U.S. Milk Buyers Are Adding Whole Milk and A2 Options
Among U.S. households that purchase plant-based beverages, 85% also buy milk, according to MilkPEP. These consumers have larger baskets across their grocery purchases. Within the milk category, households that buy conventional milk alongside products such as lactose-free or ultrafiltered milk purchase almost 30% more milk than the average household buying milk.
The figures describe households purchasing several types of milk rather than treating one product as an automatic replacement for another. Products are selected for different purposes, including routine consumption, higher protein intake, lactose avoidance and functional benefits.
Children influence household purchases
Children are also involved in milk-buying decisions. Circana data cited by MilkPEP show that 74% of parents say they involve their children in supermarket shopping, including the choice of products.
Three out of four children drink milk every day. Milk is the second-most-consumed beverage among children, after water, and 95% of households with children buy milk at least once a year. In consumer perceptions, 65% regard milk as real and healthy, while 57% list it among their favourite beverages.
Households with children spend more than 1.6 times as much on milk as households without children. More than one-third of households with children buy white milk with added value, according to the figures cited by MilkPEP.
Protein and product variety
Protein is among the categories recording the strongest momentum. Whole milk has also gained space as consumer views of dairy fat have changed. Lactose-free, ultrafiltered and A2 milk appeal to consumers seeking more tailored nutrition and functional benefits.
Breakfast remains the main occasion for milk consumption. The category is also being linked with demand for foods that are high in protein, nutritious and convenient. MilkPEP has launched Milkscape, an intelligence platform focused on milk and built on data and insights from research organisations in the sector. The information was produced by eDairyNews using material published by Dairy Reporter.
