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Milk, Creamers and Non-Dairy Milk - US - April 2014

“Consumers are searching for innovative products, new flavors, and convenient packaging to fulfill their desire for healthier, on-the-go lifestyles. Opportunities for growth are present for the milk category to adapt to consumers’ nutritional demand by diversifying flavor profiles and occasion usage. However, the industry faces obstacles in its efforts to reestablish itself as a healthy, functional beverage. Can consumers be convinced that dairy and non-dairy beverages are an attractive on-the-go addition to their lifestyles, and can the industry’s recent health refocus penetrate the market enough to increase sales and change any negative perceptions?”

– Elizabeth Sisel, Beverage Analyst

Some questions answered in this report include:

  • Can health angle turn around the milk category?
  • Can milk retailers be successful in the on-the-go market?
  • Is flavoring the answer to category innovation?
  • How important is the refrigerated section to non-dairy products?

Dairy milk dominates the segment with 67.7% of market share, but consumer interest in non-dairy milk is growing, with almond milk sales surpassing that of soy milk for the first time. However, the other milk segment, led by plant-based milk brands, remains small. Interest in coffee creamers is also seeing growth, with the segment making up 14.9% of market share. Dairy and non-dairy brands are competing in their own segments and against each other. However, Mintel research suggests that consumers are likely to be active across multiple segments purchasing a variety of dairy and non-dairy products, not just one.

This report builds on the analysis presented in Mintel’s Dairy and Non-dairy Milk – US, April 2013, as well as the April 2012 report of the same title and Milk – US, April 2010, as well as the May 2009, June 2007, May 2006, April 2003, and June 2001 reports of the same title.

For the purposes of this report, Mintel has segmented the market as follows:

  • Refrigerated skim/low-fat (1% and 2%) milk
  • Refrigerated whole milk
  • Refrigerated cream/half & half
  • Refrigerated flavored milk/eggnog/buttermilk
  • Other milk/milk substitutes, including ready-to-drink milk/milk substitutes, refrigerated kefir/milk substitutes/soy milk, and refrigerated milkshakes/non-dairy drinks
  • Shelf-stable coffee creamer and refrigerated non-dairy creamer

Non-dairy creamer includes dairy-free products designed to lighten the color and enhance the flavor of coffee, such as Coffee-mate and Cremora. Soy-based creamer, such as WhiteWave’s Silk brand, is included, but “regular” soy milk is excluded. Non-dairy creamer may be flavored or unflavored.

Excluded from this report are milk flavorings; coffee and coffee mixes; syrups or other products used to flavor or sweeten coffee. Also excluded are specialty or European-style creams such as clotted cream, Devonshire cream, and double cream, as well as whipped toppings. Sales of milk, creamers, and non-dairy milk within the foodservice industry are also excluded.

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of milk, creamer, and non-dairy milk, at current prices, 2008-18
                    • Other segment leads in growth, skim/low-fat milk continues to dominate
                      • Figure 2: Total US retail sales of dairy milk, non-dairy milk, cream, and creamer, by segment, 2008-18
                    • Market factors
                      • Producers avoid “dairy cliff,” increased global demand hikes milk prices
                        • Obesity concerns continue to drive health trends
                          • Households with children top milk purchasers
                            • Multicultural population growth encourages increased milk consumption
                              • Retail channels
                                • Figure 3: Total US retail sales of milk, creamer, and non-dairy milk, by channel, at current prices, 2011-13
                              • Key players
                                • Figure 4: MULO sales of dairy and non-dairy milk, by leading companies, rolling 52 weeks 2013
                              • The consumer
                                • Young consumers most increasing their dairy, non-dairy product purchases
                                  • Figure 5: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Buying more, by generations, February 2014
                                • Dairy, non-dairy products most consumed as an accompaniment, at home
                                  • Figure 6: Occasions and locations for drinking, February 2014
                                • Younger consumers prefer refrigerated dairy, non-dairy, name brand products
                                  • Figure 7: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by generations, February 2014
                                • Respondents interested in natural sweeteners, sophisticated flavors for flavored milks
                                  • Figure 8: Attitudes and behaviors toward flavored dairy and non-dairy milk and cream/creamer – Any agree, February 2014
                                • What we think
                                • Issues and Insights

