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Dairy and Dairy Alternative Beverage Trends in the U.S.

  • April 2015
  • -
  • Packaged Facts
  • -
  • 164 pages

Dairy and Dairy Alternative Beverage Trends in the U.S. covers the dairy and dairy alternative beverages sold through all types of retail outlets, including supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, as well as convenience stores, drugstores, health and natural food stores, dollar stores, farms and farmers markets.

Market estimates within this report were based on both public and syndicated data sources. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total size of the market for the products in the categories under consideration.

Table Of Contents

Dairy and Dairy Alternative Beverage Trends in the U.S.
Chapter 1: Executive Summary
Scope of This Report
Methodology
The Market
Products Covered
Market Size
Table 1-1 U.S. Retail Sales of Dairy and Dairy Alternative Beverages, 2010-2014 (millions of dollars)
Table 1-2 Sales of Dairy vs. Dairy Alternative Beverages, 2010-2014 (millions of dollars, percent)
Market Trends
Market Forecast
Table 1-3 Projected U.S. Retail Sales of Dairy and Alternative Dairy Beverages, 2014-2019 (millions of dollars)
Competitive Trends
Leading Marketers
Figure 1-1 Marketer Shares of U.S. Retail Sales of Dairy and Dairy Alternative Beverages, 2014 (percent)
Product Trends
Retail and Foodservice Trends
Figure 1-2 Retail Channels Shopped for Dairy Milk Most Often, 2015 (percent)
Figure 1-3 Retail Channels Shopped for Non-Dairy Milk Most Often, 2015 (percent)
Advertising and Media Trends
Consumer Trends
Chapter 2: Market Trends
Key Points
The Products
Refrigerated Dairy and Dairy Alternative Beverages
Product Definitions
Shelf-Stable Dairy and Dairy Alternative Beverages
Product Definitions
Market Size
The Overall Market for Dairy and Dairy Alternative Beverages
Table 2-1 U.S. Retail Sales of Dairy and Dairy Alternative Beverages, 2010-2014 (millions of dollars)
Dairy vs. Dairy Alternatives
Figure 2-1 Share of U.S. Retail Dollar Sales: Dairy vs. Dairy Alternative Beverages, 2014 (percent)
Table 2-2 U.S. Retail Sales of Dairy vs. Dairy Alternative Beverages, 2010-2014 (millions of dollars)
Refrigerated Dairy and Dairy Alternative Beverages
Figure 2-2 Share of U.S. Retail Dollar Sales of Dairy and Dairy Alternative Beverages, Refrigerated vs. Shelf-Stable, 2014(percent)
Table 2-3 U.S. Retail Sales of Refrigerated Dairy and Dairy Alternative Beverages, 2010-2014 (millions of dollars)
Figure 2-3 Segment Shares of U.S. Retail Sales of Refrigerated
Shelf-Stable Ready-to-Drink Dairy and Dairy Alternative Beverages
Table 2-4 U.S. Retail Sales of Shelf-Stable Ready-to-Drink Dairy and Dairy Alternative Beverages, 2010-2014 (millions of dollars)
Figure 2-4 Segment Shares of U.S. Retail Sales of Shelf-Stable Ready-to-Drink Dairy and Dairy Alternative Beverages by Segment, 2014 (percent)
Figure 2-5 Share of IRI-Tracked Dollar Sales of Dairy and Dairy Alternative Beverages: Refrigerated vs. Shelf-Stable, 2014(percent)
Table 2-5 IRI-Tracked Sales of Dairy and Dairy Alternative Beverages: Refrigerated vs. Shelf Stable, 2013-2014
Figure 2-6 Share of IRI-Tracked Dollar Sales of Refrigerated Dairy and Dairy Alternative Beverages, 2014 (percent)
Table 2-6 IRI-Tracked Sales of Refrigerated Dairy and Dairy Alternative Beverages, 2013-2014
Figure 2-7 Share of IRI-Tracked Dollars Sales of Shelf-Stable
Table 2-7 IRI-Tracked Sales of Shelf-Stable Ready-to-Drink Dairy and Dairy Alternative Beverages, 2013-2014
Market Trends
Almond Milk Growth Unabated
Table 2-8 Almond Milk Shares of Total Dairy and Dairy Alternative Beverages Dollar Sales, 2013-2014
Table 2-9 Almond Milk Shares of Total Dairy and Dairy Alternative Beverages Volume Sales, 2013-2014
Table 2-10 Refrigerated Dairy and Dairy Alternative Beverage Sales: Almond Milk vs. Dairy Milk, 2013-2014
Almonds Gain Is Soys Loss
Coconut Milk Also Strong
Table 2-11 IRI-Tracked Dairy and Dairy Alternative Beverages Sales: Almond Milk, Coconut Milk, and Soy Milk, 2013-2014
More Plant-Based Dairy Alternative Beverages Entering the Market
Some Dairy Products Shine
Dairy Industry Aims to Rebound
Can Coca-Cola Save Dairy Milk?
