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Dairy and Non-Dairy Milk - US - April 2013

“Milk is most associated with at-home breakfast or as an additive to cereal or coffee, but the growing variety of milk products invites expansion beyond these traditional usage occasions. Milk producers should embrace their product’s versatility by encouraging consumers to use milk in recipes, as a snack, or as a workout recovery beverage. In particular, innovations that offer creative flavors, convenient packaging, and trustworthy sources could help to encourage new milk usage occasions and locations.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • Can milk expand beyond the at-home breakfast and additive occasions?
  • How can non-dairy milks make cautious consumers more comfortable?
  • Are dairy and non-dairy milk enemies, or can there be collaboration?
  • Are consumers willing to turn to milk as a sports drink?

Milk in some form—dairy and/or non-dairy—is purchased by nearly 95% of U.S. households, according to Mintel research. Respondents are most likely to consume milk with breakfast, use it as an ingredient when cooking, and add it to another food or beverage, such as cereal, coffee, or tea. Milk is more versatile than these traditional usage occasions, and milk manufacturers should aim to expand usage to on-the-go occasions by creating flavors, packaging, and varieties that can be used as snacks, treats, or post-workout drinks.

Dairy milk dominates the segment with 90.5% of market share, but consumer interest in non-dairy milk is growing, especially in newer sources such as almond and coconut milk. Indeed, Mintel research finds that half of respondents purchase non-dairy milk in some format. Still, the other milk segment, led by plant-based milk brands, accounts for just 8.9% market share, according to SymphonyIRI Group multi-outlet sales data. Brands in respective portions of the aisle are taking aim at the competition, but the overlap between dairy and non-dairy milk purchase found in Mintel research suggests that consumers are likely to be active in both segments, not one or the other. 

For the purposes of this report, Mintel has included the following categories:

  • Refrigerated skim/low-fat milk
  • Refrigerated whole milk
  • Refrigerated flavored milk/eggnog/buttermilk
  • Other milk, which includes ready-to-drink milk/milk substitutes, refrigerated kefir/milk substitutes/soymilk, and refrigerated milkshakes/non-dairy drinks
  • Powdered milk

Organic milk also is discussed, and when possible, sales are identified, but it is considered a subsegment within each of the segments listed above. Excluded from the scope of this report are creamers, half-and-half, milk for infants, and milk flavorings. Kefir, while included in sales data of the other milk segment, is included as part of the analysis in Mintel’s Yogurt and Yogurt Drinks—U.S., August 2012 report. Also excluded are sales of milk within the foodservice industry.

 

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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 creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Overview
                        • The market
                          • Price increases, growing popularity of non-dairy create positive outlook for milk
                            • Figure 1: Total U.S. sales and fan chart forecast of dairy and non-dairy milk, at current prices, 2007-17
                          • Unflavored dairy milk segments outperform flavored, other milk segments
                            • Figure 2: Total U.S. retail sale of dairy and non-dairy milk, by segment, 2007-17
                          • Market factors
                            • Prices could spike if Congress unable to pass long-term milk legislation
                              • Decline in households with children affects milk market
                                • On-the-go eating occasions should be leveraged by milk manufacturers
                                  • Retail channels
                                    • One-stop-shop convenience keeps other channel top in milk purchases
                                      • Figure 3: Sales of dairy and non-dairy milk, by channel, 2010 and 2012
                                    • Key players
                                      • Price increases inspire consumers to stick with store brand for milk purchases
                                        • Figure 4: MULO sales of dairy and non-dairy milk, by leading companies, rolling 52 weeks 2012 and 2013
                                      • White milk, plant-based milk dominate innovations
                                        • Figure 5: Top 10 claims made by launches of dairy and non-dairy milk products, February 2012-13
                                      • The consumer
                                        • Dairy milk most commonly purchased compared to non-dairy milk options
                                          • Figure 6: Any household purchase of dairy and non-dairy milk, December 2012
                                        • Milk most commonly consumed with breakfast, as additive, or ingredient
                                          • Figure 7: Top five occasions for dairy and/or non-dairy milk consumption, December 2012
                                        • Non-dairy milk seen as healthier by most users, others prefer the taste to dairy milk
                                          • Figure 8: Factors influencing other dairy and/or non-dairy milk purchases, by gender and age, December 2012
                                        • Non-dairy milk more likely to be purchased by nonwhite consumers
                                          • Figure 9: Any household purchase (net) of dairy and non-dairy milk, by race/ethnicity origin index, December 2012
                                        • What we think
                                        • Issues in the Market

