Milk, Creamers and Non-Dairy Milk - US - April 2014
“Consumers are searching for innovative products, new flavors, and convenient packaging to fulfill their desire for healthier, on-the-go lifestyles. Opportunities for growth are present for the milk category to adapt to consumers’ nutritional demand by diversifying flavor profiles and occasion usage. However, the industry faces obstacles in its efforts to reestablish itself as a healthy, functional beverage. Can consumers be convinced that dairy and non-dairy beverages are an attractive on-the-go addition to their lifestyles, and can the industry’s recent health refocus penetrate the market enough to increase sales and change any negative perceptions?”
– Elizabeth Sisel, Beverage Analyst
Some questions answered in this report include:
- Can health angle turn around the milk category?
- Can milk retailers be successful in the on-the-go market?
- Is flavoring the answer to category innovation?
- How important is the refrigerated section to non-dairy products?
Dairy milk dominates the segment with 67.7% of market share, but consumer interest in non-dairy milk is growing, with almond milk sales surpassing that of soy milk for the first time. However, the other milk segment, led by plant-based milk brands, remains small. Interest in coffee creamers is also seeing growth, with the segment making up 14.9% of market share. Dairy and non-dairy brands are competing in their own segments and against each other. However, Mintel research suggests that consumers are likely to be active across multiple segments purchasing a variety of dairy and non-dairy products, not just one.
This report builds on the analysis presented in Mintel’s Dairy and Non-dairy Milk – US, April 2013, as well as the April 2012 report of the same title and Milk – US, April 2010, as well as the May 2009, June 2007, May 2006, April 2003, and June 2001 reports of the same title.
For the purposes of this report, Mintel has segmented the market as follows:
- Refrigerated skim/low-fat (1% and 2%) milk
- Refrigerated whole milk
- Refrigerated cream/half & half
- Refrigerated flavored milk/eggnog/buttermilk
- Other milk/milk substitutes, including ready-to-drink milk/milk substitutes, refrigerated kefir/milk substitutes/soy milk, and refrigerated milkshakes/non-dairy drinks
- Shelf-stable coffee creamer and refrigerated non-dairy creamer
Non-dairy creamer includes dairy-free products designed to lighten the color and enhance the flavor of coffee, such as Coffee-mate and Cremora. Soy-based creamer, such as WhiteWave’s Silk brand, is included, but “regular” soy milk is excluded. Non-dairy creamer may be flavored or unflavored.
Excluded from this report are milk flavorings; coffee and coffee mixes; syrups or other products used to flavor or sweeten coffee. Also excluded are specialty or European-style creams such as clotted cream, Devonshire cream, and double cream, as well as whipped toppings. Sales of milk, creamers, and non-dairy milk within the foodservice industry are also excluded.
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