                                    • Can health angle turn around the milk category?
                                      • Issues
                                        • Insight
                                          • Can milk retailers be successful in the on-the-go market?
                                            • Issues
                                              • Insight
                                                • Is flavoring the answer to category innovation?
                                                  • Issues
                                                    • Insight
                                                      • How important is the refrigerated section to non-dairy products?
                                                        • Issues
                                                          • Insight
                                                          • Trend Applications

                                                              • Trend: Extend My Brand
                                                                • Trend: The Big Issue
                                                                  • Trend: Transumers
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Fluctuating milk prices, new health angle affect milk category growth
                                                                        • Figure 9: The Food-at-Home annual price change, by category, 2008-14
                                                                      • Sales and forecast of market
                                                                        • Figure 10: Total US retail sales of milk, creamer, and non-dairy milk, 2008-18
                                                                        • Figure 11: Total US retail sale of milk, creamer, and non-dairy milk, at inflation-adjusted prices, 2008-18
                                                                      • Fan chart forecast
                                                                          • Figure 12: Total US sales and fan chart forecast of milk, creamer, and non-dairy milk, at current prices, 2008-18
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Producers avoid “dairy cliff,” increased global demand hikes milk prices
                                                                            • Health trends put new spin on milk, childhood obesity remains a concern
                                                                              • Households with children more likely to purchase milk products
                                                                                • Figure 13: US households, by presence of own children, 2003-13
                                                                              • Multicultural population growth encourages increased milk consumption
                                                                                • Figure 14: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer, by race, February 2014
                                                                              • Greater household disposable income supports high milk prices
                                                                                • Figure 15: Real disposable personal income, February 2007-October 2013
                                                                            • Competitive Context

                                                                              • Competition from other beverages
                                                                                • Figure 16: Non-alcoholic and alcoholic drink purchases, November 2013
                                                                              • Other forms of dairy already in the on-the-go, breakfast, health spaces
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Other segment drives category growth, skim/low-fat milk falters
                                                                                    • Sales of market, by segment
                                                                                      • Figure 17: Total US retail sales of milk, creamer, and non-dairy milk, by segment, at current prices, 2011 and 2013
                                                                                    • Skim/low-fat milk remains category leader, but declines continue
                                                                                      • Sales and forecast of refrigerated skim/low-fat milk
                                                                                        • Figure 18: Total US retail sales and forecast of refrigerated skim/low-fat milk, 2008-18
                                                                                      • Whole milk recovers from declines, new health trends may support growth
                                                                                        • Sales and forecast of refrigerated whole milk
                                                                                          • Figure 19: Total US retail sales of refrigerated whole milk, 2008-18
                                                                                        • Flavored dairy milks could bounce back as milk benefits highlighted
                                                                                          • Sales and forecast of refrigerated flavored milk/eggnog/buttermilk
                                                                                            • Figure 20: Total US retail sales of refrigerated flavored milk/eggnog/buttermilk, 2008-18
                                                                                          • Other segment sees high growth as non-dairy milk popularity surges
                                                                                            • Sales and forecast of other milk products
                                                                                              • Figure 21: Total US retail sales of other milk products (includes ready-to-drink milk/milk substitutes, refrigerated kefir/milk substitutes/soy milk; refrigerated milkshakes/non-dairy drinks), 2008-18
                                                                                            • Cream/half & half segment remains small with consistent growth
                                                                                              • Sales and forecast of refrigerated cream/half & half
                                                                                                • Figure 22: Total US retail sales of refrigerated cream/half & half, 2008-18
                                                                                              • Coffee creamer segment forecast to remain successful through 2018
                                                                                                • Sales and forecast of coffee creamer
                                                                                                  • Figure 23: Total US retail sales of coffee creamer, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • The other retail channel closing gap between channel leader supermarkets
                                                                                                    • Sales of market, by channel
                                                                                                      • Figure 24: Total US retail sales of milk, creamer, and non-dairy milk, by channel, at current prices, 2011-13
                                                                                                    • Supermarkets, drug stores struggle to reach pre-recession sales
                                                                                                      • Figure 25: Total US retail sales of milk, creamer, and non-diary milk, by channel, at current prices, 2008-13
                                                                                                    • Sales of dairy and non-dairy milk in the natural channel
                                                                                                      • Figure 26: Natural supermarket sales of dairy and non-dairy milk, at current prices, 2011-13
                                                                                                      • Figure 27: National supermarket sales of dairy and non-dairy milk, by segment, at current prices, 2011 and 2013
                                                                                                      • Figure 28: Natural supermarket sales of dairy and non-dairy milk, by organic content, 2011 and 2013
                                                                                                      • Figure 29: Natural supermarket sales of non-dairy milk, by type, 2011 and 2013
                                                                                                      • Figure 30: Natural supermarket sales of non-dairy milk, by shelf placement, 2011 and 2013
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • National brands catching up to private label in milk market
                                                                                                        • Manufacturer sales of milk, creamer, and non-dairy milk
                                                                                                          • Figure 31: MULO sales of milk, creamer, and non-dairy milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Brand Share – Dairy Milk