                                            • Can milk expand beyond the at-home breakfast and additive occasions?
                                              • How can non-dairy milks make cautious consumers more comfortable?
                                                • Are dairy and non-dairy milk enemies, or can there be collaboration?
                                                  • Are consumers willing to turn to milk as a sports drink?
                                                  • Insights and Opportunities

                                                    • Dairy brands emphasize purity to connect with conscientious buyers
                                                      • Figure 10: Organic Valley, Print Ad
                                                      • Figure 11: Garelick Farms, “Fresh Milk,” 2012
                                                    • Demand for on-the-go breakfast an opportunity for milk products
                                                      • Consumers embrace dairy—just not milk—at snack-time
                                                        • Shelf-stable milk needs to emphasize its green, long-life advantages
                                                        • Trend Applications

                                                            • Trend: The Power of One
                                                              • Trend: Factory Fear
                                                                • Mintel Futures: East Meets West
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Dairy, non-dairy milk performance reflects agricultural price shifts
                                                                      • Sales and forecast of market
                                                                        • Figure 12: Total U.S. retail sales and forecast of dairy and non-dairy milk, at current prices, 2007-17
                                                                        • Figure 13: Total U.S. retail sales and forecast of dairy and non-dairy milk, at inflation-adjusted prices (Base year 2012), 2007-17
                                                                      • Fan chart forecast
                                                                          • Figure 14: Total U.S. sales and fan chart forecast of dairy and non-dairy milk, at current prices, 2007-17
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Dairy producers avoid 2012 ‘dairy cliff’ with a short-term solution
                                                                            • Obesity concerns create challenged environment for whole, flavored milk
                                                                              • Growth in nonwhite population could continue to evolve dairy sales
                                                                                • Decline in households with children affects milk market
                                                                                  • Figure 15: Any household purchase (net) of dairy and non-dairy milk, by parents and children, December 2012
                                                                                • Milk missing out as more consumers order breakfast on-the-go
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • For their dairy fix, some are happy to eat cheese, yogurt
                                                                                      • Other drinks go after milk’s sweet spot with calcium, protein fortification
                                                                                        • Figure 16: New U.S. drinks including calcium as an ingredient, March 8, 2012-March 8, 2013
                                                                                        • Figure 17: New U.S. drinks including milk proteins as an ingredient, March 8, 2012-March 8, 2013
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Dairy segments lose share to non-dairy and other milk products
                                                                                          • Sales of dairy and non-dairy milk, by segment
                                                                                            • Figure 18: Sales of dairy and non-dairy milk, segmented by type, 2010 and 2012
                                                                                          • Despite recent declines, skim/low-fat milk retains leading position
                                                                                            • Sales and forecast of refrigerated skim/low-fat milk
                                                                                              • Figure 19: Total U.S. retail sales and forecast of refrigerated skim/low-fat milk, at current prices, 2007-17
                                                                                            • Other segment capitalizes on consumer interest, new alternative sources
                                                                                              • Sales and forecast of other* milk
                                                                                                • Figure 20: Sales and forecast of other* milk, at current prices, 2007-17
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Prices, one-stop-shop convenience draw milk buyers to other channel
                                                                                                  • Sales of dairy and non-dairy milk, by channel
                                                                                                    • Figure 21: Total U.S. retail sales of dairy and non-dairy milk, by channel, at current prices, 2010-12
                                                                                                  • Drugstores unable to withstand pressure from competitive channels
                                                                                                    • Figure 22: Total U.S. retail sales of dairy and non-dairy milk, by channel, at current prices, 2007-12
                                                                                                  • Natural supermarkets see sales growth led by the old and the new
                                                                                                    • Sales of dairy and non-dairy milk in the natural channel
                                                                                                      • Figure 23: Natural supermarket sales of dairy and non-dairy milk at current prices, 2010-12*
                                                                                                    • Natural channel sales of milk by segment
                                                                                                      • Dairy milk buyers look for organic, Organic Valley leads sales
                                                                                                        • Figure 25: Natural supermarket sales of dairy and non-dairy milk, by organic, 2010 and 2012*
                                                                                                      • Almond, coconut milk fuel growth in non-dairy segment sales
                                                                                                        • Figure 26: Natural supermarket sales of non-dairy milk, by type, 2010 and 2012*
                                                                                                      • Refrigerated milk products growing in natural supermarket channel
                                                                                                        • Figure 27: Natural supermarket sales of non-dairy milk, by shelf placement, 2010 and 2012*
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • Private label dominates milk market, brands fight to keep up
                                                                                                          • Manufacturer sales of dairy and non-dairy milk
                                                                                                            • Figure 28: MULO sales of dairy and non-dairy milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Brand Share – Dairy Milk

