Dairy Market News Branch

Agricultural Marketing Service

Volume 79- Number 20

National Dairy Retail Report

Websites: http://www.marketnews.usda.gov/portal/da and http://www.ams.usda.gov/mnreports/dybretail.pdf
Issued Biweekly Thursday, May 17, 2012

Advertised Prices for Dairy Products at Major Retail Supermarket Outlets 05/07 to 05/18
Advertising volume for conventional dairy products is higher than the last two surveyed periods. There are about 19.5% more advertised features of conventional dairy products for the current ad cycle than the prior cycle, and just over 4% more than two cycles ago. Ads for ice cream and butter had high percentages of increase over last period compared with other products. Ice cream ads are up just over 47% from last period, to the highest level since this data series began. Butter ads are up almost 165% from last period. Milk continues not to be among the top five most advertised conventional dairy products this cycle. Ads for yogurt and cheese, the top two advertised products by percentage, each increased in number from the last cycle. Every size and variety of cheese and yogurt listed increased in number this cycle from last except 1 pound blocks, 1 pound shredded cheese, and 4-6 ounce yogurt. Total cheese advertising numbers increased just over 8% and yogurt ads, just over 9%. The most advertised cheese category, 8 ounce shreds, has a weighted average advertised price of $2.25, up 3 cents from last cycle. The average price for 8 ounce blocks, $2.26, increased 6 cents from the last cycle. The largest yogurt category, 4-6 ounce Greek yogurt, has a weighted average advertised price of 99 cents, up 2 cents. The second largest yogurt category, 46 ounce yogurt, has a weighted average advertised price of 55 cents, up 3 cents from last period. Conventional milks national weighted average advertised price for half gallons this period, $2.36, is 95 cents above two weeks ago, which was 68 cents below four weeks ago. Organic milks national weighted average advertised price for half gallons, $3.38, is down 49 cents from last period, which was up 21 cents from two periods ago. This results in an organic-conventional half-gallon milk advertised price spread of $1.02, down from $2.46 two weeks ago and reversing an upward trend which had prevailed for four periods.

Top 5 Commodities Featured

Apr 20
28K 24K 20K

May 04

May 18

Stores with Ads

16K 12K 8K 4K 0K Cheese Yogurt Ice cream Milk Butter

1 -- Dairy Market News surveys more than 150 retailers, comprising nearly 16,000 individual stores, with online weekly advertised features. 2 -- Date range reflects two-week period, however only one data collection per retailer is made during the period.

National Dairy Retail Report Vol 79 - No. 20 Thursday, May 17, 2012 - Page 2

Top 5 Percentage of Total Conventional Ads

Sour cream, 7%

Butter, 7% Cheese, 25%

Ice cream, 21%

Yogurt, 22%

Top 5 Percentage of Total Organic Ads

Cottage cheese, 1% Cream cheese, 1%

Yogurt, 20%

Milk, 78%

Wtd Avg - Simple weighted average

National Dairy Retail Report Vol 79 - No. 20 Thursday, May 17, 2012 - Page 3

NATIONAL -- CONVENTIONAL DAIRY PRODUCTS

THIS WEEK Commodity Type Pack Size Stores With Ads

5887 6404 1653 3299 8668 863 1482 5003 498 207 17784 1964 3680 5680 9965 1331 6426 764

TWO WEEKS AGO Stores With Ads

2226 5769 2266 2481 7224 1729 2315 4226 377 1205 12091 448 3132 6174 5214 425 10711 663

Wtd Avg Price

2.57 2.26 3.95 6.51 2.25 3.97 2.03 1.55 1.62 3.12 3.22 2.36 2.88 1.59 .99 4.61 .55 2.30

Wtd Avg Price

2.44 2.20 4.19 5.68 2.22 4.48 1.69 1.63 1.89 4.00 3.05 1.41 2.87 1.52 .97 5.01 .52 2.41