                                                                                                        • Key points
                                                                                                          • Skim/low-fat milk segment continues downward trend
                                                                                                            • Manufacturer sales of skim/low-fat milk
                                                                                                              • Figure 32: MULO sales of skim/low-fat milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Brand loyalty strong in private label skim/low-fat milk
                                                                                                              • Figure 33: Key purchase measures for the top brands of skim/low-fat milk, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                            • Whole milk outpaces skim/low-fat category, reflecting organic preference
                                                                                                              • Manufacturer sales of whole milk
                                                                                                                • Figure 34: MULO sales of whole milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Brand loyalty strong in private label whole milk
                                                                                                                • Figure 35: Key purchase measures for the top brands of whole milk, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
                                                                                                              • Flavored milk sales driven by BFY options, TruMoo leads the charge
                                                                                                                • Manufacturer sales of flavored milk/eggnog/buttermilk
                                                                                                                  • Figure 36: MULO sales of flavored milk/eggnog/buttermilk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • TruMoo sees increases in purchase volume
                                                                                                                  • Figure 37: Key purchase measures for the top brands of flavored milk/eggnog/buttermilk, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                              • Brand Share – Non-dairy Milk

                                                                                                                • Key points
                                                                                                                  • Plant-based milk products become segment leaders
                                                                                                                    • Soy milk fails to impress as almond and coconut milk flourishes
                                                                                                                      • Brand name is clear choice over private label in non-dairy milk segment
                                                                                                                        • Nestlé’s Nesquik sees little growth in non-dairy milk segment
                                                                                                                          • Manufacturer sales of other milk
                                                                                                                            • Figure 38: MULO sales of other* milk, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Brand loyalty strong for name brand products in non-dairy milk
                                                                                                                            • Figure 39: Key purchase measures for the top brands of milk substitutes/soy milk/kefir, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                        • Brand Share – Creamer and Cream

                                                                                                                          • Key points
                                                                                                                            • Nestlé dominates the creamers category, new flavors drive sales
                                                                                                                              • Manufacturer sales of coffee creamer
                                                                                                                                • Figure 40: MULO sales of coffee creamer, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                              • Brand loyalty supports branded coffee creamer sales
                                                                                                                                • Figure 41: Key purchase measures for the top brands of coffee creamer, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                              • Private label controls cream segment, Dean Foods suffers big losses
                                                                                                                                • Manufacturer sales of cream
                                                                                                                                  • Figure 42: MULO sales of dairy cream/half & half, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                • Brand loyalty strong in private label dairy cream
                                                                                                                                  • Figure 43: Key purchase measures for the top brands of dairy cream/half & half, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                              • Innovations and Innovators

                                                                                                                                • Protein power
                                                                                                                                  • Innovative flavors
                                                                                                                                    • Outside-the-jug packaging
                                                                                                                                    • Marketing Strategies

