                                                    • Milk can be co-promoted with other foods
                                                                                                                                                                      • Figure 69: Reasons for drinking milk and soy milk, by age, December 2011
                                                                                                                                                                      • Figure 70: Reasons for drinking milk and soy milk, by presence of children in household, December 2011
                                                                                                                                                                  • Milk and Milk Alternative Purchase by Packaging Size and Type

                                                                                                                                                                    • 1-gallon packaging most popular for cow’s milk
                                                                                                                                                                      • Half-gallon format more popular in lactose-free, soy, and nut/seed milk
                                                                                                                                                                        • Single-serve milk more popular in refrigerated format
                                                                                                                                                                          • Figure 71: Incidence of buying milk and milk alternatives, by packaging size and type, December 2011
                                                                                                                                                                        • Households with children are more interested in single-serve packaging
                                                                                                                                                                          • Figure 72: Incidence of buying milk and milk alternatives by packaging size, by presence of children, December 2011
                                                                                                                                                                      • Attitudes Toward Milk Flavors

                                                                                                                                                                        • Chocolate is the most popular flavor in milk
                                                                                                                                                                          • Figure 73: Attitudes toward milk flavors, December 2011
                                                                                                                                                                          • Figure 74: Attitudes toward milk flavors, by presence of children, December 2011
                                                                                                                                                                      • Attitudes Toward Milk

                                                                                                                                                                        • Milk packaging considered boring, inconvenient
                                                                                                                                                                          • Aseptic packaging can bring incremental sales
                                                                                                                                                                            • Trend toward local can benefit regional/local brands
                                                                                                                                                                              • Flavored milk considered too sugary
                                                                                                                                                                                • Functional milk and milk-based beverages can bring growth
                                                                                                                                                                                  • Figure 75: Attitudes toward milk, December 2011
                                                                                                                                                                                  • Figure 76: Attitudes toward milk (any agree), by age, December 2011
                                                                                                                                                                              • Reasons for Not Drinking Milk

