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Milk - US - May 2009

The milk market continues to face multi-pronged challenges—competition from other dairy beverages, low awareness of functional innovations in milk, lack of flavor-based innovations, retraction in consumer demand, consumer concern about growth hormones and price deflation. This report addresses and provides answers to a number of challenges existing in this market.

Stakeholders and marketers can find answer to the following question in the report:

  • What are the principle factors responsible for reduction of consumers demand for milk?
  • How private labels define the total market sales and influence of this trend on future growth?
  • What are the growth-driving products in this otherwise highly commoditized market?
  • How competition from other dairy products, such as yogurt and yogurt drinks, and other possible milk substitutes, such as soy milk, have negatively influenced the milk market
  • What is consumer opinion about artificial growth hormone in milk and how companies are addressing these concerns?
  • Is high-priced organic milk holding steady through the current recession?
  • Which demographic groups are important for market growth and how are they being targeted by marketer?
  • Consumers reasons for not drinking milk
  • Which innovations have the potential to stimulate market growth?

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Table of contents

  1. Scope and Themes

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

                • Market experiences growth through price increase amid reduction in consumer demand
                  • Milk faces increased competition from yogurt, yogurt drinks, and soymilk
                    • Private labels dominate the highly commoditized market; top six processors only make up 26% of total sales
                      • Organic milk drives growth, but remains a small portion of overall sales
                        • Whole milk declines, low-fat/skim milk grows through price increases, and flavored milk remains stagnant
                          • Growth drivers related to demographics have mixed blessings for the market
                            • Personal incidence of using milk lags that of drinking carbonated drinks and bottled water
                              • Green packaging, lack of growth hormone are important in purchasing milk
                                • Milk users are most likely to use milk in cereals
                                  • Parents’ attitude toward serving milk to children
                                    • Reasons for not drinking milk
                                    • Insights and Opportunities

                                      • Position milk as a cheap source of high-quality protein
                                        • Change its image from banal to exciting and purposeful
                                          • Promote milk as a weight-loss aid
                                            • Figure 1: Attitude towards health, 2004 and 2008
                                            • Figure 2: Reasons for watching/controlling diet, 2004 and 2008
                                          • Innovate to launch “satiety” claims for both casual and serious dieters
                                            • Milk with probiotics is likely to bring growth
                                              • Flavor innovation focused on exciting flavors, increase in shelf-stable single-serve milk are likely to drive growth
                                              • Inspire Trends

                                                  • Trend 1: Brand Experience
                                                    • What's it about?
                                                      • The milk industry and brand experience
                                                        • Trend 2: Healthy indulgence
                                                          • Going beyond the tastebuds; create indulgence for mind
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Consumers retract demand amid growing competition from other dairy products
                                                                • Figure 3: FDMx volume sales of refrigerated white and flavored milk/eggnog/buttermilk in FDMx, 2003-08
                                                              • Private-label milk sales define the total market
                                                                • Sales and forecast of milk and dairy beverages
                                                                  • Figure 4: Total FDMx and c-store sales and forecast of milk and dairy beverages, at current prices, 2003-13
                                                                  • Figure 5: Total FDMx and c-store and forecast of milk and dairy beverages, at inflation-adjusted prices, 2003-13
                                                                • Walmart sales
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Raw milk prices nosedive due to surplus; may create price deflation at retail in 2009
                                                                      • Yogurt and yogurt drinks give stiff competition to milk
                                                                          • Figure 6: Yogurt and yogurt drinks dollar sales in FDMx, 2003-08
                                                                        • Soymilk soars at the expense of milk
                                                                          • Private labels grow their dollar share in the milk market, but create price deflation
                                                                            • Figure 7: Private label and branded milk dollar and volume market share, 2003-08
                                                                          • Private label push toward hormone-free milk
                                                                            • Organic milk drives growth, but sales slow down amid recession
                                                                              • Figure 8: Organic milk dollar and volume sales in FDMx, 2003-08
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Price increases contribute to the sales growth in refrigerated white milk
                                                                                • Little news for flavored milk
                                                                                  • Shelf-stable single-serve milk and powdered milk drive growth in “other” milk
                                                                                    • Segment sales and forecast of milk
                                                                                      • Figure 9: FDMx sales and forecast of milk, at current prices, by segment, 2003-13
                                                                                      • Figure 10: FDMx sales of milk, segmented by type, 2006 and 2008
                                                                                  • Segment Performance—Refrigerated Skim and Low-fat Milk

