PAGE HEADER CIRCANA DAIRY OUTLOOK (CONT.) D A IRY 1 5 TO P G RO W IN G C L A IM S ( B Y $ G RO W TH )


100% Natural, Natural Sweetener, Kosher and Protein claims continue to see strong growth. Absence of Sugar, Gluten, Fat, Lactose, Hormones and Sweetener thrive.


Notable declining claims include Trans Fat No/Low -$152M, Dairy No/No Added -$105M, Calorie No/Low/Less -$94M and Omega DHA/EPA/ALA -$63M


No / Low / Less Sugar $ Sales


$5,157M Gluten Free


$ Growth +$782M


$ Sales $9,048M


$ Growth +$596M


100% Natural $ Sales $26,077M


$ Growth +$564M


No / Low / Less Fat $ Sales $18,190M


$ Growth +$382M


No / Reduced Lactose $ Sales


$4,845M


$ Growth +$373M


No / No Added / Not Treated with Hormones


$ Sales $16,896M


$ Growth +$368M


Natural Sweetener $ Sales $3,017M


$ Growth +$323M


No Added Sweetener $ Sales $1,284M


$ Growth +$293M


$ Sales $52,489M


Kosher


$ Growth +$289M


High / Source / More Protein $ Sales $3,263M


$ Growth +$284M


Circana OmniMarket Total U.S. MULO+C – 52 Weeks Ending Nov 03, 2025 7


WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association


IDDBA Reports


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