After seeing declines year after year, the milk category (at least at retail) now seems to be pulling rabbits out of a hat. Dollar sales in the overall category rose 7.8% to $16,330.1 million during the 52 weeks ending Sept. 6, 2020, according to data from Chicago-based market research firm IRI. Unit sales increased 1.5% to 5,574.7 million.
Meanwhile, the refrigerated whole-milk subcategory wielded some magic dust to outperform the larger category. Dollar sales in the segment jumped 10.2% to $5,358.0 million, while unit sales climbed 4.0% to 1,772.2 million.