                                                                                                                                      • Overview of the brand landscape
                                                                                                                                        • The MilkPEP replaces “Got Milk?” slogan
                                                                                                                                          • Figure 44: The Milk Processor Education Program “Milk Life” print ad, February 2014
                                                                                                                                          • Figure 45: Milk, Make the most of your morning with milk. Milk Life., March 2014
                                                                                                                                          • Figure 46: Got Chocolate Milk?, Zach Parise - Drive, February 2014
                                                                                                                                        • Silk Almondmilk “helps you bloom”
                                                                                                                                          • Figure 47: Silk, Need a Reason to Try Silk?, December 2013
                                                                                                                                          • Figure 48: Silk, The Taste Might Surprise You, December 2013
                                                                                                                                        • Creamer sees success with branded partnerships
                                                                                                                                          • Baileys Creamers
                                                                                                                                            • Dunkin’ Donuts
                                                                                                                                              • Girl Scouts
                                                                                                                                                • Figure 49: Coffee-mate, Girl Scouts Commercial, January 2014
                                                                                                                                            • Social Media – Milk, Creamers, and Non-dairy Milk

                                                                                                                                              • Key points
                                                                                                                                                • Market overview
                                                                                                                                                  • Key social media metrics
                                                                                                                                                    • Figure 50: key social media metrics, March 2014
                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                    • Figure 51: Brand usage and awareness for selected milk, creamer, and non-dairy milk brands, February 2014
                                                                                                                                                  • Interactions with milk, creamer, and non-dairy milk brands
                                                                                                                                                    • Figure 52: Interaction with selected milk, creamer, and non-dairy milk brands, February 2014
                                                                                                                                                  • Leading online campaigns
                                                                                                                                                    • Focusing on healthy living
                                                                                                                                                      • Marketing to families
                                                                                                                                                        • What we think
                                                                                                                                                          • Online conversations
                                                                                                                                                            • Figure 53: Online mentions of select milk, creamer, and non-dairy milk brands, by month, March 1, 2013-Feb. 28, 2014
                                                                                                                                                          • Where are people talking about milk, creamer, and non-dairy milk brands?
                                                                                                                                                            • Figure 54: Online mentions of select milk, creamer, and non-dairy milk brands, by page, March 1, 2013-Feb. 28, 2014
                                                                                                                                                          • What are people talking about?
                                                                                                                                                            • Figure 55: Mentions by topic of conversations, milk, creamer, and non-dairy milk brands, March 1, 2013-Feb. 28, 2014
                                                                                                                                                        • Purchasing Habits for Dairy Milk, Non-dairy Milk, Cream, and Creamer

                                                                                                                                                          • Key points
                                                                                                                                                            • Skim milk, almond milk, half & half, flavored creamer dominate segments
                                                                                                                                                              • Young men consume largest variety of milks, creams/creamers
                                                                                                                                                                • Figure 56: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by gender and age, February 2014
                                                                                                                                                              • Consumption, variety of category purchases decrease with age
                                                                                                                                                                • Figure 57: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Buying more, by generations, February 2014
                                                                                                                                                              • Affluent households purchase most milk, creamer, and non-dairy milk
                                                                                                                                                                • Figure 58: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by household income, February 2014
                                                                                                                                                              • Households with children more likely to purchase milk, creamer, and non-dairy milk products
                                                                                                                                                                • Figure 59: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by presence of children in household, February 2014
                                                                                                                                                              • Northeastern, West regions purchase largest variety of milk, cream/creamer products
                                                                                                                                                                • Figure 60: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by region, February 2014
                                                                                                                                                              • Southern households consume most non-dairy creamers
                                                                                                                                                                • Figure 61: Household consumption of non-dairy cream substitutes, by region, November 2012-December 2013
                                                                                                                                                              • Other races are highest purchasers of milk, cream/creamer
                                                                                                                                                                • Figure 62: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by race and Hispanic origin, February 2014
                                                                                                                                                              • Consumers drinking both non-dairy and dairy products
                                                                                                                                                                • Figure 63: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by repertoire of dairy milk products, February 2014
                                                                                                                                                                • Figure 64: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by repertoire of non-dairy milk products, February 2014
                                                                                                                                                              • Household consumption of milk decreasing
                                                                                                                                                                • Figure 65: Household volume consumption of milk, November 2008-December 2013
                                                                                                                                                            • Attributes Affecting Purchases of Dairy Milk, Non-dairy Milk, Cream, and Creamer

