Dairy and Non-Dairy Milk - US - April 2013
“Milk is most associated with at-home breakfast or as an additive to cereal or coffee, but the growing variety of milk products invites expansion beyond these traditional usage occasions. Milk producers should embrace their product’s versatility by encouraging consumers to use milk in recipes, as a snack, or as a workout recovery beverage. In particular, innovations that offer creative flavors, convenient packaging, and trustworthy sources could help to encourage new milk usage occasions and locations.”
– Jennifer Zegler, Beverage Analyst
Some questions answered in this report include:
- Can milk expand beyond the at-home breakfast and additive occasions?
- How can non-dairy milks make cautious consumers more comfortable?
- Are dairy and non-dairy milk enemies, or can there be collaboration?
- Are consumers willing to turn to milk as a sports drink?
Milk in some form—dairy and/or non-dairy—is purchased by nearly 95% of U.S. households, according to Mintel research. Respondents are most likely to consume milk with breakfast, use it as an ingredient when cooking, and add it to another food or beverage, such as cereal, coffee, or tea. Milk is more versatile than these traditional usage occasions, and milk manufacturers should aim to expand usage to on-the-go occasions by creating flavors, packaging, and varieties that can be used as snacks, treats, or post-workout drinks.
Dairy milk dominates the segment with 90.5% of market share, but consumer interest in non-dairy milk is growing, especially in newer sources such as almond and coconut milk. Indeed, Mintel research finds that half of respondents purchase non-dairy milk in some format. Still, the other milk segment, led by plant-based milk brands, accounts for just 8.9% market share, according to SymphonyIRI Group multi-outlet sales data. Brands in respective portions of the aisle are taking aim at the competition, but the overlap between dairy and non-dairy milk purchase found in Mintel research suggests that consumers are likely to be active in both segments, not one or the other.
For the purposes of this report, Mintel has included the following categories:
- Refrigerated skim/low-fat milk
- Refrigerated whole milk
- Refrigerated flavored milk/eggnog/buttermilk
- Other milk, which includes ready-to-drink milk/milk substitutes, refrigerated kefir/milk substitutes/soymilk, and refrigerated milkshakes/non-dairy drinks
- Powdered milk
Organic milk also is discussed, and when possible, sales are identified, but it is considered a subsegment within each of the segments listed above. Excluded from the scope of this report are creamers, half-and-half, milk for infants, and milk flavorings. Kefir, while included in sales data of the other milk segment, is included as part of the analysis in Mintel’s Yogurt and Yogurt Drinks—U.S., August 2012 report. Also excluded are sales of milk within the foodservice industry.
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