Organic Milk Demand
Locavore Movement Could Boost Raw Milk
Hispanic Influence Will Grow Market
Combination Product Developments Abounding
Market Growth
Traditional Milk, Premium, and Alternative Product Pricing
Market Projected to Top $31 Billion by 2019
Table 2-12 Projected U.S. Retail Sales of Dairy and Alternative Dairy Beverages, 2014-2019 (millions of dollars, percent)
Almond Milk a Driving Force for Market Growth
Figure 2-8 Segment Shares of U.S. Retail Dollar Sales of Dairy and Dairy Alternative Beverages, 2014 (percent)
Figure 2-9 Projected Segment Shares of U.S. Retail Dollars Sales of Dairy and Dairy Alternative Beverages, 2019 (percent)
Chapter 3: The Marketers
Key Points
Marketer Trends
Coke Comes In
Hispanic and Good-for-You Products Will Draw Attention
Aiming for Niches Without MandA Action
Dairy and Dairy Alternative Beverages Led by Private Label
WhiteWave Leader of Branded Products
Figure 3-1 Dairy and Dairy Alternative Beverages Marketer Shares, 2014 (Percent of Dollar Sales)
Figure 3-2 Refrigerated Dairy and Dairy Alternative Beverages Marketer Shares, 2014 (Percent of Dollar Sales)
Figure 3-3 Shelf-Stable Dairy and Dairy Alternative Beverages Marketer Shares, 2014 (Percent of Dollar Sales)
Private Label Brands Command Skim/Lowfat Milk Market
Figure 3-4 Skim/Lowfat Milk Marketer Shares, 2014 (Percent of Dollar Sales)
Whole Milk Also Dominated by Private Label Products
Figure 3-5 Whole Milk Marketer Shares, 2014 (Percent of Dollar Sales)
Nestlés CoffeeMate Owns Coffee Creamer Category
Figure 3-6 Coffee Creamer Marketer Shares, 2014 (Percent of Dollar Sales)
Dean is Tops in Flavored Milk
Figure 3-7 Flavored Milk Marketer Shares, 2014 (Percent of Dollar Sales)
WhiteWave Holds On in Almond Milk
Figure 3-8 Almond Milk Marketer Shares, 2014 (Percent of Dollar Sales)
WhiteWave Stands Out in Dairy Half and Half Market
Figure 3-9 Dairy Half and Half Marketer Shares, 2014 (Percent of Dollar Sales)
WhiteWave Rules Soy Category
Figure 3-10 Soy Milk Marketer Shares, 2014 (Percent of Dollar Sales)
Private Label Nearly Half of Dairy Cream Market Leader
Figure 3-11 Dairy Creamer Marketer Shares, 2014 (Percent of Dollar Sales)
Lifeway Owns Kefir Market
Figure 3-12 Kefir Marketer Shares, 2014 (Percent of Dollar Sales)
Dr. Pepper/Snapple Milkshakes/Non-Dairy Drinks Market Leader
Figure 3-13 Milkshakes/Non-Dairy/Non-Fruit Drinks Marketer Shares, 2014 (Percent of Dollar Sales)
WhiteWave Also Leader in Coconut Milk
Figure 3-14 Coconut Milk Marketer Shares, 2014 (Percent of Dollar Sales)
