2012 MILK & DAIRY BEVERAGES IN THE U.S.
2012 Edition / December 2012
order
report here
TABLE OF EXHIBITS iv
DEFINITIONS USED IN THIS REPORT vii
INTRODUCTION xi
CHAPTER
1. THE U.S. MILK MARKET
The National Fluid Milk Market pg...........1
- Overview pg...........1
- Per Capita Consumption pg...........7
- Compound Annual Growth pg...........8
- Seasons pg...........9
- Production pg...........9
The Regional Fluid Milk Markets pg...........12
- Consumption pg...........12
- Production pg...........13
Exhibits pg...........16
2. THE U.S. MILK MARKET BY FAT CONTENT
Milk Market by Milk Fat Types pg...........25
- Overview pg...........25
- Volume and Growth pg...........26
Other Fluid Milk Categories pg...........31
- Overview pg...........31
- Lactose–Free Milk pg...........32
- rBGH–Free Milk pg...........33
- Organic Milk pg...........35
- Buttermilk pg...........39
Exhibits pg...........40
3. THE U.S. MILK MARKET BY FLAVORS
The Flavored Milk Market pg...........43
- Overview pg...........43
- The Flavors pg...........49
- Flavored Milk Brands pg...........51
Exhibits pg...........54
4. LEADING DAIRIES
The Top Dairy Companies pg...........59
- Overview pg...........59
- Dean Foods pg...........61
- Land O' Lakes pg...........64
- Kraft Foods pg...........65
- Schreiber Foods Inc. pg...........66
- Dairy Farmers of America pg...........67
- Prairie Farms Dairy pg...........68
- Kroger Dairy Division pg...........69
Leading Fluid Milk Processors pg...........70
- Overview pg...........70
- Dean Foods pg...........72
- Kroger Dairy Division pg...........75
- Borden Dairy Company pg...........76
- H.P. Hood pg...........77
Exhibits pg...........80
5. THE LEADING MILK BRANDS AND PRIVATE LABEL
Branded vs. Private Label Milk pg...........83
- Overview pg...........83
- Fluid Milk Brands pg...........86
- Brands by Fat Content pg...........90
Exhibits pg...........93
6. THE U.S. MILK MARKET BY DISTRIBUTION CHANNEL
Milk Distribution pg...........101
- Overview pg...........101
- Volume by Distribution Channel pg...........103
Exhibits pg...........108
7. THE U.S. MILK MARKET BY PACKAGE TYPE AND SIZE
Milk Packaging pg...........111
- Volume by Package Type pg...........111
- Volume by Package Size pg...........117
Exhibits pg...........121
8. U.S. MILK PRICING
Milk Pricing pg...........127
- Overview pg...........127
- Wholesale and Retail Prices pg...........129
- Federal Milk Order Prices pg...........131
Exhibits pg...........134
9. U.S. MILK ADVERTISING EXPENDITURES
Milk Advertising pg...........137
- Overview pg...........137
- Leading Advertisers pg...........139
- Advertising Spending by Media pg...........147
Exhibits pg...........149
10. DEMOGRAPHICS OF THE U.S. MILK CONSUMER
Demographics of the Milk Consumer pg...........155
- Overview pg...........155
- Milk Consumption by Age pg...........157
- Milk Consumption by Gender pg...........160
- Type of Milk Consumed pg...........162
Exhibits pg...........163
11. DAIRY–BASED SHELF–STABLE BEVERAGES
Value–Added, Shelf–Stable Milk Products pg...........169
- Overview pg...........169
- Leading Brands pg...........172
Exhibits pg...........178
12. THE U.S. YOGURT DRINK MARKET
Yogurt Drinks pg...........181
- Overview pg...........181
- Leading Brands pg...........184
Exhibits pg...........188
13. THE U.S. NON–DAIRY CREAMER MARKET
Non–Dairy Creamers pg...........191
- Overview pg...........191
- Leading Brands pg...........192
Exhibits pg...........196
14. THE PROJECTED U.S. MILK MARKET