                                                                                                          • Key points
                                                                                                            • No clear winner as skim/low-fat milk segment suffers small declines
                                                                                                              • Manufacturer sales of skim/low-fat milk
                                                                                                                • Figure 29: MULO sales of skim/low-fat milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Brands fare better in whole milk segment, reflecting parental priorities
                                                                                                                • Manufacturer sales of whole milk
                                                                                                                  • Figure 30: MULO sales of whole milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Seasonal products, Dean Foods’ TruMoo help to boost flavored milk sales
                                                                                                                  • Manufacturer sales of flavored milk/eggnog/buttermilk
                                                                                                                    • Figure 31: MULO sales of flavored milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Brand Share – Other Milk

                                                                                                                  • Key points
                                                                                                                    • Almond, coconut milk products bring additional sales to other segment
                                                                                                                      • Retailers expand the non-dairy milk segment with private label products
                                                                                                                        • Nestlé’s Nesquik grows sales, plays with packaging
                                                                                                                          • Manufacturer sales of other milk
                                                                                                                            • Figure 32: MULO sales of other* milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Nestlé’s stable of powdered milk brands show sales gains
                                                                                                                            • Manufacturer sales of powdered milk
                                                                                                                              • Figure 33: MULO sales of powdered milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Innovations and Innovators

                                                                                                                            • Value-added dairy products could bring consumers back to milk
                                                                                                                              • Figure 34: New product claims for 175 dairy and non-dairy milk products, February 2012 to February 2013
                                                                                                                            • Flavor innovations look to expand segment beyond chocolate, vanilla
                                                                                                                              • Non-dairy grows with new alternative sources, blends
                                                                                                                                • Global innovations incorporate dairy with fruit, carbonation
                                                                                                                                • Marketing Strategies

                                                                                                                                    • Brand analysis: California Milk Processor Board
                                                                                                                                      • Onslaught against non-dairy milk inspires ‘imitation milk’ campaign
                                                                                                                                        • Figure 35: California Milk Processor Board, “Drink What’s Real,” 2012
                                                                                                                                      • Hispanic programs emphasize emotional connection with milk
                                                                                                                                        • Olympians provide platform for promotion of chocolate milk as recovery beverage
                                                                                                                                          • Figure 36: California Milk Processor Board, “Splish Splash,” 2012
                                                                                                                                        • Brand analysis: MilkPEP
                                                                                                                                          • Got Milk? goes to the Super Bowl
                                                                                                                                            • Figure 37: America’s Dairy Farmers, “Got Rock’s Milk?”
                                                                                                                                          • The Breakfast Project focus for Got Milk? print ads
                                                                                                                                            • Figure 38: Got Milk Ad, Salma Hayek
                                                                                                                                            • Figure 39: Got Milk?, Maggie Gyllenhaal
                                                                                                                                          • Brand analysis: TruMoo
                                                                                                                                            • Figure 40: TruMoo, Time to Unwind Move Prize Pack Giveaway
                                                                                                                                          • TruMoo uses good vs. evil parable for TV marketing
                                                                                                                                            • Figure 41: TruMoo, “Chocolate Milk,” 2013
                                                                                                                                          • Brand analysis: Silk
                                                                                                                                            • Blind consumer taste tests focus on breakfast occasion
                                                                                                                                              • Figure 42: Silk, “Love It/Diner,” 2012
                                                                                                                                            • Silk targets milk users in print ads, showcases product portfolio
                                                                                                                                              • Figure 43: Silk PureAlmond, print ad
                                                                                                                                              • Figure 44: Silk PureCoconut, print ad
                                                                                                                                              • Figure 45: Silk PureAlmond single-serving packaging, print ad
                                                                                                                                          • Social Media – Dairy and Non-Dairy Milk