Butter Cheese Cheese Cheese Cheese Cheese Cottage cheese Cream cheese Flavored milk Flavored milk Ice cream Milk Milk Sour cream Yogurt Yogurt Yogurt Yogurt Greek Greek Yogurt Yogurt All fat tests All fat tests All fat tests All fat tests Natural Varieties Natural Varieties Natural Varieties Natural Varieties Natural Varieties

1# 8 oz block 1 # block 2 # block 8 oz shred 1 # shred 16 oz 8 oz half gallon gallon 48-64oz half gallon gallon 16 oz 4-6 oz 32 oz 4-6 oz 32 oz

REGIONAL -- CONVENTIONAL DAIRY PRODUCTS

NORTHEAST U.S. Commodity Type Pack Size Stores with Ads 1628 3876 476 345 3348 712 814 1233 128 Wtd Avg Price 2.90 2.34 4.35 11.39 2.45 3.80 1.92 1.54 1.99 1.67-1.99 1.25-1.67 1.50-1.67 211 900 71 1.82 1.51 1.58 SOUTHEAST U.S. Stores with Ads 2499 570 869 103 2477 Wtd Avg Price 2.54 1.96 3.84 5.99 2.17 1.19-2.50 4.00-4.99 1.98-3.19 1.33-2.00 1.00-1.99 2.99-3.99 1.99-3.99 1.99-2.99 2.99-3.99 0.99-1.99 0.75-1.50 3.99-4.99 0.40-0.79 4268 1453 507 2458 2760 1166 2405 2.92 2.69 3.86 1.53 1.03 4.55 .57 0.49-0.60 1588 .58 2.00-4.00 1.50-1.89 2.77-3.99 1.50-2.00 0.80-1.00 3013 173 700 1697 2032 3.20 1.76 3.14 1.63 .96 1.66-4.99 1.33-1.66 2.39-2.99 0.99-2.00 0.80-1.59 4.99 0.29-0.60 1087 151 258 1071 152 207 2689 56 1110 612 1235 165 1157 2.07 4.79 2.92 1.65 1.49 3.12 3.27 1.48 2.59 1.51 1.02 4.99 .47 MIDWEST U.S. Stores with Ads 527 1323 70

Price Range

Price Range

Price Range

Wtd Avg Price

Butter Cheese Cheese Cheese Cheese Cheese Cottage cheese Cream cheese Flavored milk Flavored milk Ice cream Milk Milk Sour cream Yogurt Yogurt Yogurt Greek Greek Yogurt All fat tests All fat tests All fat tests All fat tests Natural Varieties Natural Varieties Natural Varieties Natural Varieties Natural Varieties

1# 8 oz block 1 # block 2 # block 8 oz shred 1 # shred 16 oz 8 oz half gallon gallon 48-64oz half gallon gallon 16 oz 4-6 oz 32 oz 4-6 oz

1.99-3.99 1.50-3.49 2.99-5.99 11.39 1.66-3.49 3.50-4.99 1.64-2.39 0.99-2.50 1.99

2.50-3.00 1.50-3.00 3.34-3.99 5.99 1.50-3.79

1.66-2.50 1.25-3.79 3.77

2.01 2.27 3.77

Wtd Avg - Simple weighted average

National Dairy Retail Report Vol 79 - No. 20 Thursday, May 17, 2012 - Page 4
NORTHEAST U.S. Commodity Type Pack Size Stores with Ads 136 Wtd Avg Price 2.50 SOUTHEAST U.S. Stores with Ads 126 Wtd Avg Price 1.89 MIDWEST U.S. Stores with Ads 418

Price Range

Price Range

Price Range

Wtd Avg Price

Yogurt

Yogurt

32 oz

2.50

1.89

1.67-2.99

2.33

SOUTH CENTRAL U.S. Commodity Type Pack Size Price Range 1.88-2.99 1.48-2.00 3.99 4.99-5.99 1.49-2.50 2.00 1.29-2.00 2.28 1.99-4.50 1.00-1.25 1.97-3.50 1.29-3.00 0.80-1.00 0.29-0.60 Stores with Ads 171 294 53 359 776 29 330 29 2086 135 314 444 931 437 Wtd Avg Price 2.76 1.84 3.99 5.68 2.04 2.00 1.51 2.28 3.47 1.06 2.57 1.90 .95 .53 Price Range

