Key takeaways
- MilkPEP is consolidating consumer and retail insights in its new Milkscape platform.
- The platform, Milkscape, uses data and insights from firms including Circana, Numerator and Mintel.
- It is intended to help processors make stronger retail and marketing decisions.
Dairy milk is bought by the vast majority of US households, but purchase and consumer trends data remains fragmented. A new intelligence platform designed to unite key market insights and resources is being launched by MilkPEP, the US dairy checkoff body.
While most companies in the sector track sector and retail performance through various intelligence platforms, the industry lacks a singular resource dedicated to dairy milk trends.
That’s where Milkscape comes in.
The platform is designed to be a dedicated resource focused exclusively on milk intelligence – bringing together the core information processors need in one place, from consumer and shopper insights to retail and sales data, category intelligence, and broader macro trends through the lens of dairy milk.
Instead of replacing commercial market intelligence providers, it complements them by synthesising trusted data into a single source of dairy milk intelligence that helps processors understand consumers, shoppers, retailers, and market trends.
The intelligence behind Milkscape is built on data and insights from some of the industry’s most respected research organisations, including Circana, Numerator, Radius, Mintel, Hartman Group, YPulse, Prime Consulting, ONE Strategy Studio, Catalytics, and DMI.
“Individually, the processors we work with have varied resources and access to these tools – they are diverse and in some cases, milk is just one part of their business,” a spokesperson for MilkPEP said. “We are offering a singular destination for milk intelligence – a full suite of resources honed with a specific focus on selling more dairy milk.
“The goal isn’t just to provide data. It’s to help modernize the business conversation around dairy milk by equipping processors with the insights they need to have stronger, more informed conversations with their retail customers.
Ultimately, that’s what matters most: helping them support their growth goals, earn more shelf space, and sell more dairy milk at retail.”
