2012 Milk & Dairy Beverages in the U.S.

THE WHOLE (AND SKIM) STORY.

This report includes data on production, consumption, flavors, milk by fat content and advertising expenditures. It analyzes the forces reshaping the industry, such as consolidation in both production and retail outlets, pricing and health matters and addresses packaging and distribution. It also covers flavored dairy-based shelf-stable beverages, yogurt drinks and creamers.

The flavored milk market underwent a growth spurt for about a decade between the mid-1990s and the first half decade of the 2000s - rising from less than 5% to more than 8% of the category. Since 2007, the picture has been mixed. The declines for flavored milk volume in 2007 and 2008 were largely attributable to historically high prices, which affected flavored milk more than white milk - not an unusual circumstance in the milk category.

• Considered by consumers to be a treat or indulgence that they can live without or make at home, flavored milk has been especially sensitive to price increases - much more so than white milk, which is considered a household staple.
• Flavored milk's price elasticity works well when the product is promoted or sold at a discount, but works against the segment when prices go up, as was evidenced in 2007 and continued in 2008.
• By late 2009, flavored milk started to rebound, as prices moved down, and as dairy processors increasingly featured the product to drive up their brand sales.
• But 2010 and especially 2011 into 2012 have been increasingly tough times for the milk business, between the deep recession suffered in the U.S., and milk prices remaining high. Flavored milk once again became a nice to have, but expendable occasional treat rather than an omni-present beverage in consumers' consideration sets.
• It remains to be seen whether the most recent uptick in flavored milk sales in the third quarter of 2012 is sustainable. A few market elements are likely driving the sales growth - one being a slight decline in the price of flavored milk. Additionally, the marketing efforts touting chocolate milk as an effective post-workout recovery beverage might also be having an impact, enticing new consumers into the category. There is also a strong new national player on the market, Dean Foods' True Moo, which is spending behind the brand and pushing distribution.

True Moo is one of only a few national flavored milk products, along with NesQuik, Hershey's and Horizon Organic. Flavored milk segment volume, unlike white milk, is dominated by brands rather than private label products. In recent years, however, private label flavored milk has outperformed branded and thereby gained share.

• The price differential between private label and branded chocolate milks, particularly in the weak economic environment, is a certain driver of private label's share growth.
  