All Other Milk Substitutes
Figure 3-15 All Other Milk Substitutes Marketer Shares, 2014(Percent of Dollar Sales)
Hain Celestial Leads in Yogurt Drinks
Figure 3-16 Yogurt Drink Marketer Shares, 2014 (Percent of Dollar Sales)
Selected Marketer Snapshots
Over Half of Refrigerated Competitors Active in Single Category
Table 3-1 Marketer Participation by Refrigerated Categories, 2014
Table 3-2 Marketer Participation by Shelf-Stable Categories, 2014
WhiteWave Foods Company
Table 3-3 WhiteWave Dairy and Dairy Alternative Beverage Brands by Segment
Dean Foods
Table 3-4 Dean Foods Dairy and Dairy Alternative Beverage Brands by Segment
Nestlé
Table 3-5 Nestle Dairy and Dairy Alternative Beverage Brands by Segment
Blue Diamond Growers
H.P. Hood
Table 3-6 HP Hood Dairy and Dairy Alternative Beverage Brands by Segment
Borden Milk Products
Table 3-7 Borden Dairy and Dairy Alternative Beverage Brands by Segment
Dr. Pepper/Snapple Group
Hiland Dairy Foods
Table 3-8 Hiland Dairy and Dairy Alternative Beverage Brands by Segment
Lifeway Foods
Table 3-9 Lifeway Foods Dairy and Dairy Alternative Beverage Brands by Segment
Organic Valley
Table 3-10 Organic Valley Dairy and Dairy Alternative Beverage Brands by Segment
Prairie Farms Dairy
Table 3-11 Prairie Farms Dairy and Dairy Alternative Beverage Brands by Segment
Simply Asia
Turtle Mountain
Table 3-12 Turtle Mountain Dairy and Dairy Alternative Beverage Brands by Segment
Hain Celestial
Table 3-13 Hain Celestial Dairy and Dairy Alternative Beverage
Brands by Segment
La Vaquita
Chapter 4: New Product Trends
Key Points
€˜Tis the Season
Table 4-1 Selected Seasonal/Limited Edition Dairy and Non-Dairy Milk Products
Illustration 4-1 Anderson Holiday Nog
Illustration 4-2 Bolthouse Farms Holiday Nog
Illustration 4-3 Hiland Old Recipe Summer Milks
Illustration 4-4 Hiland Old Recipe Easter Milks
Illustration 4-5 Hiland Old Recipe Halloween Milks
Illustration 4-6 Califia Farms Holiday Nog
Illustration 4-7 Knudsen Pumpkin Spice Egg Nog
Illustration 4-8 TruMoo Limited Edition Orange Scream
Illustration 4-9 Baileys Limited Edition Bourbon Vanilla Pound
Cake Coffee Creamer
Illustration 4-10 Bolthouse Farms Peppermint Mocha
Illustration 4-11 So Delicious Pumpkin Spice Coconut Milk
Illustration 4-12 Prairie Farms Old Recipe Jellybean Milk
Flavored Dairy Milks Deliver Novelty
Table 4-2 Selected New Dairy Milk Products
Illustrations 4-13 Oakhurst 100% Lactose Free Milk
Illustration 4-14 Organic Valley Grassmilk
Illustration 4-15 Selecta Moo Choco Rocky Road
