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The picture appears to be a little less than rosy for the refrigerated juices/drinks category. For the 52 weeks ending March 25, 2018, dollar sales in the category fell 1.1% to $6.6 billion, while unit sales declined by 2.1% to 2.2 billion, according to data from Chicago-based market research firm IRI.

The cultured dairy segment is seeing its ups and downs. Yogurt, once the driving force, has seen sales struggle of late. Concurrently, other cultured categories such as cream cheese and sour cream are holding their ground or trying to push ahead.

A new report by New York-based Nielsen shows that store brand sales jumped by nearly 10% in 2017 in mass merchandisers, club stores and dollar stores, while the mass channel came closer than ever before to overtaking traditional supermarkets as the place where consumers buy their groceries.

Natural cheese continues to dominate in the cheese category. The natural cheese category showed dollar sales up 0.3% to $12.9 billion, while unit sales stayed at $3.9 billion, according to data from Chicago-based market research firm IRI for the 52 weeks ending Dec. 31, 2017.

As milk alternatives made from almonds, coconut and some other decidedly non-dairy sources increase in popularity, dairy milk sales continue on a downward spiral.

Ice cream sales have been ticking up, showing some promise in the ever-competitive category. Sales of frozen novelties, meanwhile, have not been faring as well. Unit sales have been falling, and dollar sales have been nearly frozen.

Natural cheese sales have been steady for subcategories such as slices and shreds, but others (crumbles, chunks) are struggling. Meanwhile, cheese spreads/balls saw a sales boost in the processed cheese category.

Don't get distracted by the headlines in 2018. The renegotiations of the North American Free Trade Agreement and the U.S.-Korea free trade agreement will demand a lot of attention, but assuming neither of them is wiped off the board completely, growing milk supplies in the other major exporting countries will create the headwind for U.S. exports.