The Projected National Fluid Milk Market pg...........199
- Overview pg...........199
- Volume by Segment pg...........204
- Demographic Factors pg...........205
Exhibits pg...........209
EXHIBIT
1. THE U.S. MILK MARKET
1.1 U.S. Fluid Milk Market Volume, Weight and Growth 1975 – 2012 pg...........16
1.2 U.S. Fluid Milk Market Per Capita Consumption 1975 – 2012 pg...........17
1.3 U.S. Fluid Milk Market Compound Annual Growth 1980 – 2012 pg...........18
1.4 U.S. Fluid Milk Market Quarterly Volume Shares 2002 – 2011 pg...........19
1.5 U.S. Fluid Milk Market Production per Cow 1960 – 2011 pg...........20
1.6 U.S. Fluid Milk Market Consumption by Region 2006 – 2011 pg...........21
1.7 U.S. Fluid Milk Market Share of Consumption by Region 2006 – 2011 pg...........22
1.8 U.S. Fluid Milk Market Change in Consumption by Region 2007 – 2011 pg...........23
1.9 U.S. Fluid Milk Market Share of Production by Region 2009 – 2011 pg...........24
2. THE U.S. MILK MARKET BY FAT CONTENT
2.10 U.S. Fluid Milk Market Volume by Milk Fat Type 1975 – 2012 pg...........40
2.11 U.S. Fluid Milk Market Share of Volume by Milk Fat Type 1975 – 2012 pg...........41
2.12 U.S. Fluid Milk Market Change in Volume by Milk Fat Type 1980 – 2012 pg...........42
3. THE U.S. MILK MARKET BY FLAVORS
3.13 U.S. White vs. Flavored Milk Market Volume and Share 1996 – 2012 pg...........54
3.14 U.S. Flavored Fluid Milk Market Volume by Flavor 2007 – 2012 pg...........55
3.15 U.S. Flavored Fluid Milk Market Share of Volume by Flavor 2007 – 2012 pg...........56
3.16 U.S. Flavored Fluid Milk Market Change in Volume by Flavor 2008 – 2012 pg...........57
3.17 U.S. Flavored Fluid Milk Market Estimated Dollar Share by Brand 2007 – 2011 pg...........58
4. LEADING DAIRIES
4.18 Leading Dairy Processors Estimated Wholesale Dollar Sales 2006 – 2011 pg...........80
4.19 Leading Fluid Milk Companies Estimated Wholesale Dollar Sales 2006 – 2011 pg...........81
4.20 Leading Fluid Milk Companies Estimated Share of Sales 2006 – 2011 pg...........82
5. THE LEADING MILK BRANDS AND PRIVATE LABEL
5.21 U.S. Fluid White Milk Market Branded vs. Private Label Retail Dollars and Units 2007 – 2011 pg...........93
5.22 U.S. Fluid White Milk Market Branded vs. Private Label Share of Retail Dollars and Units 2007 – 2011 pg...........94
5.23 U.S. Fluid White Milk Market Branded vs. Private Label Change in Retail Dollars and Units 2008 – 2011 pg...........95
5.24 U.S. Flavored Milk Market Branded vs. Private Label Retail Dollars and Units 2007 – 2011 pg...........96
5.25 U.S. Flavored Milk Market Branded vs. Private Label Share of Retail Dollars and Units 2007 – 2011 pg...........97
5.26 U.S. Flavored Milk Market Branded vs. Private Label Change in Retail Dollars and Units 2008 – 2011 pg...........98
5.27 Refrigerated Whole Milk Brands Estimated Dollar Share 2006 – 2011 pg...........99
5.28 Refrigerated Non-/Low-Fat Milk Brands Estimated Dollar Share 2006 – 2011 pg...........100
6. THE U.S. MILK MARKET BY DISTRIBUTION CHANNEL
6.29 U.S. Fluid Milk Market Volume by Distribution Channel 2006 – 2011 pg...........108
6.30 U.S. Fluid Milk Market Share of Volume by Distribution Channel 2006 – 2011 pg...........109
6.31 U.S. Fluid Milk Market Change in Volume by Distribution Channel 2007 – 2011 pg...........110
7. THE U.S. MILK MARKET BY PACKAGE TYPE AND SIZE
7.32 U.S. Fluid Milk Market Volume by Package Type 2006 – 2011 pg...........121
7.33 U.S. Fluid Milk Market Share of Volume by Package Type 2006 – 2011 pg...........122
