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Milk - US - April 2010

Few other consumer packaged goods products are as popular and versatile as milk. Consumers of all ages drink milk in part because there is a variety for just about everyone, including non-dairy products for those who are lactose intolerant or have milk allergies. Despite its overall popularity, the milk industry faces many of the same issues confronting the rest of the CPG industry in light of the country’s prolonged recession. Some of this is mitigated by the fact that milk is perceived as a necessity, rather than an impulse buy or an occasional treat. Many consumers also perceive milk as a nutritious item, which further helps its image.

However, there are still challenges facing the milk category, not the least of which is how to stay relevant to a new generation that is more interested in energy drinks than milk mustaches. This report aims to provide insights on the following topics:

  • The recession’s impact on milk sales and consumer usage
  • Competitive threats facing the industry, including internationally-sourced milk products, and cow’s milk alternatives including soy, yogurt and kefir, and goat’s milk products
  • The continued increase in popularity of private label/store brands, particularly in commodity sectors like milk, and what manufacturers can do and are doing to compete effectively for market share
  • Key market drivers and their influence on milk’s fortunes, including milk consumption per capita, the rise in awareness in healthy eating and aggressive price competition
  • Changes in household and personal usage patterns in recent years including consumer attitudes toward milk and barriers to usage
  • Consumers’ attitudes toward natural/ethical milk products including hormone-free, organic, locally-produced, and “green” packaged milk
  • Kids’ usage of and parental attitudes towards milk

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Table of contents

  1. Scope and Themes

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

                      • A bumpy ride for the $11 billion milk market
                        • Private label/store brands lead in major milk segments
                          • FDMx most popular outlets for milk purchases
                            • Manufacturers look to enhance attributes that make milk appealing
                              • Product introductions down from peak year of 2008
                                • Household usage holds steady
                                  • Consumer attitudes towards natural/ethical and locally-sourced milk
                                    • Kids’ usage and parental attitudes towards milk
                                      • School bans on soft drinks may create opportunity for milk
                                      • Insights and Opportunities

                                        • Promote whole milk’s satiety and diet properties
                                          • Increase usage among children
                                            • Develop Hispanic milk products
                                              • Develop brand loyalty promotions
                                                • Answer First Lady Michelle Obama’s call for healthier options for kids
                                                  • Energize the category with caffeinated milk
                                                  • Inspire Insights

                                                      • Tracing the Dairy Moo-vement
                                                        • What’s it about?
                                                          • What we’ve seen
                                                            • Implications
                                                              • Experimenting with Milk
                                                                • What’s it about?
                                                                  • What we’ve seen
                                                                    • Implications
                                                                    • Market Size and Forecast

                                                                        • Key points
                                                                          • Dollar sales reflect market volatility and global demand
                                                                            • Unit volume paints a different picture
                                                                              • Market volatility may return in 2010
                                                                                • Sales and forecast of milk
                                                                                  • Figure 1: FDMx sales of milk, at current prices, 2004-14
                                                                                  • Figure 2: FDMx sales of milk, at inflation-adjusted prices, 2004-14
                                                                                  • Figure 3: FDMx unit* volume sales of milk, 2004-09
                                                                                • Walmart sales
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Private label makes a name for itself in milk
                                                                                      • Milk as a loss leader
                                                                                        • Laws aim to help United States compete in dairy
                                                                                          • Growing appeal of milk alternatives to younger consumers
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Skim/low-fat milk has biggest share of milk
                                                                                                • Whole milk gets a small fraction of sales
                                                                                                  • Refrigerated flavored milk lone growing segment
                                                                                                    • Sales of milk, by segment
                                                                                                      • Figure 4: FDMx sales of milk, by segment, 2007-09
                                                                                                  • Segment Performance—Refrigerated Skim/Low-Fat Milk

                                                                                                    • Key points
                                                                                                      • Dollar sales only part of the story
                                                                                                        • Unit volume provides some consistency
                                                                                                          • Sales and forecast of refrigerated skim/low-fat milk
                                                                                                            • Figure 5: FDMx sales of refrigerated skim/low-fat milk, 2004-14
                                                                                                            • Figure 6: FDMx unit volume sales of all milk and refrigerated skim/low-fat milk, 2004-09
                                                                                                        • Segment Performance—Refrigerated Whole Milk