                                                                                                                                            • Key point
                                                                                                                                              • Social media metrics
                                                                                                                                                • Figure 46: Key performance indicators, dairy and non-dairy milk brands, March 2013
                                                                                                                                              • Market overview
                                                                                                                                                • Brand usage and awareness
                                                                                                                                                  • Figure 47: Personal awareness of dairy and non-dairy milk brands, December 2012
                                                                                                                                                • Interaction with dairy and non-dairy milk brands
                                                                                                                                                  • Figure 48: Interaction with dairy and non-dairy milk brands, December 2012
                                                                                                                                                • Online conversations
                                                                                                                                                  • Figure 49: Selected dairy and non-dairy milk brands’ share of conversations, Dec. 22, 2012-March 21, 2013
                                                                                                                                                  • Figure 50: Conversations on selected dairy and non-dairy milk brands, by brand by day, Dec. 22, 2012-March 21, 2013
                                                                                                                                                • Where are people talking about dairy and non-dairy milk brands?
                                                                                                                                                  • Figure 51: Selected dairy and non-dairy milk brands’ share of brand conversations, by page type, Dec. 22, 2012-March 21, 2013
                                                                                                                                                • What are people talking about?
                                                                                                                                                  • Figure 52: Topics of conversations concerning dairy and non-dairy milk brands, Dec. 22, 2012-March 21, 2013
                                                                                                                                                  • Figure 53: Topics of conversation regarding selected dairy and non-dairy milk brands, by day, Dec. 22, 2012-March 21, 2013
                                                                                                                                                  • Figure 54: Types of conversation regarding selected dairy and non-dairy milk brands, by type of website, Dec. 22, 2012-March 21, 2013
                                                                                                                                                • Analysis by brand
                                                                                                                                                  • Silk
                                                                                                                                                    • Figure 55: Silk—Key social media indicators, March 21, 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Lactaid
                                                                                                                                                        • Figure 56: Lactaid —Key social media indicators, March 21, 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • TruMoo
                                                                                                                                                            • Figure 57: TruMoo—Key social media indicators, March 21, 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Horizon Organic
                                                                                                                                                                • Figure 58: Horizon Organic—Key social media indicators, March 21, 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • Blue Diamond Almond Breeze
                                                                                                                                                                    • Figure 59: Blue Diamond Almond Breeze—Key social media indicators, March 21, 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Dean’s
                                                                                                                                                                        • Figure 60: Dean’s—Key social media indicators, March 21, 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Kemps
                                                                                                                                                                            • Figure 61: Kemps—Key social media indicators, March 21, 2013
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                            • Consumer Purchase of Milk by Types

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Dairy milk leads purchase, non-dairy growing but not yet mainstream
                                                                                                                                                                                    • Figure 62: Change in household purchase habits of dairy and non-dairy milk, December 2012
                                                                                                                                                                                  • Dairy and non-dairy brands see overlap in household purchase
                                                                                                                                                                                    • Figure 63: Any household purchase (net) of dairy and non-dairy milk, by net purchase of dairy and non-dairy milk, December 2012
                                                                                                                                                                                  • Millennials try a variety of milk, but dairy’s most likely to be increased
                                                                                                                                                                                    • Figure 64: Increased household purchase habits of dairy and non-dairy milk, by generations, December 2012
                                                                                                                                                                                  • Men aged 18-34 lead household purchase of all milk types
                                                                                                                                                                                    • Figure 65: Any household purchase (net) of dairy and non-dairy milk, by gender and age, December 2012
                                                                                                                                                                                    • Figure 66: Increased household purchase habits of dairy and non-dairy milk, by gender and age, December 2012
                                                                                                                                                                                  • Married consumers opt for reduced-fat milk, unmarried men go for whole
                                                                                                                                                                                      • Figure 67: Any household purchase (net) of dairy and non-dairy milk, by gender and marital status, December 2012
                                                                                                                                                                                    • Households with at least one child report increased milk purchases
                                                                                                                                                                                      • Figure 68: Increased household purchase habits of dairy and non-dairy milk, by presence of children in household, December 2012
                                                                                                                                                                                  • Factors Influencing Milk Purchases

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Store brand, multiserving container most popular with ages 65+
                                                                                                                                                                                        • Figure 69: Product, packaging, and merchandising qualities of dairy and/or non-dairy milk purchases, by age, December 2012
                                                                                                                                                                                      • Organic buyers look for recyclable as well as single-serve packaging
                                                                                                                                                                                        • Figure 70: Packaging and merchandising product attributes of dairy and/or non-dairy milk purchases, by product qualities, December 2012
                                                                                                                                                                                      • Cost concerns spur reduced purchase of milk products
                                                                                                                                                                                        • Figure 71: Factors influencing any reduction in dairy or non-dairy milk purchases, by household income, December 2012
                                                                                                                                                                                      • Growth hormones more likely to span incomes than GMO concerns
                                                                                                                                                                                        • Figure 72: Product attributes of dairy and/or non-dairy milk purchases, by household income, December 2012
                                                                                                                                                                                    • Milk Consumption Occasions and Locations