Illustration 4-16 Mayésa Cacao Dark Chocolate Beverage
Illustration 4-17 TruMoo Protein Plus Lowfat Milk
Illustration 4-18 Cow Wow Cereal Milk
Illustration 4-19 Maxi Nutrition Cyclone Milk
Illustration 4-20 Memory Lane Mocha Milk
Illustration 4-21 Prairie Farms Vanilla Almond Lactose Free Fat
Free Milk
Illustration 4-22 Kalona SuperNatural Reduced Fat 2% Cultured
Sweet Cream Buttermilk
Illustration 4-23 Top O' The Morn €œMonkey Milk€� Almond, Coconut, and Blends Lead Non-Dairy Trends
Acornmilk: It Could Happen
Illustration 4-24 Califia Farms April Fools Day Acornmilk
Table 4-3 Selected New Non-Dairy Milk Beverages
Illustration 4-25 Oakhurst Almond Goodness Almond Milk
Illustration 4-26 Silk Cashewmilk
Illustration 4-27 So Delicious Vanilla Cashew Milk
Illustration 4-28 Cashew DREAM
Illustration 4-29 DREAM Blends
Illustration 4-30 DREAM Latte Coffee + Almond Non-Dairy Drink
Protein Power Shakes Up the Smoothie Category
Latin Flavors Spice Up Smoothies
Table 4-4 Selected New Smoothie/Shake Products
Illustration 4-31 Shamrock Farms Salted Caramel Rockin Refuel
Protein Milk Beverage
Illustration 4-32 Epoca Cool Plus
Illustration 4-33 Sneakz Organic Chocolate Milkshake
Illustration 4-34 Organic Valley Organic Balance Milk Protein Shake
Illustration 4-35 Organic Valley Organic Fuel High Protein Milk Shake
Illustration 4-36 Alpina Avena Oatmeal Smoothie
Illustration 4-37 Chocolate Moose Dairy Beverage
Illustration 4-38 Cold Stone Creamery Milk Shakers
Illustration 4-39 Ibex Drinkable Yogurt
Illustration 4-40 LALA Greek Yogurt Smoothies
Illustration 4-41 Milk 2 Go Sport
Illustration 4-42 Nuestro Yogurt
Illustration 4-43 Dairigold RE-fuel Vitamin + Protein Shake
Illustration 4-44 Stonyfield OP Smoothie
Illustration 4-45 The Greek Gods Kefir Low Fat Cultured Milk
Illustration 4-46 Dannon Light and Fit Protein Shakes
Baileys, Coffee-mate Add Variety to Creamer Category
Table 4-5 Selected New Dairy/Non-Dairy Creamer Products
Illustration 4-47 Baileys Macadamia Brittle Coffee Creamer
Illustration 4-48 Califia Farms Almondmilk Creamer
Illustration 4-49 Nestlé Coffee-Mate: Selected New Flavors
Illustration 4-50 Dunkin Donuts Creamers
Chapter 5: Foodservice and Retail
Key Points
Retail Trends
Milk to the Rear
Figure 5-1 Retail Channels Shopped for Dairy Milk Most Often, 2015 (percent)
Figure 5-2 Retail Channels Shopped for Non-Dairy Milk Most Often, 2015 (percent)
Figure 5-3 Retail Channels Shopped for Shelf-Stable Non-Dairy Milk Most Often, 2015 (percent)
Illustration 5-1 fairlife Dairy Case Signage
Why the Variety?
