January 16, 2017

Fluid Milk Takes Center Stage

 |  By: Know Your Market

By Mike North, Commodity Risk Management

Each week, the USDA publishes the national retail report that gives an inside look at what is happening among the nation’s retailers in terms of promotional campaigns on a product by product basis.

As we examine these reports from week to week, it’s not uncommon to witness seasonal tendencies. For example, as we approach the holiday season, eggnog, butter, cheeses and other seasonal products will take more of a presence in the ad space, while other products get less of a look, like milk.

In the January 13-19, 2017 campaign milk takes center stage. Other products lost a little favor in terms of ad space this week. Milk, especially at the half gallon size, represented nearly twice of what was promoted last week and nearly five times what was reported last year at this same time.

Americans are still trying to hold on to their New Year’s resolutions and milk fat is openly accepted by the health and fitness community for its many nutritional benefits.  Added promotion of milk is a welcomed event in a society where milk consumption continues to decline and at a time of the year when holiday demand is behind us.

Listen to Mike North daily on DairyLine radio.