                                                                                    • Key points
                                                                                      • Small growth from increase in prices; consumers continue to reduce demand
                                                                                        • Figure 11: FDMx volume sales of branded and private-label skim and low-fat milk, at current prices, 2003-08
                                                                                      • Organic milk and hormone-free non-organic milk continue to show growth
                                                                                        • Innovations will find growth in skim and low-fat milk
                                                                                          • Figure 12: FDMx sales and forecast of refrigerated skim/low-fat milk, at current prices, 2003-13
                                                                                      • Segment Performance—Refrigerated Whole Milk

                                                                                        • Key points
                                                                                          • Obesity trends disfavor whole milk; demand will continue to slide
                                                                                            • Figure 13: FDMx volume sales of branded and private-label refrigerated whole milk, at current prices, 2003-08
                                                                                          • Organic whole milk garners growth, but may lose share to skim/low-fat organic milk
                                                                                            • Hispanics and blacks are primary whole milk consumers; but this base may dwindle
                                                                                              • Figure 14: Hispanic household milk consumption, by type, by language spoken at home, July 2007-September 2008
                                                                                              • Figure 15: FDMx sales and forecast of refrigerated whole milk, at current prices, 2003-13
                                                                                          • Segment Performance—Refrigerated Flavored Milk/Eggnog/Buttermilk

                                                                                            • Key points
                                                                                              • Narrow base of target consumers and limitations in flavors challenge segment growth
                                                                                                • Blacks and Hispanics are an ideal target to drive growth
                                                                                                  • Figure 16: Hispanic household flavored milk consumption, by language spoken at home, July 2007-September 2008
                                                                                                  • Figure 17: FDMx sales and forecast of refrigerated flavored milk/eggnog/buttermilk*, at current prices, 2003-13
                                                                                              • Segment Performance—Other

                                                                                                • Key points
                                                                                                  • Shelf-stable single-serve milk drives growth
                                                                                                    • Powdered and evaporated/condensed milk benefits from growth in Hispanic-targeted products
                                                                                                      • Figure 18: FDMx U.S. sales and forecast of other milk, at current prices, 2003-13
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Supermarkets experience impressive growth on the strength of private labels
                                                                                                        • Convenience stores’ milk sales slow down; face growing competition from other beverages
                                                                                                          • Drug and mass thrive on the strength of innovations and private labels
                                                                                                            • Figure 19: FDMx and c-store sales of milk, by retail channel, 2006 and 2008
                                                                                                        • Retail Channels—Supermarkets

                                                                                                          • Key points
                                                                                                            • Supermarkets align private label innovation with consumer demand
                                                                                                              • Supermarkets have the opportunity to grow single-serve SS milk
                                                                                                                • Figure 20: U.S. sales of milk at supermarkets, at current prices, 2003-08
                                                                                                            • Retail Channels—Convenience Stores

                                                                                                              • Key point
                                                                                                                • Slowing pace of innovation in convenience stores; flavor innovation my garner growth at this channel
                                                                                                                  • Figure 21: U.S. sales of milk at convenience stores, at current prices, 2003-08
                                                                                                              • Retail Channels—Natural Stores

                                                                                                                • Sales of milk and dairy beverages strong in the natural channel
                                                                                                                  • Figure 22: Natural product supermarket retail sales of milk and dairy beverages, at current prices, 2007-09*
                                                                                                                  • Figure 23: Natural product supermarket retail sales of milk and dairy beverages, at inflation-adjusted prices, 2007-09*
                                                                                                                • Natural channel sales by segment
                                                                                                                  • Figure 24: Natural product supermarket retail sales of milk and dairy beverages, by segment, 2007 and 2009
                                                                                                                • Brand performance: Milk and dairy beverages
                                                                                                                  • Figure 25: Manufacturer brand natural supermarket sales of milk and dairy beverages, 2007 and 2009
                                                                                                                • Natural channel sales of milk and dairy beverages by organic and conventional
                                                                                                                  • Figure 26: Natural product supermarket retail sales of milk and dairy beverages, by organic, 2007 and 2009
                                                                                                                • Natural channel sales of milk and dairy beverages segment by organic
                                                                                                                  • Figure 27: Natural product supermarket retail sales of milk and dairy beverage segment, by organic, 2007 and 2009
                                                                                                                • Natural channel sales of non-dairy beverages segment by storage type
                                                                                                                  • Figure 28: Natural product supermarket retail sales of non-dairy beverages, by storage, 2007 and 2009
                                                                                                                • Natural channel sales of milk, half & half and cream by glass bottle
                                                                                                                  • Figure 29: Natural product supermarket retail sales* of milk, half & half and cream, by glass bottle, 2007 and 2009
                                                                                                              • Market Drivers

