MilkPEP Launches Milkscape to Regain Dairy Milk Shelf Space
Dairy milk sales, which have been declining for years, have seen a recent uptick. In response, the marketing arm of the dairy industry, MilkPEP, launched Milkscape, a market intelligence platform designed to assist milk processors and retailers in understanding consumer trends and retail dynamics.
Milkscape, incorporating data from Circana, Numerator, and Mintel, provides users with access to comprehensive data analytics tools. Typically reserved for large consumer packaged goods (CPG) firms due to their cost, these tools allow stakeholders to optimize sales, advertising, and innovation strategies. Al Dejewski, MilkPEP's Senior Vice President of Marketing, noted that the platform not only shares data but also explains market shifts, helping businesses identify opportunities and challenges.
According to Dejewski, the last decades have seen a surge in ready-to-drink (RTD) beverages tailored for various consumer needs, while dairy milk has experienced little innovation. Milkscape aids in addressing these challenges by providing insights for innovation and supporting strategies to recapture market share lost to alternatives.
The platform highlights potential growth areas for dairy milk, aligning with health and wellness trends. It particularly emphasizes the value of lactose-free and ultra-filtered milk, a rapidly growing segment due to its lower sugar content and higher protein. The data suggest that single-serve packaging and varied milk types could help regain traction in convenience stores, where traditional gallon bottles have struggled.
Milkscape's data also shows that grocery baskets with dairy milk have significantly higher average sales values, emphasizing milk's versatility and potential to complement other products, like cereal and bananas.
Future iterations of Milkscape will build upon this foundation, aiming to use consumer data for personalized retail strategies and addressing stock needs for promotions. Looking to 2028, MilkPEP plans to expand the platform's capabilities with tools for better merchandising and sales strategies.