                                                                                                                                                              • Key points
                                                                                                                                                                • Packaging, retail shopping attributes, and product attributes fluctuate by generation
                                                                                                                                                                  • Packaging interest peaks with Millennials
                                                                                                                                                                    • Consumers prefer refrigerated dairy and non-dairy beverages
                                                                                                                                                                      • Manufacturers with refrigerated non-dairy products increase exposure with consumers
                                                                                                                                                                        • Older consumers buying private label, least interested in flavored offerings
                                                                                                                                                                          • Figure 66: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by generations, February 2014
                                                                                                                                                                        • Households with children do not largely affect purchasing attributes
                                                                                                                                                                          • Figure 67: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by presence of children in household, February 2014
                                                                                                                                                                          • Figure 68: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by repertoire of dairy milk products, February 2014
                                                                                                                                                                      • Attitudes toward Dairy and Non-dairy Beverages

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Dairy milk attitudes
                                                                                                                                                                            • Protein, nutrient claims have yet to overcome high calorie counts
                                                                                                                                                                              • Interest in growth-hormone-free dairy beverages continues
                                                                                                                                                                                • Consumers not convinced of raw milk safety
                                                                                                                                                                                  • Figure 69: Attitudes toward dairy and non-dairy products, by gender and age, February 2014
                                                                                                                                                                                • Attributes of both dairy and non-dairy milk
                                                                                                                                                                                  • GMOs still in the minds of consumers
                                                                                                                                                                                    • Young men lead in agreement with health attributes toward dairy and non-dairy milk
                                                                                                                                                                                      • Figure 70: Attitudes toward dairy and non-dairy products, by gender and age, February 2014
                                                                                                                                                                                    • Non-dairy milk attributes
                                                                                                                                                                                      • Figure 71: Attitudes toward dairy and non-dairy products, by gender and age, February 2014
                                                                                                                                                                                  • Reasons for Purchasing Other/Non-dairy Milk and/or Creamer

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Other, non-dairy milk purchases influenced by taste, health benefits
                                                                                                                                                                                        • Taste preference is leading reason behind other/non-dairy milk/creamer purchases
                                                                                                                                                                                          • Younger consumers drawn to products’ vitamin, mineral contents
                                                                                                                                                                                            • Older consumers drink for lower calories, while young consumers drink for weight loss
                                                                                                                                                                                              • Figure 72: Reasons for purchasing other/non-dairy milk and/or creamer, by gender and age, February 2014
                                                                                                                                                                                          • Reasons for Purchasing Less Dairy and/or Non-dairy Milk, Cream, and/or Creamer

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Milk prices, weight loss top concerns for milk purchases
                                                                                                                                                                                                • Figure 73: Reasons for purchasing less dairy and/or non-dairy milk, cream, and/or creamer, by gender and age, February 2014
                                                                                                                                                                                              • Significantly more consumers are drinking less/no milk
                                                                                                                                                                                                • Figure 74: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Buying less/none, by generations, February 2014
                                                                                                                                                                                              • Households without children more likely to be purchasing less/no dairy/non-dairy products
                                                                                                                                                                                                • Figure 75: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Buying less/none, by presence of children in household, February 2014
                                                                                                                                                                                            • Occasions and Location for Consuming Dairy and/or Non-dairy Milk, Cream, and/or Creamer

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Milk most popular as an accompaniment, on-the-go concept still new
                                                                                                                                                                                                  • Milk most consumed as an accompaniment
                                                                                                                                                                                                    • Milk as a meal not yet popular with consumers
                                                                                                                                                                                                      • On-the-go dairy and non-dairy offerings yet to fully appeal to consumers
                                                                                                                                                                                                        • Figure 76: Occasions and locations for drinking, February 2014
                                                                                                                                                                                                      • Young men drinking dairy/non-dairy products at most occasions, locations
                                                                                                                                                                                                        • Figure 77: Occasions and locations for drinking – Any adult, by gender and age, February 2014
                                                                                                                                                                                                        • Figure 78: Occasions and locations for drinking – Any adult, by generations, February 2014
                                                                                                                                                                                                      • Consumption frequency increases with the number of milk types purchased
                                                                                                                                                                                                        • Figure 79: Occasions and locations for drinking – Any adult, by repertoire of dairy milk products, February 2014
                                                                                                                                                                                                        • Figure 80: Occasions and locations for drinking – Any adult, by repertoire of non-dairy milk products, February 2014
                                                                                                                                                                                                    • Attitudes and Behavior toward Flavored Dairy and Non-dairy Milk and Cream/Creamer