                                                                                                          • Key points
                                                                                                            • Dollar sales lowest since 2004
                                                                                                              • Unit volume down for fifth year in a row
                                                                                                                • Sales and forecast of refrigerated whole milk
                                                                                                                  • Figure 7: FDMx sales and forecast of refrigerated whole milk, at current prices, 2004-14
                                                                                                                  • Figure 8: FDMx unit volume sales of all milk and refrigerated whole milk, 2004-09
                                                                                                              • Segment Performance—Refrigerated Flavored Milk

                                                                                                                • Key points
                                                                                                                  • Segment performs much differently than skim/low-fat and whole milk segment
                                                                                                                    • Product introductions more of a factor
                                                                                                                      • Sales and forecast of refrigerated flavored milk
                                                                                                                        • Figure 9: FDMx sales and forecast of refrigerated flavored milk, at current prices, 2004-14
                                                                                                                        • Figure 10: FDMx unit* volume sales of all milk and refrigerated flavored milk, 2004-09
                                                                                                                    • Segment Performance—Other Milk Products

                                                                                                                        • Key points
                                                                                                                          • Dollar sales not as impacted by market factors
                                                                                                                            • Unit volume produces similar trends as dollars
                                                                                                                              • Sales and forecast of other milk products
                                                                                                                                • Figure 11: FDMx sales and forecast of other milk products, at current prices, 2004-14
                                                                                                                                • Figure 12: FDMx unit* volume sales of all milk and other milk products, 2004-09
                                                                                                                            • Retail Channels

                                                                                                                              • Key points
                                                                                                                                • FDMx down—natural up, but no significant change
                                                                                                                                  • Natural supermarkets gaining in share
                                                                                                                                    • Sales of milk, by channel
                                                                                                                                      • Figure 13: FDMx and natural supermarket sales of milk, by channel, 2007-09
                                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                                    • Key points
                                                                                                                                      • Supermarkets riding the pricing volatility wave
                                                                                                                                        • Supermarket/food stores’ sales of milk
                                                                                                                                          • Figure 14: Supermarket/food stores’ sales of milk, at current prices, 2004-09
                                                                                                                                      • Retail Channels—Drug and Other

                                                                                                                                        • Key points
                                                                                                                                          • Milk increasingly important to drug and other outlets
                                                                                                                                            • Drug and other stores’ sales of milk
                                                                                                                                              • Figure 15: Drug and other stores’ sales of milk, at current prices, 2004-09
                                                                                                                                          • Retail Channels—Natural Foods Supermarkets

                                                                                                                                            • Key points
                                                                                                                                              • Milk sales flat in natural foods supermarkets
                                                                                                                                                • Sales of milk in natural supermarkets
                                                                                                                                                  • Figure 16: Natural supermarket sales of milk, at current prices, 2008-10
                                                                                                                                                  • Figure 17: Natural supermarket sales of milk, at inflation-adjusted prices, 2008-10
                                                                                                                                                • Leading milk companies and brands in natural supermarkets
                                                                                                                                                  • Figure 18: Natural supermarket sales of milk by company and brand, 2008 and 2010
                                                                                                                                                • Organic milk natural channel sales
                                                                                                                                                  • Figure 19: Natural supermarket sales of dairy milk segment, by organic vs. non-organic, 2008-2010
                                                                                                                                              • Market Drivers

                                                                                                                                                • Factors potentially impeding the milk category
                                                                                                                                                  • Milk is popular but it comes with a price attached
                                                                                                                                                    • U.S. per capita consumption stabilizing
                                                                                                                                                      • Figure 20: U.S. per capita consumption of milk & cream (in pounds), 2002-2007
                                                                                                                                                    • Widespread availability of milk keeps prices down
                                                                                                                                                      • Factors that may drive growth
                                                                                                                                                        • Milk’s image can be appealing to consumers looking to be healthier
                                                                                                                                                          • Figure 21: Attitude toward health maintenance and healthier foods, by gender, April 2008-June 2009
                                                                                                                                                        • Hispanic buying power
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • Private label dominates milk sales
                                                                                                                                                              • Branded milk posts slight share gains
                                                                                                                                                                • Dean Foods target of anti-trust suit
                                                                                                                                                                  • FDMx sales of milk by manufacturer
                                                                                                                                                                    • Figure 22: Manufacturer FDMx sales of milk in the U.S., 2009* and 2010*
                                                                                                                                                                • Brand Share—Refrigerated Skim/Low-Fat Milk

