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Non-Dairy Alternatives and the Impact on Dairy
Dairy Industry Panel Discussion
Today’s Presenters
John Talbot – CEO, California Milk Advisory Board
Kikke Riedel – Vice President, Strategy, Research & Insights – MilkPEP
Jen Walsh – Director, Market Research – Wisconsin Milk Marketing Board
Chris Ross – Vice President, Marketing – HP Hood
Dan Peterson – Director, Corporate Marketing Insights – Land O’Lakes
Sindhura Polasanapalli – Director, Marketing Innovation – Dean Foods
Moderator:
John Crawford, Vice President, Client Insights-Dairy – IRI
Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.3
Agenda
• Introductions
• Focus on Milk
– Brief overview of the trends
• Are these trends consumer or industry driven?
• Where else are we seeing non-dairy alternatives having an impact?
• What other Dairy categories are most at risk?
• How is/should the industry combat the trends?
• How are/should brands combat the trends?
• What can other industries learn from Dairy?
• Q&A
Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.4
Panelists
John Talbot Kikke Riedel Jen Walsh Chris Ross Dan Peterson Sindhura Polasanapalli
CEO VP Strategy & Insights
Dir. Market Research
VP Marketing Dir. Corporate Marketing Insights
Dir. Marketing Innovation
CMAB MilkPEP WMMB HP Hood Land O’Lakes Dean Foods
Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.5 Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.5
Milk Category Trends
Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.6
Dairy Milk Trend by Type
$10,000
$11,000
$12,000
$13,000
$14,000
$15,000
$16,000
$17,000
$18,000
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Dairy Milk by TypeDollars
White Milk Flavored Milk A/O Dairy Milk
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Dairy Milk by TypeGallons
White Milk Flavored Milk A/O Dairy Milk
IRI Total U.S. MULO+C
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Non-Dairy Alt Bev Trend by Type
$-
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Non-Dairy Alt Bev by TypeDollars
Soy Almond Coconut Rice Cashew All Other
-
50
100
150
200
250
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Non-Dairy Alt Bev by TypeGallons
Soy Almond Coconut Rice Cashew All Other
IRI Total U.S. MULO+C
Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.8
Dairy Milk vs. Non-Dairy Alt Bev Trend
$10,000
$11,000
$12,000
$13,000
$14,000
$15,000
$16,000
$17,000
$18,000
$19,000
$20,000
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Dairy Milk vs Non-Dairy Alt BevDollars
Dairy Milk Non-Dairy Alt Bev
3,400
3,600
3,800
4,000
4,200
4,400
4,600
4,800
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Dairy Milk vs Non-Dairy Alt BevGallons
Dairy Milk Non-Dairy Alt Bev
IRI Total U.S. MULO+C
Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary.9
Dairy Category Trends
IRI Total U.S. MULO+C
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Dairy Category TrendsDollars
Milk Natual Cheese YogurtFresh Eggs Cream/Creamer Processed CheeseButter/Blends Cream Cheese Margarine/Spreads
-
5,000
10,000
15,000
20,000
25,000
CY 2012 CY 2013 CY 2014 CY 2015 CY 2016
Millio
ns
Dairy Category TrendsUnits
Milk Natual Cheese YogurtFresh Eggs Cream/Creamer Processed CheeseButter/Blends Cream Cheese Margarine/Spreads
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What is Driving the Shift?Consumer Behavior?
Industry Driven?Other?
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Dairy Milk vs. Non-Dairy Alt Bev Trend
IRI Total U.S. MULO+C
-
20.0
40.0
60.0
80.0
100.0
CY 2013 CY 2014 CY 2015 CY 2016
Dairy Milk vs. Non-Dairy Beverages% HHs Buying
Dairy Milk Non-Dairy Alt Bev Total Milk
-
10.0
20.0
30.0
40.0
CY 2013 CY 2014 CY 2015 CY 2016
Dairy Milk vs. Non-Dairy Beverages Volume Per Buyer
Dairy Milk Non-Dairy Alt Bev Total Milk
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Other Dairy Categories Impacted or at Risk
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How Do We Combat the Trends?Industry
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How Do We Combat the Trends?Brands
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What Can Other Industries Learn from Dairy?Meat / Meat Substitutes
Other?
Questions?
Thank You!
For more information:
John Crawford Steve [email protected] [email protected] 312.474.4234
Dave [email protected]