SOUTHWEST U.S. Stores with Ads 797 341 150 1555 887 132 728 Wtd Avg Price 2.44 2.21 3.41 6.14 2.12 1.48 1.39

NORTHWEST U.S. Price Range 1.67-2.99 Stores with Ads 265 Wtd Avg Price 2.11

Butter Cheese Cheese Cheese Cheese Cottage cheese Cream cheese Flavored milk Ice cream Milk Milk Sour cream Yogurt Yogurt Yogurt Greek Yogurt Yogurt All fat tests All fat tests All fat tests Natural Varieties Natural Varieties Natural Varieties Natural Varieties

1# 8 oz block 1 # block 2 # block 8 oz shred 16 oz 8 oz half gallon 48-64oz half gallon gallon 16 oz 4-6 oz 4-6 oz 32 oz

1.99-2.99 1.67-2.50 2.97-3.99 5.99-6.99 1.79-2.50 1.25-1.69 1.19-1.49

3.99 3.9910.99 1.50-3.99 1.50 0.99-1.79 1.25

35 937 93 38 741 118 2023 147 668 118 899 291

3.99 5.70 2.59 1.50 1.65 1.25 3.37 1.33 2.53 1.50 .98 .52

1.99-3.99

3705

3.33

2.00-4.99 1.25-1.67

2.50-2.90 1.25-2.50 0.80-1.00 0.50-0.60 2.29-2.50

381 351 2108 548 84

2.83 1.61 .95 .56 2.44

2.49-2.59 1.50 0.80-1.00 0.40-0.79

NATIONAL -- ORGANIC DAIRY PRODUCTS

THIS WEEK Commodity Type Pack Size Stores With Ads Wtd Avg Price

TWO WEEKS AGO Stores With Ads

176 122

Wtd Avg Price

4.35 3.99

Butter Cheese Cottage cheese Cream cheese Milk Milk Milk Yogurt Yogurt Yogurt Yogurt All fat tests All fat tests All fat tests Greek Greek Yogurt Yogurt Natural Varieties

1# 8 oz shred 16 oz 8 oz half gallon gallon 8 oz UHT 4-6 oz 32 oz 4-6 oz 32 oz 507 29 .74 2.79 43 232 1.00 1.00 29 56 3037 3.99 2.49 3.38

56 765 299 863

2.49 3.87 5.85 1.00

46 67 290

3.50 .76 3.69

REGIONAL -- ORGANIC DAIRY PRODUCTS

Wtd Avg - Simple weighted average

National Dairy Retail Report Vol 79 - No. 20 Thursday, May 17, 2012 - Page 5
NORTHEAST U.S. Commodity Type Pack Size Stores with Ads 56 1551 232 507 Wtd Avg Price 2.49 3.91 1.00 .74 3.89 109 3.89 2.29-3.59 126 3.16 SOUTHEAST U.S. Stores with Ads Wtd Avg Price MIDWEST U.S. Stores with Ads

Price Range

Price Range

Price Range

Wtd Avg Price

Cream cheese Milk Yogurt Yogurt All fat tests Greek Yogurt

8 oz half gallon 4-6 oz 4-6 oz

2.49 3.50-4.59 1.00 0.60-1.25

SOUTH CENTRAL U.S. Commodity Type Pack Size Price Range Stores with Ads Wtd Avg Price Price Range

SOUTHWEST U.S. Stores with Ads Wtd Avg Price

NORTHWEST U.S. Price Range 3.99 Stores with Ads 29 80 Wtd Avg Price 3.99 2.49

Cottage cheese Milk Milk Yogurt All fat tests All fat tests Yogurt

16 oz half gallon 8 oz UHT 32 oz 2.39-2.99 1.00 421 43 2.56 1.00 2.69-2.99 750 2.80

