With marketplace pressures stronger than ever, 2018 was a challenging year for milk across the value chain — from farmers to processors, brands, retailers and more. Milk is amidst a competitive environment unlike any we’ve seen before — a hyper-competitive and rapidly changing retail landscape, a food-forward culture that includes dairy-free and plant-based diets, and seemingly unlimited beverage choices for today’s consumer.
As a result, every food and beverage category and product is upping its game, spending more and smarter — against innovation, shopper marketing, customer relations, digital marketing and more. The milk category needs to up its game, too.