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Private label share slips but still controls market
                                                                                                                                                                      • Sales growth hard to come by for brands
                                                                                                                                                                        • Dean and Hood deploy similar regional brand strategy
                                                                                                                                                                          • Manufacturer and brand sales of refrigerated skim/low-fat milk
                                                                                                                                                                            • Figure 23: Selected FDMx brand sales of refrigerated skim/low-fat milk, 2009* and 2010*
                                                                                                                                                                        • Brand Share—Refrigerated Whole Milk

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Private label sales plummet but still controls market
                                                                                                                                                                              • Dean’s thinks nationally while acting locally
                                                                                                                                                                                • Manufacturer and brand sales of refrigerated whole milk
                                                                                                                                                                                  • Figure 24: Selected FDMx brand sales of refrigerated whole milk, 2009* and 2010*
                                                                                                                                                                              • Brand Share—Refrigerated Flavored Milk

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Private label continues winning ways
                                                                                                                                                                                    • Nestlé only manufacturer to experience a share decline
                                                                                                                                                                                      • Manufacturer and brand sales of refrigerated flavored milk
                                                                                                                                                                                        • Figure 25: Selected FDMx brand sales of refrigerated flavored milk, 2009* and 2010*
                                                                                                                                                                                    • Brand Share—Other Milk Products

                                                                                                                                                                                        • Private label uses diversification to lead the segment
                                                                                                                                                                                          • Manufacturer and brand sales of other milk products
                                                                                                                                                                                            • Figure 26: Selected FDMx brand sales of other milk products, 2009* and 2010*
                                                                                                                                                                                        • Brand Qualities

                                                                                                                                                                                          • New skim milks offering creamier, richer experience
                                                                                                                                                                                            • Influence on the milk market
                                                                                                                                                                                              • Functional benefits add to milk’s healthy product profile
                                                                                                                                                                                                • Influence on the milk market
                                                                                                                                                                                                  • Delivering the perfect pour
                                                                                                                                                                                                    • Influence on the milk market
                                                                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • GNPD data
                                                                                                                                                                                                          • Sub-category product introductions
                                                                                                                                                                                                            • Figure 27: Milk new product launches, by segment, 2004-10*
                                                                                                                                                                                                          • New product claims peaked in 2008
                                                                                                                                                                                                            • Figure 28: Top 15 claims in milk new product launches 2004-10*
                                                                                                                                                                                                          • Brands outnumber private label introductions
                                                                                                                                                                                                            • Figure 29: Private label vs. brand new product launches, by milk segment, 2004-10,
                                                                                                                                                                                                            • Figure 30: Private label vs. brand new product launches, by year, 2004-10*
                                                                                                                                                                                                          • New flavored milk products
                                                                                                                                                                                                            • White milk
                                                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                • Smart Balance fat-free milk
                                                                                                                                                                                                                  • Figure 31: Smart Balance fat free milk/”put a little love in your heart” television ad, March 2009
                                                                                                                                                                                                                • Horizon Organic Milk/Ralph’s
                                                                                                                                                                                                                  • Figure 32: Horizon Organic Milk/Ralph’s television ad, April 2009
                                                                                                                                                                                                                • Maola Milk
                                                                                                                                                                                                                  • Figure 33: Maola milk/Fresh. Local. Farmer-owned television ad, October, 2009
                                                                                                                                                                                                                • Borden Milk
                                                                                                                                                                                                                  • Figure 34: Borden milk/”If it’s Borden…It’s got to be good” television ad, March, 2010
                                                                                                                                                                                                              • The Milk Consumer: Usage, Types and Frequency

