Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Children are major consumers of milk
- Health, fitness and “on the go” lifestyles impact consumption
- Milk sales reach $14.6 billion with most spending for non-fat/low-fat
- Organic milk consumption on the rise
- Dean is the biggest single player
- Many stakeholders promote milk
- Supermarkets account for 73% of all milk sales
- Consumer trends
- Low-fat milk used by a majority of households
- Opportunity for milk bottlers to make “easy pour” for kids
- More than one in two say they can taste the difference between milk brands
- Younger adults more apt to believe soymilk is healthier
- The future will bring more attention to the health benefits of milk
- Flavored milk segment will see the most growth by 2009
Market Drivers
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- Consumption among children
- At home
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- Figure 1: American population projections of children, aged 0-19, 2000-2010
- In schools
- In restaurants
- Consumption of foods paired with milk
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- Figure 2: How milk is used, March 2005
- Milk and cereal
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- Figure 3: Total U.S. retail sales of ready-to-eat cereal through FDM and natural food stores, at current and constant prices, 1999-2004
- Milk and cookies
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- Figure 4: FDM sales of cookies at current and constant prices, 1999-2004
- Milk and coffee
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- Figure 5: FDM sales of whole bean, ground and instant coffee at current and constant prices, 1999-2004
- Other pairs and uses for milk
- Medical benefits of milk consumption
- Weight control
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- Figure 6: Prevalence of obesity among adults aged 20 years and over, 1997-2003
- Organic as a healthy and safe alternative
- Steep competition for share of thirst
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- Figure 7: Number of new beverage products released, by type of beverage, 1999-2004
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- Figure 8: Annual per Capita consumption of selected beverages in the U.S., 1998-2003
- Milk allergies and lactose intolerance
- Anti-dairy milk backlash
- Soymilk for health
Market Size and Trends
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-
- Figure 10: Total U.S. retail sales of milk, at current and constant prices, 1999-2004
- Organic milk
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- Figure 11: Sales of organic milk, by type, 1999-2004
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Market Segmentation
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- Overall
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- Figure 12: Sales of milk, segmented by type, 2002 & 2004
- Refrigerated low-fat/non-fat
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- Figure 13: Sales of refrigerated low-fat/non-fat, at current and constant prices, 1999-2004
- Refrigerated whole milk
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- Figure 14: Sales of refrigerated whole milk, at current and constant prices, 1999-2004
- Refrigerated flavored milk
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- Figure 15: Sales of refrigerated flavored milk, at current and constant prices, 1999-2004
- Soymilk/kefir/milk substitutes
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- Figure 16: Sales of soymilk/kefir/milk substitutes, at current and constant prices, 1999-2004
- Non-dairy drinks
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- Figure 17: Sales of shelf stable milk drinks, at current and constant prices, 1999-2004
Supply Structure
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- Overview of milk production
- Consolidation in the milk industry
- Branding in the milk industry
- Innovations in milk
- New milk products
- Combination milk products
- Supply of organic milk
- Companies and brands
- Milk companies
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- Figure 18: Manufacturer FDM sales of milk, 2002 & 2004
- Milk brands
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- Figure 19: Sales of milk in FDM channels, by brand, 2002 & 2004*
- Company profiles
- Dairy Farmers of America Inc. (DFA)
- Dean Foods Company
- HP Hood
- McNeil Nutritionals
- National Dairy Holdings L.P. (NDH)
- Nestlé USA
- Prairie Farms Dairy Inc.
Advertising and Promotion
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- National Dairy Check-off Program
- “Got Milk?”
- 3-A-Day of Dairy
- “24/24 Milk Your Diet. Lose Weight!”
- “Hugs”
- “Real People, Real Results”
- Partnerships
- Suppliers
- Dean Foods Company
- HP Hood
- McNeil Nutritionals (Lactaid)
Retail Distribution
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- Introduction
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- Figure 20: U.S. retail sales of milk, by channel, 2002 & 2004
- Supermarkets
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- Figure 21: U.S. supermarket sales of milk, at current and constant prices, 1999-2004
- Convenience stores
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- Figure 22: U.S. convenience store sales of milk, at current and constant prices, 1999-2004
- Drug stores
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- Figure 23: U.S. drug store sales of milk, at current and constant prices, 1999-2004
- Mass merchandisers
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- Figure 24: U.S. mass merchandiser sales of milk, at current and constant prices, 1999-2004
- Natural food stores
The Consumer
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- Introduction
- Household use of liquid milk
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- Figure 25: Household usage of milk, January 2004-September 2004
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- Figure 26: Usage of milk, by number of people in the household, January 2004-September 2004
- Types of milk consumed
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- Figure 27: Types of milk used by household, January 2004-September 2004
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- Figure 28: Types of milk used by household, by head of household age, January 2004-September 2004
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- Figure 29: Types of milk used by household, by household income, January 2004-September 2004
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- Figure 30: Types of milk used by household, by race/ethnicity, January 2004-September 2004
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- Figure 31: Types of milk used by household, by presence of children under 18 in household, January 2004-September 2004
- Amount of milk consumed in households
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- Figure 32: Average number of glasses of milk consumed by household daily, January-September 2004
