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Growth Opportunities for Dairy at Retail

30 May 2012

US - Dairy sales experience significant gains when products are placed beyond the traditional dairy case, according to new research from the Innovation Centre for US Dairy®.

The Innovation Centre was founded by America’s dairy producers to develop industry-wide solutions and action plans to grow long-term sales.

The research provided shoppers more access to dairy and meal-building concepts that paired dairy with other products at select retailers across the country. Results indicate that consumers are receptive to meal-solutions marketing that emphasises health benefits and convenience. Dairy sales increased 29 per cent during this test, which was co-funded by retailers and their suppliers.

The research identified several new approaches for retailers to increase dairy purchases:

  • Breakfast Zone: section within the dairy department highlighting quick breakfast recipes featuring milk, cheese and yogurt;
  • Fuel Your Day: snacking area highlighting nutritious options, including protein-packed dairy products;
  • What’s for Dinner: aisle end-cap that features one-stop-shopping for easy-to-prepare dinners using dairy;
  • Chef’s Creation: merchandising area that showcases dairy-friendly, restaurant-quality meal solutions;
  • Perfect Pairings: produce section that cross-merchandises complementary dairy products to provide well-balanced snack options.

“This research reinforces how our investment in the dairy checkoff can help grow sales at retail,” said Paul Rovey, Arizona dairy producer and chair of Dairy Management Inc., which manages the national dairy checkoff. “These findings demonstrate how retailers can give consumers creative and convenient ideas that lead to increased sales."

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