Sales in several dairy alternative subcategories soured for the 52-week period ending June 16, according to new data provided by Chicago-based market research firm Circana. Both dollar sales and unit sales were either down or mixed in four subcategories: refrigerated almond milk, refrigerated oat milk, refrigerated soy milk, and refrigerated plant-based all other.
However, one dairy alternative subcategory, coconut milk, remains strong, as well as one under the “all other milk” designation: kefir.
Let’s start with the entire plant-based milk category, which saw sales dip by 6% year-over-year (YoY) to $2.4 billion for the period ending June 16, states Circana. Overall plant-based unit sales also dropped by 6% to nearly 619 million.
Refrigerated almond milk suffered a steeper decline, with dollar sales plummeting by 9% to $1.5 billion, with the same 9% drop in unit sales to 405 million. The top seller in this category was Sacramento-based Blue Diamond, whose dollar sales ticked down by 5% to $575 million, as well as a 6% dip in unit sales to 137 million.
Malk Organics was a big positive in refrigerated almond milk sales though. Dollar and unit sales for the La Jolla, Calif.-based company both enjoyed triple-digit gains, as dollar sales rose 134% YoY to $17 million, while unit sales lifted higher by 128% to 2.9 million, Circana data reports.
Under the refrigerated oat milk subcategory, overall results were mixed. Dollar sales took a slight loss of 0.5% to nearly $570 million. However, unit sales eked out a 1% gain to 130 million. Planet Oat was the top seller for the year ending June 16, with dollar sales of $190 million, a 1% decline. However, unit sales gained 3% to 46 million.
Among the top 10 sellers in the refrigerated oat milk subcategory, the biggest percentage gainer was Natural Bliss. The Nestlé brand’s dollar sales rocketed higher by 680% to $2.1 million, while unit sales rose an even more impressive 757% to 472,037, Circana data reveals.
Shifting to the refrigerated soy milk subcategory, the overall subcategory achieved a small YoY dollar sales advancement of 0.5% to $176 million. However, unit sales dropped 4% to 45 million. Silk remains the No. 1 seller in this category, nearly outselling all competitors on a four-to-one basis. The Danone division’s dollar sales dipped 0.6% YoY to $143 million, along with a unit sales drop of 6% to 33 million.
No. 3 soy milk seller, Monroe, Wis.-based cooperative Rolling Hills Farm, bucked the trend, enjoying an 11% increase and dollar sales of $601,473, which paired well with an 8% unit sales gain to 199,351, Circana states.
Under the refrigerated plant-based all other subcategory, overall dollar sales suffered an 11% dollar sales decline to $62 million, consistent with a 16% unit sales drop of 13 million. No. 1 seller Ripple was considerably better than the overall figures. The Emeryville, Calif.-based company’s dollar sales dropped 2% YoY to $36 million, to go along with a 6% unit sales drop to 7 million.
The good news
Now, on to the good news. Coconut milk is dairy alternatives’ biggest star. Its overall dollar sales jumped 11% YoY to $106 million, paired nicely with a 7% unit sales gain to 26 million, according to Circana. Silk is also the No. 1 seller in this subcategory. Its dollar sales lifted higher by 10% YoY to $56 million, while unit sales rose 6% to 13 million.
Albeit on a smaller dollar sales basis, Buen Provecho is worth noting in the coconut milk subcategory. The Landover, Md.-based company achieved triple-digit YoY gains and is now the No. 7 seller in the subcategory. Its dollar sales for the year ending June 16 were $233,678, up 254% YoY, as well as a 230% unit sales gain to 63,734.
More good news in dairy alternatives is found in refrigerated kefir. The overall subcategory enjoyed strong dollar sales gains of 23% YoY to $171 million, as well as a similar 22% YoY unit sales gain to 44 million. Lifeway Foods is by far the leader in this category, outselling any competitor on more than a 20-to-one basis. The Morton Grove, Ill.-based company’s sales mirrored the overall subcategory, with its dollar sales rising 24% to $153 million, as well as a 22% unit sales lift to nearly 40 million, Circana reports.
No. 3 seller Maple Hill also had a strong year in refrigerated kefir sales. The Kinderhook, N.Y.-based company’s dollar sales rocketed higher by 88% to $2.43 million, while unit sales rose the same percentage to 361,997.