Table of contents

1. THE U.S. MILK MARKET
The National Fluid Milk Market
• Overview
• Per Capita Consumption
• Compound Annual Growth
• Seasons
• Production
The Regional Fluid Milk Markets
• Consumption
• Production
Exhibits
• U.S. Fluid Milk Market Volume, Weight and Growth 1975 – 2012
• U.S. Fluid Milk Market Per Capita Consumption 1975 – 2012
• U.S. Fluid Milk Market Compound Annual Growth 1980 – 2012
• U.S. Fluid Milk Market Quarterly Volume Shares 2002 – 2011
• U.S. Fluid Milk Market Production per Cow 1960 – 2011
• U.S. Fluid Milk Market Consumption by Region 2006 – 2011
• U.S. Fluid Milk Market Share of Consumption by Region 2006 – 2011
• U.S. Fluid Milk Market Change in Consumption by Region 2007 – 2011
• U.S. Fluid Milk Market Share of Production by Region 2009 – 2011
2. THE U.S. MILK MARKET BY FAT CONTENT
Milk Market by Milk Fat Types
• Overview
• Volume and Growth
Other Fluid Milk Categories
• Overview
• Lactose-Free Milk
• rBGH-Free Milk
• Organic Milk
• Buttermilk
Exhibits
• U.S. Fluid Milk Market Volume by Milk Fat Type 1975 – 2012
• U.S. Fluid Milk Market Share of Volume by Milk Fat Type 1975 – 2012
• U.S. Fluid Milk Market Change in Volume by Milk Fat Type 1980 – 2012
3. THE U.S. MILK MARKET BY FLAVORS
The Flavored Milk Market
• Overview
• The Flavors
• Flavored Milk Brands
Exhibits
• U.S. White vs. Flavored Milk Market Volume and Share 1996 – 2012
• U.S. Flavored Fluid Milk Market Volume by Flavor 2007 – 2012
• U.S. Flavored Fluid Milk Market Share of Volume by Flavor 2007 – 2012
• U.S. Flavored Fluid Milk Market Change in Volume by Flavor 2008 – 2012
• U.S. Flavored Fluid Milk Market Estimated Dollar Share by Brand 2007 – 2011
4. LEADING DAIRIES
The Top Dairy Companies
• Overview
• Dean Foods
• Land O’ Lakes
• Kraft Foods
• Schreiber Foods Inc.
• Dairy Farmers of America
• Prairie Farms Dairy
• Kroger Dairy Division
Leading Fluid Milk Processors
• Overview
• Dean Foods
• Kroger Dairy Division
• Borden Dairy Company
• H.P. Hood
Exhibits
• Leading Dairy Processors Estimated Wholesale Dollar Sales 2006 – 2011
• Leading Fluid Milk Companies Estimated Wholesale Dollar Sales 2006 – 2011
• Leading Fluid Milk Companies Estimated Share of Sales 2006 – 2011
5. THE LEADING MILK BRANDS AND PRIVATE LABEL
Branded vs. Private Label Milk
• Overview
• Fluid Milk Brands
• Brands by Fat Content
Exhibits
• U.S. Fluid White Milk Market Branded vs. Private Label Retail Dollars and Units 2007 – 2011
• U.S. Fluid White Milk Market Branded vs. Private Label Share of Retail Dollars and Units 2007 – 2011
• U.S. Fluid White Milk Market Branded vs. Private Label Change in Retail Dollars and Units 2008 – 2011
• U.S. Flavored Milk Market Branded vs. Private Label Retail Dollars and Units 2007 – 2011
• U.S. Flavored Milk Market Branded vs. Private Label Share of Retail Dollars and Units 2007 – 2011
• U.S. Flavored Milk Market Branded vs. Private Label Change in Retail Dollars and Units 2008 – 2011
• Refrigerated Whole Milk Brands Estimated Dollar Share 2006 – 2011
• Refrigerated Non-/Low-Fat Milk Brands Estimated Dollar Share 2006 – 2011
6. THE U.S. MILK MARKET BY DISTRIBUTION CHANNEL
Milk Distribution
• Overview
• Volume by Distribution Channel
Exhibits
• U.S. Fluid Milk Market Volume by Distribution Channel 2006 – 2011
• U.S. Fluid Milk Market Share of Volume by Distribution Channel 2006 – 2011
• U.S. Fluid Milk Market Change in Volume by Distribution Channel 2007 – 2011
7. THE U.S. MILK MARKET BY PACKAGE TYPE AND SIZE
Milk Packaging
• Volume by Package Type
• Volume by Package Size
Exhibits
• U.S. Fluid Milk Market Volume by Package Type 2006 – 2011
• U.S. Fluid Milk Market Share of Volume by Package Type 2006 – 2011
• U.S. Fluid Milk Market Change in Volume by Package Type 2007 – 2011
• U.S. Fluid Milk Market Volume by Package Size 2006 – 2011
• U.S. Fluid Milk Market Share of Volume by Package Size 2006 – 2011
• U.S. Fluid Milk Market Change in Volume by Package Size 2007 – 2011
8. U.S. MILK PRICING
Milk Pricing
• Overview
• Wholesale and Retail Prices
• Federal Milk Order Prices
Exhibits
• U.S. Fluid Milk Market Wholesale and Retail Sales 1988 – 2011
• U.S. Fluid Milk Market Average Price per Gallon by Retail Outlet 2007 – 2011
• U.S. Fluid Milk Market Federal Order Minimum Prices 1980 – 2012
9. U.S. MILK ADVERTISING EXPENDITURES
Milk Advertising
• Overview
• Leading Advertisers
• Advertising Spending by Media
Exhibits
• U.S. Fluid Milk Market Expenditures by Leading Advertisers 2007 – 2011
• U.S. Fluid Milk Market Share of Expenditures by Leading Advertisers 2007 – 2011
• U.S. Fluid Milk Market Change in Expenditures by Leading Advertisers 2007 – 2011
• U.S. Fluid Milk Market Advertising Expenditures by Media 2006 – 2011
• U.S. Fluid Milk Market Share of Advertising Expenditures by Media 2006 – 2011
• U.S. Fluid Milk Market Change in Advertising Expenditures by Media 2007 – 2011
10. DEMOGRAPHICS OF THE U.S. MILK CONSUMER
Demographics of the Milk Consumer
• Overview
• Milk Consumption by Age
• Milk Consumption by Gender
• Type of Milk Consumed
Exhibits
• U.S. Milk Consumption by Age Penetration by Usage 2011
• U.S. Milk Consumption by Age Share of Volume 2011
• U.S. Milk Consumption by Age Ounces Consumed 2011
• U.S. Milk Consumption by Gender Penetration and Ounces Consumed 2011
• Type of Milk Consumed by Age by Flavor 2011
• Type of Milk Consumed by Age by Fat Level 2011
11. DAIRY-BASED SHELF-STABLE BEVERAGES
Value-Added, Shelf-Stable Milk Products
• Overview
• Leading Brands
Exhibits
• Dairy-Based Shelf-Stable Beverages Estimated Wholesale Dollars 2006 – 2011
• Dairy-Based Shelf-Stable Beverages Share of Wholesale Dollars 2006 – 2011
• Dairy-Based Shelf-Stable Beverages Change in Wholesale Dollars 2007 – 2011
12. THE U.S. YOGURT DRINK MARKET
Yogurt Drinks
• Overview
• Leading Brands
Exhibits
• U.S. Yogurt Drink Market Estimated Volume and Growth 2007 – 2011
• U.S. Yogurt Drink Market Estimated Retail Dollars and Growth 2007 – 2011
• U.S. Yogurt Drink Market Share of Estimated Volume by Brand 2007 – 2011
13. THE U.S. NON-DAIRY CREAMER MARKET
Non-Dairy Creamers
• Overview
• Leading Brands
Exhibits
• U.S. Non-Dairy Creamer Market Estimated Volume and Growth 2007 – 2011
• U.S. Non-Dairy Creamer Market Estimated Retail Dollars and Growth 2007 – 2011
• U.S. Non-Dairy Creamer Market Share of Estimated Volume by Brand 2007 – 2011
14. THE PROJECTED U.S. MILK MARKET
The Projected National Fluid Milk Market
• Overview
• Volume by Segment
• Demographic Factors
Exhibits
• Projected U.S. Fluid Milk Market Estimated Gallonage and Growth 1992 – 2016
• Projected U.S. Fluid Milk Market Per Capita Consumption 1992 – 2016
• Projected U.S. Fluid Milk Market Compound Annual Growth 1980 – 2016
• Projected U.S. Fluid Milk Market Volume by Milk Fat Type 1992 – 2016
• Projected U.S. Fluid Milk Market Share of Volume by Milk Fat Type 1992 – 2016
• Projected U.S. Fluid Milk Market Change in Volume by Milk Fat Type 1993 – 2016
Appendix
MILK REQUIREMENTS IN THE CODE OF FEDERAL REGULATIONS
Description, Options and Requirements

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Related research categories

By sector: Dairy (in Soft drinks), General drinks

By market: United States (in North America)