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Interest in flavored milk attributes decreases with consumers’ age
                                                                                                                                                                                                          • Consumer attitudes support sophisticated flavors, natural sweetener innovation
                                                                                                                                                                                                            • Figure 81: Attitudes and behaviors toward flavored dairy and non-dairy milk and cream/creamer – Any agree, by generations, February 2014
                                                                                                                                                                                                          • Households with children hold higher opinion of flavored products
                                                                                                                                                                                                            • Sophisticated dairy milk flavors have potential to appeal to households with and without children
                                                                                                                                                                                                              • Consumers show interest in stevia-sweetened flavored milk, healthy soft drink alternative
                                                                                                                                                                                                                • Competition comes in the form of flavored milk powders, liquids
                                                                                                                                                                                                                  • Figure 82: Attitudes and behaviors toward flavored dairy and non-dairy milk and cream/creamer – Any agree, by presence of children in household, February 2014
                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                • Purchasing habits for dairy milk, non-dairy milk, cream, and creamer
                                                                                                                                                                                                                  • Figure 83: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer, February 2014
                                                                                                                                                                                                                  • Figure 84: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by generations, February 2014
                                                                                                                                                                                                                  • Figure 85: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by region, February 2014
                                                                                                                                                                                                                  • Figure 86: Purchasing habits for dairy milk, non-dairy milk, cream, and creamers – Any purchase, by region, February 2014
                                                                                                                                                                                                                  • Figure 87: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Buying more, by gender, February 2014
                                                                                                                                                                                                                  • Figure 88: Purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Buying more, by presence of children in household, February 2014
                                                                                                                                                                                                                • Attributes affecting purchases of dairy milk, non-dairy milk, cream, and creamer
                                                                                                                                                                                                                  • Figure 89: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by gender and age, February 2014
                                                                                                                                                                                                                  • Figure 90: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by repertoire of dairy milk products, February 2014
                                                                                                                                                                                                                  • Figure 91: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by repertoire of non-dairy milk products, February 2014
                                                                                                                                                                                                                  • Figure 92: Dairy milk, non-dairy milk, cream, and creamer purchasing attributes, by purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Any purchase, February 2014
                                                                                                                                                                                                                • Attitudes toward dairy and non-dairy beverages
                                                                                                                                                                                                                  • Figure 93: Attitudes toward dairy and non-dairy products, by generations, February 2014
                                                                                                                                                                                                                  • Figure 94: Attitudes toward dairy and non-dairy products, by presence of children in household, February 2014
                                                                                                                                                                                                                  • Figure 95: Attitudes toward dairy and non-dairy products, by gender and age, February 2014
                                                                                                                                                                                                                  • Figure 96: Attitudes toward dairy and non-dairy products, by repertoire of dairy milk products, February 2014
                                                                                                                                                                                                                  • Figure 97: Attitudes toward dairy and non-dairy products, by repertoire of non-dairy milk products, February 2014
                                                                                                                                                                                                                • Reasons for purchasing other/non-dairy milk and/or creamer
                                                                                                                                                                                                                  • Figure 98: Reasons for purchasing other/non-dairy milk and/or creamer, by purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Any purchase, February 2014
                                                                                                                                                                                                                  • Figure 99: Reasons for purchasing other/non-dairy milk and/or creamer, by purchasing habits for dairy milk, non-dairy milk, cream, and creamer – Any purchase, February 2014
                                                                                                                                                                                                                • Occasions and locations for consuming dairy and/or non-dairy milk, cream, and/or creamer
                                                                                                                                                                                                                  • Figure 100: Occasions and locations for drinking – Any adult, by presence of children in household, February 2014
                                                                                                                                                                                                                  • Figure 101: Occasions and locations for drinking – Any adult, by race and Hispanic origin, February 2014
                                                                                                                                                                                                                • Attitudes and behavior toward flavored dairy and non-dairy milk and cream/creamer
                                                                                                                                                                                                                  • Figure 102: Attitudes and behaviors toward flavored dairy and non-dairy milk and cream/creamer, February 2014
                                                                                                                                                                                                                  • Figure 103: Attitudes and behaviors toward flavored dairy and non-dairy milk and cream/creamer – Any agree, by gender and age, February 2014
                                                                                                                                                                                                                  • Figure 104: Attitudes and behaviors toward flavored dairy and non-dairy milk and cream/creamer – Any agree, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                • Experian Marketing Services: Fall adult 2013
                                                                                                                                                                                                                  • Figure 105: Household consumption of non-dairy cream substitutes, by type, by household income, November 2012-December 2013
                                                                                                                                                                                                                  • Figure 106: Household consumption of non-dairy cream substitutes, by flavor, by region, November 2012-December 2013
                                                                                                                                                                                                                  • Figure 107: Household consumption of non-dairy cream substitutes, by brand, by region, November 2012-December 2013
                                                                                                                                                                                                                  • Figure 108: Household consumption of milk flavorings, by brand, by region, November 2012-December 2013
                                                                                                                                                                                                                  • Figure 109: Household consumption of non-dairy cream substitutes, by type, by region, November 2012-December 2013
                                                                                                                                                                                                              • Appendix – Social Media – Milk, Creamers, and Non-dairy Milk

