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.
One size fits all never works. Dairies understand that consumers want options. That’s why milk processors offer the four fats (whole, 2%, 1% and nonfat), ice cream makers churn no-sugar-added varieties and cheesemakers cut their products into slices, chunks and shreds.
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.