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Breakfast, adding milk to food or drinks most popular occasions
                                                                                                                                                                                          • Figure 73: Occasions and locations for dairy and/or non-dairy milk consumption, December 2012
                                                                                                                                                                                        • Households with children find more occasions, locations for milk
                                                                                                                                                                                          • Figure 74: Occasions and locations for any household consumption (net) of dairy and/or non-dairy milk, by presence of children in household, December 2012
                                                                                                                                                                                        • Parents provide good role models with personal milk consumption
                                                                                                                                                                                          • Figure 75: Occasions and locations for personal consumption dairy and/or non-dairy milk, by parents with child(ren), December 2012
                                                                                                                                                                                        • Unmarried men more likely to use milk on its own, anywhere
                                                                                                                                                                                          • Figure 76: Occasions and locations for personal dairy and/or non-dairy milk consumption, by gender and marital status, December 2012
                                                                                                                                                                                        • Millennials do not limit milk consumption to at-home breakfast occasion
                                                                                                                                                                                          • Figure 77: Occasions and locations for any personal consumption of dairy and/or non-dairy milk consumption, by generations, December 2012
                                                                                                                                                                                      • Dairy – Consumer Preferences and Occasions

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Reduced-fat dairy milk favored by higher income households
                                                                                                                                                                                            • Figure 78: Milk (liquid in bottles and cartons), by household income, August 2011-August 2012
                                                                                                                                                                                            • Figure 79: Milk (liquid in bottles & cartons), by household income, August 2011-August 2012
                                                                                                                                                                                          • Households with children skimp on skim milk, prefer low-fat or whole
                                                                                                                                                                                            • Figure 80: Milk (liquid in bottles and cartons), by presence of children in household, August 2011-August 2012
                                                                                                                                                                                            • Figure 81: Milk (liquid in bottles and cartons), by presence of children in household, August 2011-August 2012
                                                                                                                                                                                          • Flavored milk inspires consumption among teens, kids
                                                                                                                                                                                              • Figure 82: Milk flavorings, by gender and age, April 2011-June 2012
                                                                                                                                                                                              • Figure 83: Milk flavorings among children aged 6-11, by gender and age, April 2011-June 2012
                                                                                                                                                                                              • Figure 84: Preferred beverages among children aged 6-11, by gender and age, April 2011-June 2012
                                                                                                                                                                                            • Oldest respondents more likely to identify dairy milk as healthy
                                                                                                                                                                                                • Figure 85: Attitudes and behaviors toward dairy milk and packaging, by generations, December 2012
                                                                                                                                                                                            • Non-dairy – Consumer Preferences and Occasions

