MilkPEP Launches Milkscape Dairy Intelligence Platform
MilkPEP has introduced Milkscape as a centralised source of market intelligence for US milk processors. The platform brings together information on consumers, shoppers, retailers, sales performance, category conditions and wider market developments, all viewed through the dairy-milk segment.
MilkPEP said the platform addresses the fragmented nature of available information. Dairy milk is purchased by most US households, but companies have typically monitored consumer behaviour, sector performance and retail activity through separate commercial services. Milkscape is intended to provide a resource devoted specifically to milk rather than to the wider food and beverage market.
The service draws on research and analysis from Circana, Numerator, Radius, Mintel, the Hartman Group, YPulse, Prime Consulting, ONE Strategy Studio, Catalytics and the Dairy Management Inc. It combines these inputs rather than replacing the commercial intelligence products supplied by those organisations.
MilkPEP described the platform as a way to give processors a shared destination for milk-related information. A spokesperson said individual processors have different levels of access to research tools, and that milk may represent only one part of their businesses. The organisation said Milkscape was created as a complete set of resources focused on increasing sales of dairy milk.
The platform is also intended to support discussions between processors and retail customers. MilkPEP said the information should help companies prepare more informed retail and marketing conversations, support their growth objectives, seek additional shelf space and sell more dairy milk through retailers. The organisation said its purpose was not simply to distribute data, but to update how the industry discusses the dairy-milk category.