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Household usage of milk, and types used
                                                                                                                                                                                                                    • Figure 35: Trended household milk usage, total and by type, January 2004-June 2009
                                                                                                                                                                                                                    • Figure 36: Household milk usage, total and by type, by age, April 2008-June 2009
                                                                                                                                                                                                                    • Figure 37: Household milk usage, total and by type, by household income, April 2008-June 2009
                                                                                                                                                                                                                  • Milk usage frequency and personal milk usage
                                                                                                                                                                                                                    • Figure 38: Household milk usage frequency, by age, April 2008-June 2009
                                                                                                                                                                                                                    • Figure 39: Individual milk usage, by age, January 2010
                                                                                                                                                                                                                    • Figure 40: Individual milk usage, by household income, January 2010
                                                                                                                                                                                                                  • Lactose-reduced/free and shelf-stable milk usage
                                                                                                                                                                                                                    • Figure 41: Lactose-reduced/free and shelf-stable milk usage, by gender, January 2010
                                                                                                                                                                                                                    • Figure 42: Lactose-reduced/free and shelf-stable milk usage, by age, January 2010
                                                                                                                                                                                                                    • Figure 43: Lactose-reduced/free and shelf-stable milk usage, by household income, January 2010
                                                                                                                                                                                                                • Attitudes Towards Milk

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Growth hormones, organics, local, green packaging
                                                                                                                                                                                                                      • Figure 44: Growth hormones in milk, awareness and impact on purchase, by age, January 2010
                                                                                                                                                                                                                      • Figure 45: Growth hormones in milk, awareness and impact on purchase, by household income, January 2010
                                                                                                                                                                                                                    • Natural/organic, ethical, local milk usage/interest
                                                                                                                                                                                                                      • Figure 46: Impact on purchase and attitudes to natural/organic/ethical/local milk usage among milk users, by gender, January 2010
                                                                                                                                                                                                                      • Figure 47: Impact on purchase and attitudes to natural /organic/ethical/local milk usage among milk users, by age, January 2010
                                                                                                                                                                                                                      • Figure 48: Impact on purchase and attitudes to natural /organic/ethical/local milk usage among milk users, by household income, January 2010
                                                                                                                                                                                                                    • Functional and probiotic dairy usage/interest
                                                                                                                                                                                                                      • Figure 49: Functional and probiotic dairy usage/interest among milk users, by age, January 2010
                                                                                                                                                                                                                      • Figure 50: Functional and probiotic dairy usage/interest among milk users, by household income, January 2010
                                                                                                                                                                                                                    • Quality and taste perceptions
                                                                                                                                                                                                                      • Figure 51: Quality and taste perceptions among milk users, by age, January 2010
                                                                                                                                                                                                                      • Figure 52: Quality and taste perceptions among milk users, by household income, January 2010
                                                                                                                                                                                                                  • How and Why Consumers Use Milk in the Household

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Ways of consuming/using milk
                                                                                                                                                                                                                        • Figure 53: Ways that milk is used among heavier* users, by gender, January 2010
                                                                                                                                                                                                                        • Figure 54: Ways that milk is used among heavier* users, by age, January 2010
                                                                                                                                                                                                                        • Figure 55: Ways that milk is used among heavier* users, by household income, January 2010
                                                                                                                                                                                                                      • Reasons for consuming/using milk
                                                                                                                                                                                                                        • Figure 56: Reasons for milk usage among heavier* users, by gender, January 2010
                                                                                                                                                                                                                        • Figure 57: Reasons for milk usage among heavier* users, by age, January 2010
                                                                                                                                                                                                                    • Usage of Milk Alternatives/Reasons for Not Using Milk Often

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Cow’s milk alternatives in use
                                                                                                                                                                                                                          • Health perception of soy among milk users
                                                                                                                                                                                                                            • Figure 58: Soy milk health perception among milk users, by age, January 2010
                                                                                                                                                                                                                          • Usage of non-dairy beverages and cow’s milk alternatives
                                                                                                                                                                                                                            • Figure 59: Usage of non-dairy beverages and cow’s milk alternatives, by age, January 2010
                                                                                                                                                                                                                            • Figure 60: Non-dairy beverage and cow’s milk alternative usage, by household income, January 2010
                                                                                                                                                                                                                            • Figure 61: Reasons for not using milk often among lighter* users, by age, January 2010
                                                                                                                                                                                                                        • Kids’ Usage and Parental Attitudes Towards Milk

