SLATE CHOCOLATE MILK PORTABLE
“One of the reasons bottled water has done well is that it’s a great portable convenient solution that fits in with people’s lifestyles, whereas milk’s freshness, which is a great strength in some ways, is also a weakness, which is why we see some growth in shelf stable milk products. While breakfast cereal consumption has declined over the years, explaining some of the drop in fluid milk consumption (although covid changed the picture somewhat with more Americans eating breakfast at home), the rise of bottled water, energy drinks, ready to drink tea and coffee and other products has also contributed to the drop, said Rani.
Source: USDA (milk sales per year in gallons) via MilkPep Why is milk consumption falling? When it comes to volumes meanwhile, plant-based milks (which have a higher ticket price) are dwarfed by dairy milk, she noted: “ I always like to point out that dairy producers sold more gallons of milk in three days last year than makers of oatmilk sold in all of 2020. However, plant-based milks are not solely responsible for the decline in sales of fluid dairy milk, with a 2020 report from the USDA's economic research service noting that the increase in sales of plant-based milks between 20 was one-fifth the size of the decrease in Americans’ purchases of cow’s milk, suggesting that other factors are clearly at play, said Rani. Sales of dairy alternatives were up +12.1% over the same period, driven by strong growth in oatmilk (+105%) and almondmilk (+5.9%), although ricemilk, coconutmilk and soymilk experience a drop in year-on-year sales. It's still in 94% of households.” US retail sales of lactose-reduced and lactose-free milk rose 13.5% in the 52 weeks to July 3, 2021Īccording to Nielsen data, US retail dollar sales of cow’s milk were down -1.4% in the 52 weeks to July 3, 2021, while sales of lactose-reduced and lactose-free milk were up +13.5%. " And so, like any big portfolio there's parts of growth and part of constriction.
“40% of the category is actually growing," she told FoodNavigator-USA. “ It’s still a huge category with a lot of growth areas, although there's some natural attrition, and I wouldn't have taken this job if I thought it was in terminal decline. “ I think the demise of milk is greatly exaggerated,” said MilkPep CEO Yin Woon Rani, formerly chief consumer experience officer at Campbell Soup, who took the helm at MikPep in October 2019.
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