                                                                                                                • Consumers lean toward eating healthily, but milk does not seem to have benefited from the trend
                                                                                                                  • Figure 30: Attitudes regarding healthy eating, 2003 and 2008
                                                                                                                  • Figure 31: Per capita consumption of milk in the U.S., by type, 2002-07
                                                                                                                  • Figure 32: Population, by age, 2004-14
                                                                                                                • Households with children and large households impact milk consumption
                                                                                                                  • Figure 33: Households, by presence of children, 1998-2008
                                                                                                                  • Figure 34: Annual consumption of milk in gallons in households, by number of people in household, 2008
                                                                                                                  • Figure 35: Households, by number of members, 1998-2008
                                                                                                                • Hispanics and blacks are crucial demographics for market growth
                                                                                                                  • Figure 36: Households, by presence of children, and race/Hispanic origin of householder, 2008
                                                                                                                  • Figure 37: Population, by race and Hispanic origin, 2003-13
                                                                                                              • Companies and Brands

                                                                                                                • Key points
                                                                                                                  • Top six dairy processors only account for 26% of the total market share
                                                                                                                    • Private labels rule FDMx sales
                                                                                                                      • Figure 38: FDMx sales of leading milk companies, 2007 and 2008
                                                                                                                  • Brand Share—Refrigerated Skim/Low-fat Milk

                                                                                                                    • Key points
                                                                                                                      • Private labels continue upward trend; takeaway sales from branded low-fat/skim milk
                                                                                                                        • Horizon remains the top organic brand and a growth driver in Dean’s portfolio
                                                                                                                          • HP Hood garners marginal growth from Lactaid and Hood Simply Smart
                                                                                                                            • Manufacturer and brand sales of refrigerated skim/low-fat milk
                                                                                                                              • Figure 39: FDMx brand sales of refrigerated skim/low-fat milk in the U.S., 2007 and 2008
                                                                                                                          • Brand Share—Refrigerated Whole Milk

                                                                                                                            • Key points
                                                                                                                              • Private labels account for nearly 65% of the total market share
                                                                                                                                • Dean’s Horizon Organic, Dean Country Fresh, and Swiss dairy brands experience growth
                                                                                                                                  • Manufacturer and brand sales of refrigerated whole milk
                                                                                                                                    • Figure 40: FDMx brand sales of refrigerated whole milk in the U.S., 2007 and 2008
                                                                                                                                • Brand Share—Flavored Milk/Eggnog/Buttermilk

                                                                                                                                  • Key points
                                                                                                                                    • Dean’s Horizon Organic posts growth, but sales remain small
                                                                                                                                      • Nestlé Nesquik, the biggest-selling flavored milk brand loses appeal
                                                                                                                                        • Private labels account for the biggest market share, but exhibit decline
                                                                                                                                          • Manufacturer and brand sales of refrigerated flavored milk/eggnog/buttermilk
                                                                                                                                            • Figure 41: FDMx brand sales of refrigerated flavored milk/eggnog/buttermilk in the U.S., 2007 and 2008
                                                                                                                                        • Brand Share—Other

                                                                                                                                          • Key point
                                                                                                                                            • Shelf-stable Horizon Organic experiences favorable consumer response
                                                                                                                                              • Nestlé’s Hispanic-targeted products find small growth
                                                                                                                                                • Manufacturer and brand sales of other milk
                                                                                                                                                  • Figure 42: FDMx brand sales of other milk in the U.S., 2007 and 2008
                                                                                                                                              • Brand Qualities