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Single consumers more likely to purchase non-dairy milk products
                                                                                                                                                                                                  • Figure 86: Any household purchase (net) of dairy and non-dairy milk, by marital/relationship status, December 2012
                                                                                                                                                                                                • Unmarried women buy non-dairy milk because it is healthier
                                                                                                                                                                                                  • Figure 87: Factors influencing other dairy and/or non-dairy milk purchases, by gender and marital status, December 2012
                                                                                                                                                                                                • Name brand, organic influential to non-dairy milk buyers
                                                                                                                                                                                                    • Figure 88: Attributes of dairy and/or non-dairy milk purchases, by non-dairy milk purchasers, December 2012
                                                                                                                                                                                                  • Consumers turn to other dairy for health, taste
                                                                                                                                                                                                      • Figure 89: Factors influencing other dairy and/or non-dairy milk purchases, by gender and age, December 2012
                                                                                                                                                                                                    • Millennials more likely than other generations to see non-dairy positively
                                                                                                                                                                                                        • Figure 90: Attitudes and behaviors toward non-dairy milk, by generations, December 2012
                                                                                                                                                                                                      • Health drives soy, almond milk choice, seed or nut milk prized for taste
                                                                                                                                                                                                        • Figure 91: Factors influencing other dairy and/or non-dairy milk purchases, by change in household purchase habits of dairy and non-dairy milk, December 2012
                                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Non-dairy milk more likely to be purchased by nonwhite consumers
                                                                                                                                                                                                          • Figure 92: Any household purchase (net) of dairy and non-dairy milk, by four race/ethnicity origin index, December 2012
                                                                                                                                                                                                        • Hispanics adding consumption of a variety of milk types
                                                                                                                                                                                                          • Figure 93: Increased household purchase of dairy and non-dairy milk, by race/ethnicity, December 2012
                                                                                                                                                                                                        • Whole, chocolate milk popular among black consumers
                                                                                                                                                                                                          • Figure 94: Milk (liquid in bottles and cartons), by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                        • Hispanics, blacks report highest volume of milk consumption
                                                                                                                                                                                                          • Figure 95: Milk (liquid in bottles and cartons), by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                        • Black, Hispanic households find time for milk as a snack
                                                                                                                                                                                                          • Figure 96: Occasions and locations for any household consumption (net) of dairy and/or non-dairy milk, by four race/ethnicity origin index, December 2012
                                                                                                                                                                                                        • Health, taste preferences lead consumers to dairy alternatives
                                                                                                                                                                                                          • Figure 97: Factors influencing other dairy and/or non-dairy milk purchases, by race/Hispanic origin, December 2012
                                                                                                                                                                                                        • Consumers of other race concerned about organic, hormone-free milk
                                                                                                                                                                                                          • Figure 98: Growth hormones and GMO attributes of dairy and/or non-dairy milk purchases, by race/ethnicity, December 2012
                                                                                                                                                                                                        • Milk seen as suitable post-exercise beverage by nonwhite consumers
                                                                                                                                                                                                          • Figure 99: Attitudes and behaviors toward dairy milk, by race/ethnicity, December 2012
                                                                                                                                                                                                        • Other race consumers find favor with non-dairy milk products
                                                                                                                                                                                                          • Figure 100: Attitudes and behaviors toward non-dairy milk, by race/ethnicity, December 2012
                                                                                                                                                                                                        • Hispanics, Blacks interested in more single-serving packaging
                                                                                                                                                                                                          • Figure 101: Attitudes and behaviors toward milk packaging, by race/ethnicity, December 2012
                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                          • Curious, but Cautious
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Milk Traditionalists
                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Variety Seekers
                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                                    • Figure 102: Target clusters, December 2012
                                                                                                                                                                                                                                    • Figure 103: Any household purchase (net) of dairy and non-dairy milk, by target clusters, December 2012
                                                                                                                                                                                                                                    • Figure 104: Increased household purchase habits of dairy and non-dairy milk, by target clusters, December 2012
                                                                                                                                                                                                                                    • Figure 105: Product attributes of dairy and/or non-dairy milk purchases, by target clusters, December 2012
                                                                                                                                                                                                                                    • Figure 106: Factors influencing other dairy and/or non-dairy milk purchases, by target clusters, December 2012
                                                                                                                                                                                                                                    • Figure 107: Factors influencing any reduction in dairy or non-dairy milk purchases, by target clusters, December 2012
                                                                                                                                                                                                                                    • Figure 108: Occasions and locations for personal consumption of dairy and/or non-dairy milk consumption, by target clusters, December 2012
                                                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                                                    • Figure 109: Target clusters, by demographic, December 2012
                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                    • Figure 110: Agreement with attitudes and behaviors toward dairy and/or non-dairy milk, by target clusters, December 2012
                                                                                                                                                                                                                                • SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                                                    • Overview of milk
                                                                                                                                                                                                                                      • Refrigerated skim/low-fat milk—Key purchase measures
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 111: Brand map, selected brands of refrigerated skim/low-fat milk, by household penetration, 2012*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 112: Key purchase measures for the top brands of refrigerated skim/low-fat milk, by household penetration, 2012*
                                                                                                                                                                                                                                          • Refrigerated whole milk—Key purchase measures
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 113: Brand map, selected brands of refrigerated whole milk buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 114: Key purchase measures for the top brands of refrigerated whole milk, by household penetration, 2012*
                                                                                                                                                                                                                                              • Refrigerated flavored milk/eggnog/buttermilk—Key purchase measures
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 115: Brand map, selected brands of refrigerated flavored milk/eggnog/buttermilk buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 116: Key purchase measures for the top brands of refrigerated flavored milk/eggnog/buttermilk, by household penetration, 2012*
                                                                                                                                                                                                                                                • Appendix: Market Drivers

