California and Wisconsin represent the most important milk producing states in the U.S. milk market. Combined they accounted for a production volume of more than 70 billion pounds of milk in 2018. Wisconsin is also known as “America’s Dairyland”, whereas California advertises with the slogan “Happy cows come from California”.
Nestlé USA, Dean Foods and Saputo Inc. constitute key market players in the competitive retail sector. U.S. milk retail sales amounted to 47.08 billion pounds in 2018. Within the category, whole milk took the lion's share of retail sales.
On the consumer side, a 2017 survey revealed that 58 percent of Americans use milk and dairy as a high quality protein source. Nevertheless, per capita consumption is projected to decline significantly from 194.9 pounds in 2010 to 155.3 pounds by 2028. Contrary to the decline, premium-priced milk categories such as organic, plant-based or flavored products should assist in increasing American consumption once again.