                                                                                                                                                • Brands make an effort to differentiate through functional offerings amid competition from private labels
                                                                                                                                                  • Kemps innovates to target wider base of consumers…
                                                                                                                                                    • ..but probiotics are still missing
                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                      • Introduction
                                                                                                                                                        • Figure 43: Number of new product launches in milk and dairy beverage, 2003-08
                                                                                                                                                      • Top 10 U.S. claims during 2003-08
                                                                                                                                                        • Figure 44: Trends in new product introductions in white milk and flavored milk, 2003-08
                                                                                                                                                      • Top trends in new products
                                                                                                                                                        • Trend toward natural, organic, and additive-free offerings
                                                                                                                                                          • Growing trend toward omega-3-fortified milk
                                                                                                                                                            • Flavor trends
                                                                                                                                                              • Narrowing range of flavors: innovations center around chocolate flavor
                                                                                                                                                                • Figure 45: Trends in new flavor introductions in flavored milk, 2003-08
                                                                                                                                                              • Trends in children-targeted milk and dairy-based products
                                                                                                                                                                • Packaging trends
                                                                                                                                                                  • Move toward environmentally friendly packaging
                                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                                    • Introduction
                                                                                                                                                                      • MilkPEP launches various initiatives to promote milk
                                                                                                                                                                        • Milk producers communicate hormone-free proposition in non-organic milk
                                                                                                                                                                          • Dean, the largest milk processor, listens to consumers
                                                                                                                                                                            • Figure 46: Dean’s milk, no artificial hormone, television ad, 2008
                                                                                                                                                                          • Trend toward conveying about the (local) milk source—a point of pride and taste differentiation
                                                                                                                                                                            • Kemps Select scores points on fresh taste and humor
                                                                                                                                                                              • Figure 47: Kemps Select, Local milk, television ad, 2008
                                                                                                                                                                            • Functional and pro-health innovation
                                                                                                                                                                              • Smart Balance new fat-free milk attempts to attract health-minded consumers
                                                                                                                                                                                • Figure 48: Smart Balance, Delicious Fat-free milk and 1% heart-healthy milk, television ad, 2008
                                                                                                                                                                              • Promoting the natural goodness of milk
                                                                                                                                                                                • Oakhurst: naturally healthy, naturally good
                                                                                                                                                                                  • Figure 49: Oakhurst milk, Nutrient-rich Oakhurst milk, television ad, 2008
                                                                                                                                                                                • Dean educates about the benefits of calcium-rich milk
                                                                                                                                                                                  • Figure 50: Dean’s milk, milk and calcium, television ad, 2008
                                                                                                                                                                              • The Milk Consumer: Usage, Types and Frequency

                                                                                                                                                                                • Trends in household consumption of milk
                                                                                                                                                                                    • Figure 51: Trends in household consumption of milk, by type, 2004-08
                                                                                                                                                                                  • Households with children are primary consumers of whole milk and flavored milk
                                                                                                                                                                                      • Figure 52: Household milk consumption, by type, by presence of children, July 2007-September 2008
                                                                                                                                                                                    • Ethnic households continue to use whole milk, but are likely to move to low-fat/skim milk
                                                                                                                                                                                        • Figure 53: Household milk consumption, by type, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                                      • Personal incidence of using milk is lower than that of carbonated drinks and bottled water
                                                                                                                                                                                          • Figure 54: Incidence of individual consumption of milk, by key demographics, January 2009
                                                                                                                                                                                        • Trends in frequency of drinking milk in U.S. households
                                                                                                                                                                                          • Households are using less milk in 2008, compared to 2006
                                                                                                                                                                                            • Figure 55: Trends in frequency of drinking milk, 2004-08
                                                                                                                                                                                          • Households with children, large households, and Hispanic households consume most milk
                                                                                                                                                                                              • Figure 56: Household frequency* of drinking milk, by key demographics, July 2007-September 2008
                                                                                                                                                                                          • Attitudes: Growth Hormone, Organic Milk, Green Packaging and Other Beverages

                                                                                                                                                                                                • Figure 57: Attitudes toward growth hormone in milk, green milk packaging, and new age beverages, by gender, January 2009
                                                                                                                                                                                                • Figure 58: Attitudes toward growth hormone in milk, green milk packaging, and new age beverages, by race/Hispanic origin, January 2009
                                                                                                                                                                                                • Figure 59: Attitudes toward growth hormone in milk, green milk packaging, and new age beverages, by presence of children, January 2009
                                                                                                                                                                                              • Concern about growth hormones and media
                                                                                                                                                                                                • Figure 60: Growth hormone awareness and reaction, by age, January 2009
                                                                                                                                                                                            • Attitudes toward Using Different Types of Milk and Interchangeability with Other Beverages

