It’s no secret that the fluid milk category has been struggling at retail for quite some time. However, sales of flavored milk and whole milk actually made some impressive gains in the not-too-distant past.
But the party appears to be over for those two subcategories — at least for now. Both flavored milk and whole milk lost ground in terms of dollar sales during the 52 weeks ending Dec. 2, 2018, according to data from Chicago-based market research firm IRI.