Like the winds of fall, the overall milk category is experiencing “swirling” results. Market research firm Circana reports that in U.S. multi-outlets and convenience stores for the 52 weeks ending Aug. 11, the overall milk category, comprising refrigerated milk, refrigerated alternative milk, “all other” refrigerated milk, and non-dairy refrigerated milk, notched $19.6 billion in dollar sales at a slight 1.2% decrease over the prior year. In the “all other” refrigerated milk segment, however, it was near-perfect fall sunshine with 21.2% growth and $252 million in sales.
Yet, reflecting the temperatures of fall, it was a torrential downpour for the $4.4 billion refrigerated non-dairy segment, with declining year-over-year (YoY) sales of 53%, while units plummeted 65% to 1.3 billion. Refrigerated alternative milks, with sales of $2.5 billion and units of 636 million, slumped 5.2% and 5.5%, respectively.
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