In searching for signs of life in the fluid milk category, one can find a pulse. Sales of whole milk rose 4.1% from 2014 to 2015. Sales also increased for 1% milk (4.6%), whole flavored milk (6.4%), other flavored milk (1.3%) and buttermilk (5.2%). These segments represent opportunities for fluid milk processors.
If it weren’t for chocolate milk, there might be some people — perhaps dear reader, even you — who wouldn’t drink much milk at all. Indeed, chocolate milk is a perennially bright star in the dairy firmament, and with fall’s ushering in of the new school year, its glow is bound to grow brighter.
Milk processors are finding success with limited-time flavors like mint chocolate chip and birthday cake. A national campaign focusing on protein hopes to keep milk front-and-center on the breakfast table.
For nearly 85 years, the Iowa-based dairy has put an emphasis on the consumer. She is the one who shops, buys, serves and repurchases the company’s milk and dairy foods again and again. CEO Miriam Erickson Brown insists that every consumer has a great experience with her products every time.
Makers of breakfast cereals are natural allies of milk processors. Athletic organizations help to promote chocolate milk. And milk processors, using industry-funded research, are developing high-protein, valued-added beverages.