- Household use of milk flavorings
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- Figure 33: Brands of milk flavorings used, January 2004-September 2004
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- Figure 34: Brands of milk flavorings used, by children in the household, January 2004-September 2004
- Attitudes toward milk and milk alternatives
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- Figure 35: Attitudes toward milk and milk alternatives, March 2005
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- Figure 36: Attitudes toward milk and milk alternatives, by age of respondent, March 2005
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- Figure 37: Attitudes toward milk and milk alternatives, by urban/rural/suburban locale, March 2005
- How milk is used
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- Figure 38: How milk is used, by gender, March 2005
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- Figure 39: How milk is used, by presence of children in the household, March 2005
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- Figure 40: How milk is used, by region of residence, March 2005
- Reasons for not drinking milk
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- Figure 41: Reasons for not drinking milk, March 2005
- Teens and kids
- Teens’ use of milk flavorings
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- Figure 42: Teens’ use of milk flavorings, January 2004-September 2004
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- Figure 43: Teen milk flavoring usage frequency, by gender, January 2004-September 2004
- Kids use of milk flavorings
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- Figure 44: Use of milk flavorings, January 2004-September 2004
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- Figure 45: Frequency of milk flavoring usage among kids, January 2004-September 2004
- Summary
Future and Forecast
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- Future trends
- Fortified calcium claims will face some consumer skepticism
- Major beverage players will seek significant sales through milk beverages
- More attention to be given to health benefits of milk
- Future might bring lower calorie milk
- Market forecast
- Milk
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- Figure 46: Forecast of total U.S. retail sales of milk, at current and constant prices, 2004-2009
- Refrigerated low-fat/non-fat milk
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- Figure 47: Forecast of U.S. sales of refrigerated low-fat/non-fat milk, at current and constant prices, 2004-2009
- Refrigerated whole milk
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- Figure 48: Forecast of U.S. sales of refrigerated whole milk, at current and constant prices, 2004-2009
- Refrigerated flavored milk
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- Figure 49: Forecast of U.S. sales of refrigerated flavored milk, at current and constant prices, 2004-2009
- Forecast Factors
Market Size and Trends—Update
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- Figure 50: Sales of milk, at current and constant prices, 2000-05
- Estimating Wal-Mart Sales
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Market Segmentation—Update
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- Overview
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- Figure 51: Sales of milk, segmented by type, 2003 and 2005
- Low-fat/non-fat milk
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- Figure 52: Sales of low-fat/non-fat milk, at current and constant prices, 2000-05
- Whole milk
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- Figure 53: Sales of whole milk, at current and constant prices, 2000-05
- Flavored milk
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- Figure 54: Sales of flavored milk, at current and constant prices, 2000-05
- Soymilk/kefir/milk substitutes
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- Figure 55: Sales of soymilk/kefir/milk substitutes, at current and constant prices, 2000-05
- Milkshakes/non-dairy drinks
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- Figure 56: Sales of milkshakes/non-dairy drinks, at current and constant prices, 2000-05
Future and Forecast—Update
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- Future trends
- Fortified calcium claims will face some consumer skepticism
- Major beverage players will seek significant sales through milk beverages
- More attention to be given to health benefits of milk
- Future might bring lower calorie milk
- Market forecast—Updated
- Milk
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- Figure 57: Forecast of total U.S. sales of milk, at current and constant prices, 2005-10
- Low-fat and non-fat milk
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- Figure 58: Forecast of U.S. sales of low-fat and non-fat milk, at current and constant prices, 2005-10
- Whole milk
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- Figure 59: Forecast of U.S. sales of whole milk, at current and constant prices, 2005-10
- Flavored milk
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- Figure 60: Forecast of U.S. sales of flavored milk, at current and constant prices, 2005-10
- Soymilk, kefir, and milk substitutes
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- Figure 61: Forecast of U.S. sales of soymilk, kefir, and milk substitutes, at current and constant prices, 2005-10
- Milkshakes and non-dairy drinks
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- Figure 62: Forecast of U.S. sales of milkshakes and non-dairy drinks, at current and constant prices, 2005-10
Appendix: Trade Associations
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- National & international associations
- Regional associations
Appendix: New Product Briefs
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- Kemps Foods: Premium French Vanilla EggNog
- JGC: Orange and Mango Skimmed Milk and Juice Drink
- American Natural & Specialty Brands: Better Than Milk CarbCare
- Yoo-Hoo Beverage: Cookies & Cream Flavored Drink
- Nestlé: Carb Select Hot Cocoa Mix
- Dean Foods: Land O Lakes 80 ‘N Sunny
- Nestlé: Carb Conscious Ready-to-Drink Instant Breakfast
Appendix: Research Methodology
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- Consumer Research
- Sampling & Weighting
- Technometrica TechnoExpresssm
- ICR Surveys EXCEL
- Simmons National Consumer Surveys
- Greenfield Online
- Presentation & Definition
- Further Analysis
- Trade Research
- Informal trade research
- Formal trade research
- Desk & Internet Research
- Sources
- Definitions
- Forecasts
Appendix: What is Mintel?
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- Mintel Group
- Mintel Reports
- Mintel Premier
- Mintel ECLIPS
- GNPD
- Menu Insights
- Comperemedia
- Brokertrack
- Mintel Services
- Applied Research
- Mintel Consulting
- POS+
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