                                                                                                                                                                                                • Figure 61: Attitudes toward different types of milk and interchangeability with other beverages, by age, January 2009
                                                                                                                                                                                              • How milk is used
                                                                                                                                                                                                  • Figure 62: How milk is used, by gender, January 2009
                                                                                                                                                                                                  • Figure 63: How milk is used, by race/Hispanic origin, January 2009
                                                                                                                                                                                                  • Figure 64: How milk is used, by presence of children, January 2009
                                                                                                                                                                                              • Reasons for Choosing Milk for Self and Children

                                                                                                                                                                                                • Reasons for drinking milk
                                                                                                                                                                                                    • Figure 65: Reasons for drinking milk, by presence of children, January 2009
                                                                                                                                                                                                  • Parents’ attitudes and behaviors regarding milk use for children
                                                                                                                                                                                                      • Figure 66: Parents’ attitudes and behaviors regarding milk, by race/Hispanic origin, January 2009
                                                                                                                                                                                                  • Reasons for Not Drinking Milk

                                                                                                                                                                                                      • Figure 67: Reasons for not drinking milk, by gender, January 2009
                                                                                                                                                                                                      • Figure 68: Reasons for not drinking milk, by race/Hispanic origin, January 2009
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Lowest drinkers, health-unimpressed
                                                                                                                                                                                                        • Good tasting, cereal users
                                                                                                                                                                                                          • Environmental and hormonal-concerned
                                                                                                                                                                                                              • Figure 69: Milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 70: Incidence of individual consumption of yogurt drinks, by milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 71: Attitudes toward growth hormone in milk, green milk packaging, and new age beverages, by milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 72: Attitudes toward different types of milk and interchangeability with other beverages, by milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 73: Growth hormone awareness and reaction, by milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 74: How milk is used, by milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 75: Reasons for drinking milk, by milk consumer clusters, January 2009
                                                                                                                                                                                                              • Figure 76: Milk consumer clusters, by gender, January 2009
                                                                                                                                                                                                              • Figure 77: Milk consumer clusters, by age, January 2009
                                                                                                                                                                                                              • Figure 78: Milk consumer clusters, by household income, January 2009
                                                                                                                                                                                                              • Figure 79: Milk consumer clusters, by race, January 2009
                                                                                                                                                                                                              • Figure 80: Milk consumer clusters, by Hispanic origin, January 2009
                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                            • Moms, and adults aged 18-34 are the primary target consumer in the market
                                                                                                                                                                                                                • Figure 81: Personal incidence of using milk, by moms and adults aged 18-34 and ethnicity/Hispanic origin, January 2009
                                                                                                                                                                                                            • IRI/Builders Panel Data: 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 82: Brand map, selected brands of refrigerated skim/low-fat milk, by household penetration, 2008*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 83: Key purchase measures for the top brands of refrigerated skim/low-fat milk, by household penetration, 2008*
                                                                                                                                                                                                                        • Refrigerated flavored milk/eggnog/buttermilk
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—refrigerated flavored milk/eggnog/buttermilk
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                • Figure 84: Brand map, selected brands of refrigerated flavored milk/eggnog/buttermilk, by household penetration, 2008*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 85: Key purchase measures for the top brands of refrigerated flavored milk/eggnog/buttermilk, by household penetration, 2008*
                                                                                                                                                                                                                                • Refrigerated whole milk
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—refrigerated whole milk
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 86: Brand map, selected brands of refrigerated whole milk, by household penetration, 2008*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 87: Key purchase measures for refrigerated whole milk, by household penetration, 2008*
                                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                      • Attitudes toward growth hormone in milk, milk packaging, and new-age milk beverages
                                                                                                                                                                                                                                        • Figure 88: Attitudes toward growth hormone in milk, green milk packaging, and new age beverages, by age, January 2009
                                                                                                                                                                                                                                        • Figure 89: Attitudes toward growth hormone in milk, green milk packaging, and new age beverages, by income, January 2009
                                                                                                                                                                                                                                      • Attitudes toward using different types of milk and interchangeability with other beverages
                                                                                                                                                                                                                                        • Figure 90: Attitudes toward different types of milk and interchangeability with yogurt drinks, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                      • How milk is used?
                                                                                                                                                                                                                                        • Figure 91: How milk is used, by age, January 2009
                                                                                                                                                                                                                                        • Figure 92: How milk is used, by income, January 2009
                                                                                                                                                                                                                                        • Figure 93: How milk is used, by region, January 2009
                                                                                                                                                                                                                                    • Reasons for Choosing Milk for Self and Children