                                                                                                                                                                                • Taste and competition from other beverages are the biggest roadblocks
                                                                                                                                                                                  • More than one quarter of nonusers report lactose intolerance
                                                                                                                                                                                    • Milk beverage option not considered by one in seven nonusers
                                                                                                                                                                                      • Milk not considered a good-for-you beverage by some
                                                                                                                                                                                        • Figure 77: Reasons for not drinking milk, December 2011
                                                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Black households are the key flavored milk consumers
                                                                                                                                                                                          • Figure 78: Household usage of milk by type, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                                        • Hispanic households are the most prolific milk consumer
                                                                                                                                                                                          • Figure 79: Household volume consumption of milk, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                                        • Almond milk usage high among Asians and blacks
                                                                                                                                                                                          • Figure 80: Incidence of personally drinking or buying milk and milk alternatives, by race/Hispanic origin, December 2011
                                                                                                                                                                                        • Blacks and Hispanics favor flavored milk
                                                                                                                                                                                          • Figure 81: Incidence of buying milk and milk alternatives, by flavored options, by race/Hispanic origin, December 2011
                                                                                                                                                                                        • Asians and Hispanics are the key organic milk consumers
                                                                                                                                                                                          • Figure 82: Incidence of buying cow’s milk, by type, by race/Hispanic origin, December 2011
                                                                                                                                                                                        • Hispanics are more likely than non-Hispanics to drink milk as a breakfast beverage
                                                                                                                                                                                          • Figure 83: Reasons for drinking milk and soy milk, by race/Hispanic origin, December 2011
                                                                                                                                                                                        • Hispanics show lower-than-average interest in chocolate flavor
                                                                                                                                                                                          • Figure 84: Attitudes toward milk flavors, by race/Hispanic origin, December 2011
                                                                                                                                                                                        • Asians, Hispanics, and other race show interest in functional milk
                                                                                                                                                                                          • Figure 85: Attitudes toward milk (any agree), by race/Hispanic origin, December 2011
                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                        • Health and Wellbeing segmentation
                                                                                                                                                                                          • Healthy Holistics show higher-than-average interest in soy and organic milk
                                                                                                                                                                                            • Fat-free milk can be positioned as a weight loss tool
                                                                                                                                                                                              • Figure 86: Household milk consumption by type, by health and wellbeing segment, July 2010-September 2011
                                                                                                                                                                                            • Food Lifestyle segmentation
                                                                                                                                                                                              • True Foodies are the key milk consumer
                                                                                                                                                                                                • Figure 87: Household milk consumption by type, by food lifestyle segment, July 2010-September 2011
                                                                                                                                                                                              • Generation-based differences exist in milk usage
                                                                                                                                                                                                • Swing Generation shows lower-than-average interest in milk
                                                                                                                                                                                                  • Figure 88: Incidence of personally drinking or buying milk and milk alternatives, by generation, December 2011
                                                                                                                                                                                                • Millennials more likely to drink milk as breakfast beverage, thirst quencher, and sports drinks
                                                                                                                                                                                                    • Figure 89: Reasons for drinking milk and soy milk, by generation, December 2011
                                                                                                                                                                                                  • Flavor choice differs by generations
                                                                                                                                                                                                      • Figure 90: Attitudes toward milk flavors, by race/Hispanic origin, December 2011
                                                                                                                                                                                                    • Milk packaging—boring for Millennials, inconvenient for the Swing Generation
                                                                                                                                                                                                        • Figure 91: Attitudes toward milk (any agree), by generation, origin, December 2011
                                                                                                                                                                                                    • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                        • Overview of milk
                                                                                                                                                                                                          • Refrigerated skim/low-fat milk—consumer insights on key purchase measures
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 92: Brand map, selected brands of refrigerated skim/low-fat milk buying rate, by household penetration, 2011*
                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                • Figure 93: Key purchase measures for the top brands of refrigerated skim/low-fat milk, by household penetration, 2011*
                                                                                                                                                                                                              • Refrigerated flavored milk—consumer insights on key purchase measures
                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                  • Figure 94: Brand map, selected brands of refrigerated flavored milk/eggnog/buttermilk buying rate, by household penetration, 2011*
                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                    • Figure 95: Key purchase measures for the top brands of refrigerated flavored milk/eggnog/buttermilk, by household penetration, 2011*
                                                                                                                                                                                                                  • Refrigerated whole milk—consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 96: Brand map, selected brands of refrigerated whole milk buying rate, by household penetration, 2011*
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 97: Key purchase measures for the top brands of refrigerated whole milk, by household penetration, 2011*
                                                                                                                                                                                                                      • Evaporated/condensed milk—consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 98: Brand map, selected brands of evaporated/condensed milk buying rate, by household penetration, 2011*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 99: Key purchase measures for the top brands of evaporated/condensed milk, by household penetration, 2011*
                                                                                                                                                                                                                        • Appendix—SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                          • Appendix—Retail Channels

                                                                                                                                                                                                                            • Retail channels—supermarkets
                                                                                                                                                                                                                              • Figure 100: U.S. sales of dairy and non-dairy milk at supermarkets, 2006-11
                                                                                                                                                                                                                            • Retail channels—supercenters and warehouse clubs
                                                                                                                                                                                                                              • Figure 101: U.S. sales of dairy and non-dairy milk at supercenters and warehouse clubs, 2006-11
                                                                                                                                                                                                                            • Retail channels—drug stores
                                                                                                                                                                                                                              • Figure 102: U.S. sales of dairy and non-dairy milk at drug stores, 2006-11
                                                                                                                                                                                                                            • Retail channels—other
                                                                                                                                                                                                                              • Figure 103: U.S. sales of dairy and non-dairy milk at other* channels, 2006-11
                                                                                                                                                                                                                            • Sales of dairy and non-dairy milk in the natural channel
                                                                                                                                                                                                                              • Figure 104: Natural supermarket sales of milk and non-dairy milk at current prices, 2009-11*
                                                                                                                                                                                                                              • Figure 105: Natural supermarket sales of milk and non-dairy milk, at inflation-adjusted prices, 2009-11*
                                                                                                                                                                                                                            • Natural channel sales by segment
                                                                                                                                                                                                                              • Figure 106: Natural supermarket sales of milk and non-dairy milk, by segment, 2009 and 2011*
                                                                                                                                                                                                                            • Brands of significance
                                                                                                                                                                                                                              • Natural channel sales of milk and non-dairy milk by organic
                                                                                                                                                                                                                                • Figure 107: Natural supermarket sales of milk and non-dairy milk, by organic, 2009 and 2011*
                                                                                                                                                                                                                              • Natural channel sales of non-dairy milk by shelf placement
                                                                                                                                                                                                                                • Figure 108: Natural supermarket sales of non-dairy milk, by shelf placement, 2009 and 2011*
                                                                                                                                                                                                                            • Appendix—Other Useful Tables