                                                                                                                                                                                                                                                  • Food cost pressures
                                                                                                                                                                                                                                                    • Figure 117: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
                                                                                                                                                                                                                                                  • Obesity
                                                                                                                                                                                                                                                    • Figure 118: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                                  • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                    • Figure 119: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                  • Racial, ethnic population growth
                                                                                                                                                                                                                                                    • Figure 120: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                    • Figure 121: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                  • Shifting U.S. demographics
                                                                                                                                                                                                                                                    • Figure 122: Population, by age, 2008-18
                                                                                                                                                                                                                                                    • Figure 123: Households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                  • Consumer confidence
                                                                                                                                                                                                                                                    • Figure 124: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                  • Unemployment
                                                                                                                                                                                                                                                    • Figure 125: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                                                                                                    • Figure 126: U.S. Unemployment and under-employment rates, 2007-13
                                                                                                                                                                                                                                                    • Figure 127: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                • Appendix – Segment Performance

                                                                                                                                                                                                                                                  • Refrigerated skim/low-fat milk
                                                                                                                                                                                                                                                    • Figure 128: Total U.S. retail sales and forecast of refrigerated skim/low-fat milk, at inflation-adjusted prices (base year 2012), 2007-17
                                                                                                                                                                                                                                                  • Refrigerated whole milk
                                                                                                                                                                                                                                                    • Figure 129: Total U.S. retail sales and forecast of refrigerated whole milk, at current prices, 2007-17
                                                                                                                                                                                                                                                    • Figure 130: Total U.S. retail sales and forecast of refrigerated whole milk, at inflation-adjusted prices (base year 2012), 2007-17
                                                                                                                                                                                                                                                  • Refrigerated flavored milk/eggnog/buttermilk
                                                                                                                                                                                                                                                    • Figure 131: Total U.S. retail sales and forecast of refrigerated flavored milk/eggnog/buttermilk, at current prices, 2007-17
                                                                                                                                                                                                                                                    • Figure 132: Total U.S. retail sales and forecast of refrigerated flavored milk/eggnog/buttermilk, at inflation-adjusted prices (base year 2012), 2007-17
                                                                                                                                                                                                                                                  • Other milk
                                                                                                                                                                                                                                                    • Powdered milk
                                                                                                                                                                                                                                                      • Figure 134: Sales and forecast of powdered milk, at current prices, 2007-17
                                                                                                                                                                                                                                                      • Figure 135: Sales and forecast of powdered milk, at inflation-adjusted prices (base year 2012), 2007-17
                                                                                                                                                                                                                                                  • Appendix – Social Media – Dairy and Non-Dairy Milk