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Milk is often purchased just for the kids
                                                                                                                                                                                                                              • Figure 62: Milk purchases by parents for kids, by household income, January 2010
                                                                                                                                                                                                                            • Parental attitudes towards milk and dairy alternatives
                                                                                                                                                                                                                                • Figure 63: Attitudes of parents towards, and child(ren)’s usage of milk and other beverages, by household income, January 2010
                                                                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Influence of race on milk purchases
                                                                                                                                                                                                                                  • Figure 64: Household milk usage, total and by type, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 65: Household milk usage frequency, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 66: Individual milk usage, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                  • Figure 67: Growth hormones in milk, awareness and impact on purchase, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                  • Figure 68: Impact on purchase and attitudes to natural /organic/ethical/local milk usage among milk users, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                                  • Figure 69: Quality and taste perceptions among milk users, by race/Hispanic origin, January 2010
                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                  • Dairy Fans
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • New Wavers
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Simplists
                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                            • Figure 70: Milk clusters, January 2010
                                                                                                                                                                                                                                                            • Figure 71: Impact on purchase and attitudes to natural/organic/ethical/local milk usage, by milk clusters, January 2010
                                                                                                                                                                                                                                                            • Figure 72: Quality and taste perceptions among milk users, by milk clusters, January 2010
                                                                                                                                                                                                                                                            • Figure 73: Functional and probiotic dairy usage/interest among milk users, by race/Hispanic origin and age, January 2010
                                                                                                                                                                                                                                                            • Figure 74: Usage of non-dairy beverages and cow’s milk alternatives, by milk clusters, January 2010
                                                                                                                                                                                                                                                            • Figure 75: Reasons for milk usage, by milk clusters, January 2010
                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                            • Figure 76: Milk clusters, by gender, January 2010
                                                                                                                                                                                                                                                            • Figure 77: Milk clusters, by age group, January 2010
                                                                                                                                                                                                                                                            • Figure 78: Milk clusters, by household income group, January 2010
                                                                                                                                                                                                                                                            • Figure 79: Milk clusters, by race, January 2010
                                                                                                                                                                                                                                                            • Figure 80: Milk clusters, by Hispanic origin, January 2010
                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Race and age impact perceptions of milk
                                                                                                                                                                                                                                                                • Race/Hispanic origin and age distinctions influence attitudes towards milk
                                                                                                                                                                                                                                                                  • Figure 81: Impact on purchase and attitudes to natural /organic/ethical/local milk usage among milk users, by race/Hispanic origin and age, January 2010
                                                                                                                                                                                                                                                                  • Figure 82: Quality and taste perceptions among milk users, by race/Hispanic origin and age, January 2010
                                                                                                                                                                                                                                                                  • Figure 83: Functional and probiotic dairy usage/interest among milk users, by race/Hispanic origin and age, January 2010
                                                                                                                                                                                                                                                                • Reasons for not using milk by race/Hispanic origin and age
                                                                                                                                                                                                                                                                  • Figure 84: Reasons for not using milk often among lighter* users, by race/Hispanic origin and age, January 2010
                                                                                                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                  • Overview of milk
                                                                                                                                                                                                                                                                    • Refrigerated skim/low-fat milk
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—refrigerated skim/low-fat milk
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 85: Brand map, selected brands of refrigerated skim/low-fat milk, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 86: Key purchase measures for the top brands of refrigerated skim/low-fat milk, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Refrigerated flavored milk/eggnog/buttermilk
                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—refrigerated flavored milk/eggnog/buttermilk
                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                • Figure 87: Brand map, selected brands of refrigerated flavored milk/eggnog/buttermilk, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                  • Figure 88: Key purchase measures for the top brands of refrigerated flavored milk/eggnog/buttermilk, by household penetration, 2009*
                                                                                                                                                                                                                                                                                • Refrigerated whole milk
                                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—refrigerated whole milk
                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                      • Figure 89: Brand map, selected brands of refrigerated whole milk, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                        • Figure 90: Key purchase measures for the top brands of refrigerated whole milk, by household penetration, 2009*
                                                                                                                                                                                                                                                                                      • Evaporated/condensed milk
                                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—evaporated/condensed milk
                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                            • Figure 91: Brand map, selected brands ofevaporated/condensed milk, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                              • Figure 92: Key purchase measures for the top brands of evaporated/condensed milk, by household penetration, 2009*
                                                                                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                            • Brands versus private label
                                                                                                                                                                                                                                                                                              • Figure 93: Quality and taste perceptions among milk users, by gender, January 2010
                                                                                                                                                                                                                                                                                            • Factors influencing milk usage by household income
                                                                                                                                                                                                                                                                                              • Figure 94: Reasons for milk usage among heavier* users, by household income, January 2010
                                                                                                                                                                                                                                                                                            • Healthfulness of soymilk by household income
                                                                                                                                                                                                                                                                                              • Figure 95: Healthfulness of soymilk, by household income, January 2010
                                                                                                                                                                                                                                                                                            • Why consumers don’t consume/use milk
