Milk: Latte Love

The demand for milk has consistently and slowly declined, but one of the ways to increase its demand is by emphasising consumption outside of the traditional standalone glass.

Milk: Latte Love

Business situation:

The demand for milk has consistently and slowly declined, and has fallen by 10% (294 million gallons) during 2005-10. Consumers' stomach size has remained flat over the last decade yet the composition of beverage consumption has changed. One of the ways to have a positive impact on milk demand is by emphasizing milk consumption outside of the traditional standalone glass. The opportunity for growth is the impact that potential complements can play in milk consumption. Today, Coffee/latte is the complement that represents the largest net positive driver of milk consumption. Additionally strong coffee sales provide...

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