7.34 U.S. Fluid Milk Market Change in Volume by Package Type 2007 – 2011 pg...........123
7.35 U.S. Fluid Milk Market Volume by Package Size 2006 – 2011 pg...........124
7.36 U.S. Fluid Milk Market Share of Volume by Package Size 2006 – 2011 pg...........125
7.37 U.S. Fluid Milk Market Change in Volume by Package Size 2007 – 2011 pg...........126
8. U.S. MILK PRICING
8.38 U.S. Fluid Milk Market Wholesale and Retail Sales 1988 – 2011 pg...........134
8.39 U.S. Fluid Milk Market Average Price per Gallon by Retail Outlet 2007 – 2011 pg...........135
8.40 U.S. Fluid Milk Market Federal Order Minimum Prices 1980 – 2012 pg...........136
9. U.S. MILK ADVERTISING EXPENDITURES
9.41 U.S. Fluid Milk Market Expenditures by Leading Advertisers 2007 – 2011 pg...........149
9.42 U.S. Fluid Milk Market Share of Expenditures by Leading Advertisers 2007 – 2011 pg...........150
9.43 U.S. Fluid Milk Market Change in Expenditures by Leading Advertisers 2007 – 2011 pg...........151
9.44 U.S. Fluid Milk Market Advertising Expenditures by Media 2006 – 2011 pg...........152
9.45 U.S. Fluid Milk Market Share of Advertising Expenditures by Media 2006 – 2011 pg...........153
9.46 U.S. Fluid Milk Market Change in Advertising Expenditures by Media 2007 – 2011 pg...........154
10. DEMOGRAPHICS OF THE U.S. MILK CONSUMER
10.47 U.S. Milk Consumption by Age Penetration by Usage 2011 pg...........163
10.48 U.S. Milk Consumption by Age Share of Volume 2011 pg...........164
10.49 U.S. Milk Consumption by Age Ounces Consumed 2011 pg...........165
10.50 U.S. Milk Consumption by Gender Penetration and Ounces Consumed 2011 pg...........166
10.51 Type of Milk Consumed by Age by Flavor 2011 pg...........167
10.52 Type of Milk Consumed by Age by Fat Level 2011 pg...........168
11. DAIRY–BASED SHELF–STABLE BEVERAGES
11.53 Dairy–Based Shelf-Stable Beverages Estimated Wholesale Dollars 2006 – 2011 pg...........178
11.54 Dairy–Based Shelf-Stable Beverages Share of Wholesale Dollars 2006 – 2011 pg...........179
11.55 Dairy–Based Shelf-Stable Beverages Change in Wholesale Dollars 2007 – 2011 pg...........180
12. THE U.S. YOGURT DRINK MARKET
12.56 U.S. Yogurt Drink Market Estimated Volume and Growth 2007 – 2011 pg...........188
12.57 U.S. Yogurt Drink Market Estimated Retail Dollars and Growth 2007 – 2011 pg...........189
12.58 U.S. Yogurt Drink Market Share of Estimated Volume by Brand 2007 – 2011 pg...........190
13. THE U.S. NON-DAIRY CREAMER MARKET
13.59 U.S. Non–Dairy Creamer Market Estimated Volume and Growth 2007 – 2011 pg...........196
13.60 U.S. Non–Dairy Creamer Market Estimated Retail Dollars and Growth 2007 – 2011 pg...........197
13.61 U.S. Non-Dairy Creamer Market Share of Estimated Volume by Brand 2007 – 2011 pg...........198
14. THE PROJECTED U.S. MILK MARKET
14.62 Projected U.S. Fluid Milk Market Estimated Gallonage and Growth 1992 – 2016 pg...........209
14.63 Projected U.S. Fluid Milk Market Per Capita Consumption 1992 – 2016 pg...........210
14.64 Projected U.S. Fluid Milk Market Compound Annual Growth 1980 – 2016 pg...........211
14.65 Projected U.S. Fluid Milk Market Volume by Milk Fat Type 1992 – 2016 pg...........212
14.66 Projected U.S. Fluid Milk Market Share of Volume by Milk Fat Type 1992 – 2016 pg...........213
14.67 Projected U.S. Fluid Milk Market Change in Volume by Milk Fat Type 1993 – 2016 pg...........214
APPENDIX
MILK REQUIREMENTS IN THE CODE OF FEDERAL REGULATIONS
Description, Options and Requirements pg...........215