Retail Environment Divided
Figure 5-4 U.S. Median Household Income, 1984-2012
Energy Milk Drinks Could Be Big for Convenience Stores
Foodservice Trends
Give the People What They Want
Illustration 5-2 Starbucks Offers Coconut Milk
Almond Breeze in Dunkin Donuts
Illustration 5-3 Almond Breeze in Dunkin Donuts
Illustration 5-4 Dunkin Donuts Store Locator Almond Breeze
Finder
Waiting for McDonalds
Potential in Ethnic and Other Foodservice Establishments
Chapter 6: Media, Advertising, and Promotions
Key Points
Key Role For Advertising in Current Market
The Dairy Industry Fights Back
€œMilk Life€� and €œGet Real€� Are Themes
Illustration 6-1 €œMilk Truth€� Web Page
Illustration 6-2 Get Real Campaigns Real Milk vs. Almond Milk
Image
The Chocolate Milk Campaign Gets Rolling
Illustration 6-3 Built With Chocolate Milk Campaign Image
€œGet Real€� Social Media Hijacked
Will Fairlife Be The Next Almond Breeze or the Next €œNew Coke€�? .. 109
Illustration 6-4 Original fairlife Advertising Campaign Image
Illustration 6-5 New fairlife Advertising Campaign Image: New Slogan
Illustration 6-6 New fairlife Advertising Campaign Image: The Family Farm
Almond Breeze: Good Taste and Good For You
Illustration 6-7 Almond Breeze Commercial: User Product Review
Illustration 6-8 Almond Breeze Commercial: Take the Taste Challenge
Illustration 6-9 Almond Breeze Commercial: Welcome to Breezeville
Advertising Expanding With New Products
Illustration 6-10 a2 Milk Ad From Australia
Illustration 6-11 Organic Valleys Organic Fuel Milk Shake
Illustration 6-12 WhiteWave Silk Cashew Milk TV Spot
Illustration 6-13 TV Ad for Natural Bliss
Chapter 7: The Consumer
Key Points
Methodology
Variance in Survey Methodologies
Favorable Demographic Indicators
Overall Consumption Trends
Over 90% of U.S. Households Use Milk Beverages
Table 7-1 Liquid Milk Usage Trends, 2010-2014 (percent of U.S. households)
Three in Four Consumers Drink Dairy Milk
Figure 7-1 Usage of Milk and Milk Alternatives, by Type, 2015 (percent)
Yogurt Drink Consumption at an All-Time High
Table 7-2 Yogurt Drinks/Smoothies Usage Trends, 2010-2014 (percent of U.S. households)
Non-Dairy Creamer Usage Also Hits High Point
Table 7-3 Non-Dairy Cream Substitutes Usage Trends, 2010-2014(percent of U.S. households)
Frequency of Consumption
One in Five Households Have Four to Six Servings of Milk Daily
Table 7-4 Servings of Liquid Milk Used on an Average Day, 2010-2014 (percent of U.S. households)
Over Two of Five Dairy Milk Consumers Drink It Daily
Figure 7-2 Frequency of Dairy Milk Consumption, 2015 (percent)
Presence of Children the Dominant Factor in Heavy Milk Consumption
Table 7-5 Demographic Indicators for Frequency of Liquid Milk
Consumption, By Servings/Day, 2014 (index)
One in Four Non-Dairy Beverage Consumers Drink It Daily
Figure 7-3 Frequency of Non-Dairy Milk Consumption, 2015(percent)
Non-White Consumers Heavier Users of Refrigerated Dairy Alternatives
Table 7-6 Demographic Indicators Favoring Use of Refrigerated
Non-Dairy Milk, 2015 (percent)
Beverage Types Consumed
Low Fat Most Popular Type of Dairy Milk
Table 7-7 Types of Liquid Milk Used Most Often, 2010-2014(percent of U.S. households)
Table 7-8 Types of Liquid Milk Used Also, 2010-2014 (percent of U.S. households)
Figure 7-4 Types of Dairy Milk Consumed Most Often, 2015(percent)
Figure 7-5 Types of Dairy Milk Consumed Sometimes, 2015(percent)
Younger Households Above-Average Users of Most Milk Types
Table 7-9 Demographic Indicators Favoring Use of Liquid Milk, By
Types Used Most Often, 2014 (index)
Different Types of Premium Milk Used by Similar Types of Consumers
Non-Dairy Milk Consumers Opt for €œRegular€� Most Often