                                                                                                                                                                                                                                                      • Figure 136: Brand usage or awareness, December 2012
                                                                                                                                                                                                                                                      • Figure 137: Dean’s usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 138: Kemps usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 139: Horizon Organic usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 140: Lactaid usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 141: Silk usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 142: Blue Diamond Almond Breeze usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 143: TruMoo usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                    • Activities done
                                                                                                                                                                                                                                                      • Figure 144: Activities done, December 2012
                                                                                                                                                                                                                                                      • Figure 145: Dean's—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 146: Kemps—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 147: Horizon Organic—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 148: Lactaid— Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 149: Silk—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 150: Blue Diamond Almond Breeze—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                      • Figure 151: TruMoo—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                                      • Figure 152: Selected dairy and non-dairy milk brands’ share of conversations, Dec. 22, 2012-March 21, 2013
                                                                                                                                                                                                                                                      • Figure 153: Conversations on selected dairy and non-dairy milk brands, by brand by day, Dec. 22, 2012-March 21, 2013
                                                                                                                                                                                                                                                      • Figure 154: Selected dairy and non-dairy milk brands’ share of brand conversations, by page type, Dec. 22, 2012-March 21, 2013
                                                                                                                                                                                                                                                      • Figure 155: Topics of conversations concerning dairy and non-dairy milk brands, Dec. 22, 2012-March 21, 2013
                                                                                                                                                                                                                                                      • Figure 156: Topics of conversation regarding selected dairy and non-dairy milk brands, by day, Dec. 22, 2012-March 21, 2013
                                                                                                                                                                                                                                                      • Figure 157: Types of conversation regarding selected dairy and non-dairy milk brands, by type of website, Dec. 22, 2012-March 21, 2013
                                                                                                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Retail channels—Natural Supermarkets
                                                                                                                                                                                                                                                      • Figure 158: Natural supermarket sales of dairy and non-dairy milk, at inflation-adjusted prices, 2010-12*
                                                                                                                                                                                                                                                    • Consumer purchase of milk by types
                                                                                                                                                                                                                                                      • Figure 159: Decreased household purchase of dairy and non-dairy milk, by gender and age, December 2012
                                                                                                                                                                                                                                                      • Figure 160: Any household purchase (net) of dairy and non-dairy milk, by generations, December 2012
                                                                                                                                                                                                                                                      • Figure 161: No change in household purchase of dairy and non-dairy milk (respondents buying the same amount), by household size, December 2012
                                                                                                                                                                                                                                                      • Figure 162: Factors influencing any reduction in dairy or non-dairy milk purchases, by gender, December 2012
                                                                                                                                                                                                                                                      • Figure 163: Factors influencing any reduction in dairy or non-dairy milk purchases, by parents with child(ren), December 2012
                                                                                                                                                                                                                                                    • Purchase preferences and attitudes toward milk
                                                                                                                                                                                                                                                      • Figure 164: Attitudes and behaviors toward dairy and/or non-dairy milk, by gender and age, December 2012
                                                                                                                                                                                                                                                      • Figure 165: Attitudes and behaviors toward dairy and/or non-dairy milk, by presence of children in household, December 2012
                                                                                                                                                                                                                                                      • Figure 166: Organic and GMO concerns of dairy and/or non-dairy milk purchases, by age, December 2012
                                                                                                                                                                                                                                                      • Figure 167: Product, packaging, and merchandising attributes of dairy and/or non-dairy milk purchases, by household income, December 2012
                                                                                                                                                                                                                                                      • Figure 168: Product attributes of dairy and/or non-dairy milk purchases, by parental status, December 2012
                                                                                                                                                                                                                                                    • Consumption occasions and locations
                                                                                                                                                                                                                                                      • Figure 169: Occasions and locations for personal consumption of dairy and/or non-dairy milk, by gender and age, December 2012
                                                                                                                                                                                                                                                      • Figure 170: Occasions and locations for any personal consumption of dairy and/or non-dairy milk, by marital/relationship status, December 2012
                                                                                                                                                                                                                                                    • Impact of race and Hispanic origin
                                                                                                                                                                                                                                                      • Figure 171: Decreased household purchase of dairy and non-dairy milk, by race/ethnicity, December 2012
                                                                                                                                                                                                                                                      • Figure 172: Occasions and locations for personal consumption of dairy and/or non-dairy milk consumption, by four race/ethnicity origin index, December 2012
                                                                                                                                                                                                                                                  • Appendix – SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                      • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                                                                                          • Regional associations
                                                                                                                                                                                                                                                            • State associations

                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                            • American Dairy Association & Dairy Council (Mid Atlantic)
                                                                                                                                                                                                                                                            • American Dairy Association & Dairy Council, Inc.
                                                                                                                                                                                                                                                            • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                                                            • American Soybean Association
                                                                                                                                                                                                                                                            • Dean Foods Company
                                                                                                                                                                                                                                                            • Horizon Organic
                                                                                                                                                                                                                                                            • HP Hood LLC
                                                                                                                                                                                                                                                            • International Dairy Foods Association
                                                                                                                                                                                                                                                            • Midland Dairy Association
                                                                                                                                                                                                                                                            • Midwest Dairy Association
                                                                                                                                                                                                                                                            • Morningstar, Inc.
                                                                                                                                                                                                                                                            • National Cheese Institute
                                                                                                                                                                                                                                                            • New England Dairy & Food Council
                                                                                                                                                                                                                                                            • Northeast Fresh Foods Alliance
                                                                                                                                                                                                                                                            • Organic Trade Association
                                                                                                                                                                                                                                                            • Prairie Farms Dairy, Inc.
                                                                                                                                                                                                                                                            • Saputo Cheese USA Inc.
                                                                                                                                                                                                                                                            • Southeast United Dairy Industry Association, Inc.
                                                                                                                                                                                                                                                            • The American Dairy Association & Dairy Council Mid East
                                                                                                                                                                                                                                                            • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                                                            • United Soybean Board (USB)
                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                            • Western Dairy Council

                                                                                                                                                                                                                                                            Dairy and Non-Dairy Milk - US - April 2013

                                                                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)