NEW YORK – The Milk Processor Education Program (MilkPEP) has announced the launch of MILKSCAPE, a comprehensive data and insights platform designed for the dairy milk category. Serving as a centralized center of excellence, MILKSCAPE provides participating processors and retailers of all sizes with a single, connected source for cutting-edge category intelligence, allowing them to spot market opportunities and drive strategic growth.
Major CPG and beverage brands routinely run sophisticated dashboards and intelligence platforms to guide their decisions, and a category as highly significant as dairy milk deserves the same caliber of tools. MILKSCAPE™ closes this gap, translating complex research into actionable, retail-friendly strategies. The urgency for this platform is highlighted by the category's unmatched volume at retail, where 92 percent of U.S. households purchase milk annually and 63 percent of Americans use it on an average day, according to Circana.
“Nearly every household in America purchases milk – the category deserves best-in-class intelligence,” said Al Dejewski, MilkPEP’s SVP of Marketing. “Milkscape gives processors and retailers the modern insights they need to make smarter decisions and identify tomorrow’s opportunities. By unifying our research into one fast, connected ecosystem, we are helping our partners anticipate market shifts with total confidence."
MILKSCAPE unifies MilkPEP's category leadership resources, including monthly newsletters, the website, insights materials, and media coverage, into a single, cohesive ecosystem. A new dynamic weekly dashboard, coming later this summer, will serve as a supplement to the monthly Sales Topline Report, delivering a weekly refresh on topline trends across dairy milk and its segments so processors can act on trends faster. Additionally, the automated Monthly Sales Topline Report will allow for faster delivery; its special interest section previously rotated one topic per month (once a quarter per topic), but processors will now receive all three special topics every month.
MILKSCAPE is purpose-built to answer the most pressing questions category management and sales teams face daily. The platform directly addresses the major issues facing the industry today, such as volume shifts between dairy and plant-based alternatives, the macro trends driving lactose-free and organic growth, small format challenges, and the evolving habits of today’s Gen Alpha shoppers. Underlying these inquiries is a fundamental retail truth: milk is an indispensable basket builder. Recent Circana Panel data reveals that grocery baskets containing dairy milk ring up nearly twice as high per trip ($88.79) as those without it ($46.23), proving that maximizing milk placement inherently captures broader store growth.
Participating processors and retail partners can access the platform via milkpep.org/milkscape.