Figure 7-6 Types of Refrigerated Non-Dairy Milk Consumed Most Often, 2015 (percent)
Figure 7-7 Types of Refrigerated Non-Dairy Milk Consumed Sometimes, 2015 (percent)
Figure 7-8 Types of Shelf-Stable Non-Dairy Milk Consumed Most Often, 2015 (percent)
Figure 7-9 Types of Shelf-Stable Non-Dairy Milk Consumed Sometimes, 2015 (percent)
Almond, Coconut the Non-Dairy Varieties of Choice
Figure 7-10 Varieties of Refrigerated Non-Dairy Milk Consumed Most Often, 2015 (percent)
Figure 7-11 Varieties of Refrigerated Non-Dairy Milk Consumed Sometimes, 2015 (percent)
Figure 7-12 Varieties of Shelf-Stable Non-Dairy Milk Consumed Most Often, 2015 (percent)
Figure 7-13 Varieties of Shelf-Stable Non-Dairy Milk Consumed Sometimes, 2015 (percent)
Smoothie Preferences: Drinkable, Low-Fat, and Fruit Mixed In
Table 7-10 Forms of Yogurt Drinks/Smoothies Used, 2011-2014(percent of U.S. households)
Table 7-11 Types of Yogurt Drinks/Smoothies Used, 2011-2014(percent of U.S. households)
Table 7-12 Kinds of Yogurt Drinks/Smoothies Used, 2011-2014(percent of U.S. households)
Race, Children in the Home Strongest Predictors of Smoothie Use
Table 7-13 Demographic Indicators Favoring Use of Yogurt Drinks/Smoothies, By Form Used Most Often, 2014 (index)
Non-Dairy Cream Substitutes
Regular Types, French Vanilla Lead in Creamer Use
Table 7-14 Types of Non-Dairy Cream Substitutes Used, 2010-2014 (percent of U.S. households)
Table 7-15 Flavors of Non-Dairy Cream Substitutes Used, 2010-2014 (percent of U.S. households)
Households With Children Favor French Vanilla Creamers
Table 7-16 Demographic Indicators Favoring Use of Non-Dairy
Cream Substitutes, By Flavors Used Most Often, 2014 (index)
Brands Used
Almond Breeze, Silk Overwhelmingly the Favored Brands in
Refrigerated Non-Dairy
Figure 7-14 Refrigerated Non-Dairy Milks: Brands Used, 2015(percent)
Figure 7-15 Shelf-Stable Non-Dairy Milks: Brands Used, 2015(percent)
Preferences: Dairy Milks vs. Non-Dairy Milks
Taste Top Reason for Avoiding Dairy Milks
Figure 7-16 Reasons for Avoiding Dairy Milks, 2015 (percent)
Demographics of Dairy Milk Avoiders
Table 7-17 Demographic Indicators for Avoidance of Dairy Milk: Dont Like Taste, 2015 (percent)
Table 7-18 Demographic Indicators for Avoidance of Dairy Milk:Allergy or Intolerance, 2015 (percent)
Taste and Health Top Reasons for Choosing Non-Dairy Milks
Figure 7-17 Reasons for Choosing Non-Dairy Milks, 2015(percent)
Half who Choose Non-Dairy Milk For Taste Have Some College
Education
Table 7-19 Demographic Indicators for Choosing Non-Dairy Milks Because They Taste Good, 2015 (percent)
Table 7-20 Demographic Indicators for Choosing Non-Dairy Milks Because They Are Healthier, 2015 (percent)
Demographics: Food Attitudes and Opinions
Milk Consumers
Table 7-21 Food Attitudes/Opinions, By Types of Liquid Milk Used Most Often, 2014 (index)
Yogurt/Smoothie Consumers
Table 7-22 Food Attitudes/Opinions, By Yogurt/Smoothie Forms Used Most Often, 2014 (index)
Demographics: Health Attitudes
Milk Consumers
Table 7-23 Health Attitudes, By Types of Liquid Milk Used Most Often, 2014 (index)
Yogurt Consumers
Table 7-24 Health Attitudes of Drinkable Yogurt/Smoothie Consumers, 2014 (index)
Demographics: Watching Diet
By Type of Beverage
Table 7-25 Presently Watching Diet, by Dairy/Dairy Alternative Beverages Used, 2014 (percent and index of U.S. households)
Reasons for Watching Diet
Table 7-26 Reasons for Watching Diet, by Types of Liquid Milk Used Most Often, 2014 (index)
Table 7-27 Reasons for Watching Diet: Consumers of Drinkable Yogurt/Smoothies, 2014 (index)
Table 7-28 Reasons for Watching Diet: Consumers of Non-Dairy Cream Substitutes, 2014 (index)




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