2.49

2.79

29

2.79

NATIONAL -- CONVENTIONAL DAIRY PRODUCTS NATIONAL BRANDS vs STORE BRANDS

NATIONAL BRANDS Low Price 1.66 1.66 2.97 3.99 1.19 3.50 1.64 .99 1.99 2.99 1.99 1.66 2.50 .99 .75 3.99 .40 1.67 High Price 3.99 3.79 5.99 11.39 3.99 4.99 2.39 2.50 1.99 3.99 4.99 2.99 3.99 3.00 1.59 4.99 .79 2.68 Stores with Ads 2100 3870 1055 492 5799 735 817 1249 28 178 8696 1508 466 2585 7800 1331 5315 607 Wtd Avg Price 2.84 2.43 4.09 9.59 2.37 3.97 1.92 1.48 1.99 3.14 3.13 2.65 3.70 1.72 1.02 4.61 .58 2.32 .29 1.99 .79 2.99 1111 157 .42 2.23 Low Price 1.79 1.25 2.99 4.99 1.25 3.99 1.25 .99 1.00 2.99 1.66 1.00 1.97 .99 .80 STORE BRANDS High Price 3.00 3.00 3.99 7.99 2.99 3.99 3.19 2.00 2.28 2.99 4.99 1.89 3.99 1.79 1.25 Stores with Ads 3787 2534 598 2807 2869 128 665 3754 470 29 9088 456 3214 3095 2165 Wtd Avg Price 2.41 2.01 3.71 5.97 2.01 3.99 2.17 1.57 1.60 2.99 3.30 1.40 2.76 1.48 .85

Commodity

Type

Pack Size

Butter Cheese Cheese Cheese Cheese Cheese Cottage cheese Cream cheese Flavored milk Flavored milk Ice cream Milk Milk Sour cream Yogurt Yogurt Yogurt Yogurt Greek Greek Yogurt Yogurt All fat tests All fat tests All fat tests All fat tests Natural Varieties Natural Varieties Natural Varieties Natural Varieties Natural Varieties

1# 8 oz block 1 # block 2 # block 8 oz shred 1 # shred 16 oz 8 oz half gallon gallon 48-64oz half gallon gallon 16 oz 4-6 oz 32 oz 4-6 oz 32 oz

NATIONAL -- ORGANIC DAIRY PRODUCTS

Wtd Avg - Simple weighted average

National Dairy Retail Report Vol 79 - No. 20 Thursday, May 17, 2012 - Page 6

NATIONAL BRANDS vs STORE BRANDS

NATIONAL BRANDS Low Price 3.99 2.49 3.00 1.00 1.00 .60 2.79 High Price 3.99 2.49 4.59 1.00 1.00 1.25 2.79 Stores with Ads 29 56 1093 43 232 507 29 Wtd Avg Price 3.99 2.49 4.07 1.00 1.00 .74 2.79 2.29 3.89 1944 2.99 Low Price STORE BRANDS High Price Stores with Ads Wtd Avg Price

Commodity

Type

Pack Size

Cottage cheese Cream cheese Milk Milk Yogurt Yogurt Yogurt All fat tests All fat tests Greek Yogurt Yogurt

16 oz 8 oz half gallon 8 oz UHT 4-6 oz 4-6 oz 32 oz

REGIONAL DEFINITIONS As used in this report, regions include the following states: NORTHEAST U.S. SOUTHEAST U.S. MIDWEST U.S. SOUTH CENTRAL U.S. SOUTHWEST U.S. NORTHWEST U.S. NATIONAL Connecticut, Delaware, Massachusetts, Maryland, Maine, New Hampshire, New jersey, New York, Pennsylvania, Rhode Island and Vermont Alabama, Florida, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia Iowa, Illinois, Indiana, Kentucky, Michigan, Minnesota, North Dakota, Nebraska, Ohio, South Dakota and Wisconsin Arkansas, Colorado, Kansas, Louisiana, Missouri, New Mexico, Oklahoma, and Texas Arizona, California, Nevada and Utah Idaho, Montana, Oregon, Washington, and Wyoming Continental United States

Wtd Avg - Simple weighted average