                                                                                                                                                                                                                                                                                              • Figure 96: Reasons for not using milk often among lighter* users, by gender, January 2010
                                                                                                                                                                                                                                                                                            • Milk spoilage concerns
                                                                                                                                                                                                                                                                                              • Figure 97: Spoilage concerns among milk users, by age, January 2010
                                                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                            • Albertsons Inc.
                                                                                                                                                                                                                                                                                            • American Dairy Association & Dairy Council (Mid Atlantic)
                                                                                                                                                                                                                                                                                            • American Dairy Association & Dairy Council, Inc.
                                                                                                                                                                                                                                                                                            • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                                                                                            • Brown-Forman
                                                                                                                                                                                                                                                                                            • Dean Foods Company
                                                                                                                                                                                                                                                                                            • Dominick's Finer Foods
                                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                                            • Garelick Farms
                                                                                                                                                                                                                                                                                            • GFA Brands Inc.
                                                                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                                                                            • Harris Teeter, Inc
                                                                                                                                                                                                                                                                                            • Hershey Company, The
                                                                                                                                                                                                                                                                                            • Hiland Dairy Foods Company, LLC
                                                                                                                                                                                                                                                                                            • HJ Heinz Company
                                                                                                                                                                                                                                                                                            • Horizon Organic
                                                                                                                                                                                                                                                                                            • HP Hood LLC
                                                                                                                                                                                                                                                                                            • International Dairy Foods Association
                                                                                                                                                                                                                                                                                            • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                                                                            • Kemps LLC
                                                                                                                                                                                                                                                                                            • Land O'Lakes Inc.
                                                                                                                                                                                                                                                                                            • Midland Dairy Association
                                                                                                                                                                                                                                                                                            • Midwest Dairy Association
                                                                                                                                                                                                                                                                                            • Milnot Holding Corporation
                                                                                                                                                                                                                                                                                            • National Cheese Institute
                                                                                                                                                                                                                                                                                            • National Dairy Council (NDC)
                                                                                                                                                                                                                                                                                            • National Football League Inc.
                                                                                                                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                                                                                                                            • New England Dairy & Food Council
                                                                                                                                                                                                                                                                                            • Northeast Fresh Foods Alliance
                                                                                                                                                                                                                                                                                            • Organic Trade Association
                                                                                                                                                                                                                                                                                            • Organic Valley Family of Farms
                                                                                                                                                                                                                                                                                            • Prairie Farms Dairy, Inc.
                                                                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                                                                                            • Shamrock Farms
                                                                                                                                                                                                                                                                                            • Southeast United Dairy Industry Association, Inc.
                                                                                                                                                                                                                                                                                            • Stremicks Heritage Foods, LLC
                                                                                                                                                                                                                                                                                            • The American Dairy Association & Dairy Council Mid East
                                                                                                                                                                                                                                                                                            • The J. M. Smucker Company
                                                                                                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                            • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                            • USA Today
                                                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                                                                                                                                                            • Washington Post Company (The)
                                                                                                                                                                                                                                                                                            • Western Dairy Council
                                                                                                                                                                                                                                                                                            • White Wave, Inc.
                                                                                                                                                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                            • Winn-Dixie Stores

                                                                                                                                                                                                                                                                                            Milk - US - April 2010

                                                                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)