                                                                                                                                                                                                                                      • Reasons for drinking milk
                                                                                                                                                                                                                                        • Figure 94: Reasons for drinking milk, by gender, January 2009
                                                                                                                                                                                                                                        • Figure 95: Reasons for drinking milk, by age, January 2009
                                                                                                                                                                                                                                        • Figure 96: Reasons for drinking milk, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                        • Figure 97: Reasons for drinking milk, by income, January 2009
                                                                                                                                                                                                                                        • Figure 98: Reasons for drinking milk, by region, January 2009
                                                                                                                                                                                                                                      • Parents’ attitudes and behaviors regarding milk consumption for children
                                                                                                                                                                                                                                        • Figure 99: Parents’ attitudes and behaviors regarding milk, by gender, January 2009
                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                        • National and international associations
                                                                                                                                                                                                                                          • Regional associations
                                                                                                                                                                                                                                            • State associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • American Dairy Association & Dairy Council, Inc.
                                                                                                                                                                                                                                            • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                                            • American Heart Association, Inc.
                                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                                            • Crowley Foods LLC
                                                                                                                                                                                                                                            • Dairy Farmers of America Inc.
                                                                                                                                                                                                                                            • Dairy Management Association
                                                                                                                                                                                                                                            • Dean Foods Company
                                                                                                                                                                                                                                            • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                            • DSM Nutritional Products [Roche Vitamins]
                                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                                            • Garelick Farms
                                                                                                                                                                                                                                            • Goodby, Silverstein & Partners
                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                            • Groupe Danone
                                                                                                                                                                                                                                            • Hershey Company, The
                                                                                                                                                                                                                                            • Hiland Dairy Foods Company, LLC
                                                                                                                                                                                                                                            • Horizon Organic
                                                                                                                                                                                                                                            • HP Hood LLC
                                                                                                                                                                                                                                            • International Dairy Foods Association
                                                                                                                                                                                                                                            • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                            • Kemps LLC
                                                                                                                                                                                                                                            • Land O'Lakes Inc.
                                                                                                                                                                                                                                            • Lifeway Foods Inc.
                                                                                                                                                                                                                                            • Marsh Supermarkets, Inc
                                                                                                                                                                                                                                            • Mayfield Dairy Farms Inc.
                                                                                                                                                                                                                                            • Meijer
                                                                                                                                                                                                                                            • Midland Dairy Association
                                                                                                                                                                                                                                            • Midwest Dairy Association
                                                                                                                                                                                                                                            • Milk Products LP
                                                                                                                                                                                                                                            • National Basketball Association
                                                                                                                                                                                                                                            • National Cheese Institute
                                                                                                                                                                                                                                            • National Dairy Holdings L.P.
                                                                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                                                                            • Nestlé Waters North America Inc.
                                                                                                                                                                                                                                            • New England Dairy & Food Council
                                                                                                                                                                                                                                            • Northeast Fresh Foods Alliance
                                                                                                                                                                                                                                            • Organic Trade Association
                                                                                                                                                                                                                                            • Organic Valley Family of Farms
                                                                                                                                                                                                                                            • Pepsi-Cola North America
                                                                                                                                                                                                                                            • Piggly Wiggly Carolina Company, Inc.
                                                                                                                                                                                                                                            • Prairie Farms Dairy, Inc.
                                                                                                                                                                                                                                            • Publix Super Markets
                                                                                                                                                                                                                                            • Rachel's Organic Dairy
                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                                            • Southeast United Dairy Industry Association, Inc.
                                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                                            • Stonyfield Farm
                                                                                                                                                                                                                                            • Supervalu Inc
                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                                                            • The Wendy's Company
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                            • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                            • Weis Markets Inc
                                                                                                                                                                                                                                            • Westbrae
                                                                                                                                                                                                                                            • Western Dairy Council
                                                                                                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                                                                                                            Milk - US - May 2009

                                                                                                                                                                                                                                            £3,174.67 (Excl.Tax)