                                                                                                                                                                                                                              • Milk consumption by type
                                                                                                                                                                                                                                • Figure 109: Household usage of milk by type, by number of people in household, July 2010-September 2011
                                                                                                                                                                                                                              • Volume consumption of milk high in households with more people and children
                                                                                                                                                                                                                                • Figure 110: Household volume consumption of milk, by number of people in household, July 2010-September 2011
                                                                                                                                                                                                                                • Figure 111: Household volume consumption of milk, by presence of children, July 2010-September 2011
                                                                                                                                                                                                                                • Figure 112: Incidence of personally drinking or buying milk and milk alternatives, by presence of children in household, December 2011
                                                                                                                                                                                                                                • Figure 113: Incidence of buying cow’s milk, by type, by household income, December 2011
                                                                                                                                                                                                                                • Figure 114: Reasons for drinking milk and soy milk, by gender, December 2011
                                                                                                                                                                                                                                • Figure 115: Incidence of buying milk and milk alternatives, by packaging size, by age, December 2011
                                                                                                                                                                                                                                • Figure 116: Incidence of buying milk and milk alternatives, by packaging size, by household income, December 2011
                                                                                                                                                                                                                                • Figure 117: Attitudes toward milk flavors, December 2011
                                                                                                                                                                                                                                • Figure 118: Attitudes toward milk flavors, by age, December 2011
                                                                                                                                                                                                                            • Impact of Race/Hispanic Origin—Other Useful Tables

                                                                                                                                                                                                                                • Figure 119: Incidence of buying milk and milk alternatives, by packaging size, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • American Dairy Association & Dairy Council (Mid Atlantic)
                                                                                                                                                                                                                              • American Dairy Association & Dairy Council, Inc.
                                                                                                                                                                                                                              • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                              • American Soybean Association
                                                                                                                                                                                                                              • Blue Diamond
                                                                                                                                                                                                                              • Dean Foods Company
                                                                                                                                                                                                                              • Garelick Farms
                                                                                                                                                                                                                              • Horizon Organic
                                                                                                                                                                                                                              • HP Hood LLC
                                                                                                                                                                                                                              • International Dairy Foods Association
                                                                                                                                                                                                                              • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                              • Land O'Lakes Inc.
                                                                                                                                                                                                                              • Midland Dairy Association
                                                                                                                                                                                                                              • Midwest Dairy Association
                                                                                                                                                                                                                              • National Cheese Institute
                                                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                                                              • New England Dairy & Food Council
                                                                                                                                                                                                                              • Northeast Fresh Foods Alliance
                                                                                                                                                                                                                              • Organic Trade Association
                                                                                                                                                                                                                              • Prairie Farms Dairy, Inc.
                                                                                                                                                                                                                              • Southeast United Dairy Industry Association, Inc.
                                                                                                                                                                                                                              • The American Dairy Association & Dairy Council Mid East
                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                              • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                              • United Soybean Board (USB)
                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                              • Western Dairy Council
                                                                                                                                                                                                                              • Whole Foods Market Inc

                                                                                                                                                                                                                              Dairy and Non-dairy Milk - US - April 2012

                                                                                                                                                                                                                              £3,174.67 (Excl.Tax)