                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                  • Figure 110: Brand usage or awareness, February 2014
                                                                                                                                                                                                                  • Figure 111: Silk usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 112: Horizon Organic usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 113: Organic Valley usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 114: Blue Diamond Almond Breeze usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 115: Kemps usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 116: International Delight usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                • Interactions with milk, creamer, and non-dairy milk brands
                                                                                                                                                                                                                  • Figure 117: Activities done, February 2014
                                                                                                                                                                                                                  • Figure 118: Silk – Activities Done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 119: Silk – Activities Done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 120: Silk – Activities Done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 121: Silk – Activities Done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 122: Horizon Organic – Activities Done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 123: Horizon Organic – Activities Done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 124: Horizon Organic – Activities Done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 125: Horizon Organic – Activities Done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 126: Organic Valley – Activities Done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 127: Organic Valley – Activities Done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 128: Organic Valley – Activities Done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 129: Organic Valley – Activities Done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 130: Blue Diamond Almond Breeze – Activities Done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 131: Blue Diamond Almond Breeze – Activities Done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 132: Blue Diamond Almond Breeze – Activities Done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 133: Blue Diamond Almond Breeze – Activities Done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 134: Kemps – Activities Done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 135: Kemps – Activities Done – I follow/like the brand on social media because…., by demographics, February 2014
                                                                                                                                                                                                                  • Figure 136: Kemps – Activities Done – none of the above, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 137: International Delight – Activities Done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 138: International Delight – Activities Done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 139: International Delight – Activities Done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                  • Figure 140: International Delight – Activities Done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                • Key social media metrics
                                                                                                                                                                                                                  • Figure 141: Social media metrics – Silk, March 2014
                                                                                                                                                                                                                  • Figure 142: Social media metrics – Blue Diamond Almond Breeze, March 2014
                                                                                                                                                                                                                  • Figure 143: Social media metrics – Horizon Organic, March 2014
                                                                                                                                                                                                                  • Figure 144: Social media metrics – International Delight, March 2014
                                                                                                                                                                                                                  • Figure 145: Social media metrics – Organic Valley, March 2014
                                                                                                                                                                                                                  • Figure 146: Social media metrics – Kemps, March 2014
                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                  • Figure 147: Online mentions of select milk, creamer, and non-dairy milk brands, by month, March 1, 2013-Feb. 28, 2014
                                                                                                                                                                                                                  • Figure 148: Online mentions of select milk, creamer, and non-dairy milk brands, by page, March 1, 2013-Feb. 28, 2014
                                                                                                                                                                                                                  • Figure 149: Mentions by topic of conversations, milk, creamer, and non-dairy milk brands, March 1, 2013-Feb. 28, 2014
                                                                                                                                                                                                              • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                  • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • Dean Foods Company
                                                                                                                                                                                                                    • Horizon Organic
                                                                                                                                                                                                                    • HP Hood LLC
                                                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                                                    • Prairie Farms Dairy, Inc.
                                                                                                                                                                                                                    • Wal-Mart Stores, Inc
                                                                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                                                                    Milk, Creamers and Non-Dairy Milk - US - April 2014

                                                                                                                                                                                                                    £3,174.67 (Excl.Tax)