PAGE HEADER CIRCANA DAIRY OUTLOOK (CONT.) D AI R Y1 5 BR AN D E D V S . P R I V AT E L ABE L D O L L AR S


PL is outpacing brands in 5 of 15 categories (down from 9). Brands thriving in Butter, Cottage Cheese, Milk, Natural Cheese, Sour Cream and Fz. Novelties.


Butter/Butter Blends Cottage Cheese Cream Cheese


Creams/Creamers Total Milk


Margarine/Spreads Natural Cheese


Processed Cheese Sour Cream


Rfg Whipped Toppings Yogurt


Rfg Dips Rfg Desserts


Ice Cream/Sherbet Fz Novelties


Branded 38% 88% 70% 88% 79% 88% Private Label 30% 12% 21% 12%


Dairy15 Branded vs. PL $ Share 49%


67% 68%


77% 48% 92% 50% 81% 75% 62% 12% 50% 19% 25% 52% 8% 51%


33% 32%


23%


Butter/Butter Blends Cottage Cheese Cream Cheese


Cream/Creamer Total Milk


Margarine/Spreads Natural Cheese


Processed Cheese Sour Cream


Rfg Whipped Toppings Yogurt


Rfg Dips Rfg Desserts-15.9%


Ice Cream/Sherbet Fz Novelties


-0.7% Branded


1.2% 0.7%


0.7% 3.0% Private Label Circana OmniMarket Total U.S. MULO+ w/C – 52 Weeks Ending Nov 03, 2025 3 -8.5% -5.0% -3.6% 0.1%


5.2% 5.4%


3.4%


Dairy15 Branded vs. PL $ % Change vs. YA 10.1%


1.6% 11.8% -3.2%


2.2% 1.7%


6.8%


4.1% 4.6%


5.1% 2.7% 4.5% 24.8%


9.0% 13.5% 6.8% 18.3%


Dairy15 dollar growth driven by increased Buyers and Trips per Buyer. Dollars per Trip continue to rise as inflation continues.


Dairy15 - Purchase Dynamics Dollar Sales


$105.5B +5.6%


% HH Buying


99.5% +0.2 pts


% 2x+


98.9% +0.3 pts


Buyers


130.1M +0.8%


Dollar per Buyer


$810.79 +4.8%


Trips per Buyer 75.4


+2.4 trips


Dollar per Trip


$10.76 +1.5%


Circana OmniConsumer Scan Panel Total US All Outlet – 52 Weeks Ending Nov 03, 2025, NBD aligned.


4


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IDDBA Reports


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