Dairy milk is a $20 billion category reaching 92% of U.S. households, with a scale and reach few other beverages can match.
That strength matters in a beverage landscape where shoppers have more choices than ever, and their behavior is changing. Rising prices have led some to divide their purchases across retailers, while others turn to Mass and Club for stock-up value.
In this shifting environment, dairy milk holds a strong position. Retailers often treat it as a destination category, a staple shoppers expect to find in-store. However, in today's basket, dairy milk's role goes further and is now a strategic part of the overall trip.
Learn more about how dairy milk is building value across the omnichannel basket with insights from MILKSCAPE™, MilkPEP's thought leadership destination for driving milk sales.
Milk is key to building bigger baskets
Despite more beverage options on the shelf than ever, dairy milk retail sales are projected to grow to $21 billion by 2030.
Part of milk's strength is its versatility. White milk is nearly three times more likely to appear in baskets containing top breakfast items like cold cereal, eggs and waffles. It also adds an all-natural, ...