Putting the Cool Back Into Fluid Milk | Rabobank

Putting the Cool Back Into Fluid Milk

By: Mike Opperman, August 22,2019

The demand for fluid milk has been dropping for many years. Consumers have moved toward other beverages that can offer convenience, better flavor, certain health characteristics or any number of demands. With 34% of the milk produced in the U.S. ending up as fluid milk on grocery shelves, it’s important to identify ways to turn this category around.  

A recent study by Rabobank suggests that those fluid milk products that can differentiate themselves from regular, commodity milk are turning the demand curve upward. During a recent conversation with Chip Flory on AgriTalk, Tom Bailey, senior dairy analyst with Rabobank, shed light on this new trend.