News

Consumers turning to branded fluid milk

New partnerships with the dairy checkoff have led to increased branded fluid milk consumption in the last year while the overall category continues to decline.

Dairy Management CEO Tom Gallagher tells Brownfield the checkoff has formed eight partnerships which have invested more than 500 Million dollars into infrastructure and innovation. He says partners have moved an additional 300 Million pounds of fluid milk following the model set by fairlife.  “That stimulated others in the category even if they weren’t our partners to then to put money behind brand advertising and brand marketing.”

He says as less meals are eaten at home consumers want more from fluid milk including higher protein and convenient on-the-go packaging.  “Not only has the fairlife brand grown very rapidly, it’s taking share back from those that drink soy and some of the alternative beverages, and it’s bringing people back to the category.”

Dean Food’s DairyPure brand raised its prices this month as consumption increases and Gallagher says Dairy Farmers of America is also testing new fluid milk products.

As the category reinvents itself, he says fluid milk is no longer just a domestic product and recent research by the checkoff estimates over a Billion pounds of shelf stable fluid milk has the potential to be exported to China.

AUDIO: Interview with Tom Gallagher