According to the Milk Processor Education Program (MilkPEP), milk remains a key shopping trip driver, with 95% of U.S. households buying milk — and doing so an average of 30 times per year. It’s also a significant profit driver, ranking No. 2 in true profit out of 227 retail store categories. And shopping baskets with milk are larger and more profitable than those without.
Recent MilkPEP-funded studies, leveraging national data from Chicago-based market research firm IRI and industry experts from Prime Consulting Group and Willard Bishop, unearthed these findings and more. The “Dairy Case Dynamics” studies aimed to uncover key opportunities that give retailers a reason to pay more attention to the milk case, said Melissa Malcolm, director, national sales and field marketing for Washington, D.C.-based MilkPEP.