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Dairy Milk - US - October 2017

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Dairy Milk - US - October 2017

"Sales in the dairy milk category have declined since 2012 and are expected to continue this trend, as non-dairy milk gains momentum and consumers are faced with a myriad of nutritious, functional beverages to choose from. A bright spot in the category has been flavored and whole milks, especially among parents, as consumers primarily choose milk based on taste and flavor. Sales of traditional milks seen as a commodity may be price driven, but brands that stand out by adding a value to consumers’ lives, with added vitamins or aiding in digestion, can win consumer dollars and remain competitive with other categories."

- Megan Hambleton, Beverage Analyst

This Report looks at the following areas:

The dairy milk category continues sales declines
Habitual purchase patterns stall the category
Non-dairy milks continue strong growth
Skim/low-fat milks lack appeal to general population


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