From App to Aisle
The way consumers shop for food continues to evolve, and Dairy MAX shows up where those decisions happen.
Today, a grocery trip may begin with a recipe on social media, a search for meal ideas, a retailer’s app or an online grocery order.
Through retail and e-commerce campaigns with H-E-B, Albertsons, Kroger, Rouses Markets, Instacart and other leading retailers, we keep milk, cheese and yogurt visible throughout that journey.
Ninety-seven percent of U.S. households purchase at least one major dairy category. Our opportunity is to inspire consumers to choose dairy one more time. That means another glass of milk, yogurt for a snack or cheese that makes a favorite recipe even more delicious.
So far in 2026, our retail and e-commerce campaigns have generated more than 15 million milk pounds, connecting your checkoff investment to measurable dairy sales.
Showing Up Throughout the Shopping Journey
Our retail strategy reaches consumers at key moments: when they crave, when they browse and when they are ready to buy.
In the Dairy MAX region, 50% of consumers say at least 25% of their grocery shopping happens through online channels. Eleven percent, or about one in nine consumers, say 75% or more of their grocery purchases happen online.
Industry data points to continued growth. FMI and NielsenIQ estimate online sales now represent roughly one-fifth of total grocery spending and project it to approach one-fourth by 2027. Online grocery sales are projected to reach $452 billion by 2028, growing at an annual rate of 11.6%.
That is why we take an always on approach to retail and e-commerce. We maintain a consistent presence on platforms like Instacart throughout the year, while increasing investment around moments when dairy has an especially strong opportunity to connect with consumers. That could mean leaning into ice cream during the summer, high protein dairy at the beginning of sports season or cheese around a major cultural event.
By bringing together e-commerce, in-store marketing and delivery platforms, we can reach consumers throughout the path to purchase. At the beginning of that journey, dairy content can inspire a meal, snack or occasion. As consumers begin planning and shopping, retail media keeps dairy visible and relevant. In-store messaging and direct purchase opportunities then make it easier to turn that interest into a purchase.
Each tactic has a different role, but together they move consumers from awareness and consideration to purchase and, ultimately, repeat dairy consumption.
Checkoff’s role is to help create demand for the dairy category and give consumers another reason to consider milk, cheese or yogurt. Dairy brands can then capture that demand closer to the point of purchase, working together to move consumers from interest to the cart.
For example, a consumer may see cheese featured in a recipe or content tied to a sporting event. Later, dairy can show up again as they browse a grocery app or search for meal ingredients. Retail media, sponsored products and direct purchase options can then make it easy to add those foods to the cart.
Working Together to Create Greater Impact
We collaborate with Dairy Management Inc. (DMI) and other state and regional checkoff organizations to create larger retail opportunities by pooling resources.
These partnerships go beyond simply adding more dollars to a campaign. Some retail media tactics and measurement capabilities require minimum investment levels. By combining resources, we can unlock additional ways to reach consumers, strengthen our buying power with retail partners and gain deeper insights into what is driving dairy purchases.
For example, co-investment can allow a campaign to expand beyond placements on a retailer’s website or app to additional digital channels that reach consumers before they are ready to shop. It can also unlock more advanced measurement, including sales lift, incrementality and, in some cases, performance at the individual product level.
Our Kroger Precision Marketing work is one example. Through the campaign, Dairy MAX and Midwest Dairy combined resources to reach Kroger shoppers close to the point of purchase. The campaign generated 1.8 million milk pounds and delivered a $25 incremental return on ad spend, meaning each dollar invested generated $25 in additional sales attributed to the campaign.
At the same time, Dairy MAX maintains the flexibility to activate around the retailers, timing and opportunities that are most relevant in our region. The result is greater scale and stronger measurement while keeping our work connected to the consumers and markets we serve.
For farmers, that means checkoff investments can work together to create opportunities and insights that may not be available to organizations working independently.
Measuring Results and Optimizing Along the Way
Retail and e-commerce allow us to connect marketing more closely to sales.
We measure milk pounds to translate campaign driven dairy sales into a common measure. We also evaluate return on ad spend (ROAS) to understand the sales value generated for each dollar invested and campaign efficiency.
Depending on the retailer and campaign, we can also evaluate sales lift, new buyers and repeat purchases. These measures help us understand whether consumer engagement is translating into bottom-line sales.
Our 2026 results demonstrate that impact.
An Instacart campaign running from February through April generated more than 7.3 million milk pounds and delivered a $42.98 ROAS, meaning nearly $43 in sales was generated for every dollar of media investment.
This summer, our e-commerce campaign tied to the big soccer tournament connected digital media, creators, recipes, retail and e-commerce to move consumers from inspiration to purchase. Preliminary results show the campaign generated more than 4.4 million milk pounds.
But measurement is not only about reporting results at the end of a campaign. Our always-on approach allows us to apply data and feedback to optimize throughout the year—whether that’s dialing up ice cream during the summer months, or high-protein options at the beginning of the sports season.
We monitor performance to understand which products, messages, consumer moments and retail opportunities are driving purchases, then put those insights to work. That flexibility allows us to build on what is working and continue strengthening the return on your checkoff investment.
What This Means for Farmers
With dairy already in 97% of U.S. households, the opportunity is clear: give consumers more reasons to choose it one more time. Add cheese to the meal. Choose yogurt for the snack. Pour another glass of milk. Make a favorite recipe more delicious and nutritious with dairy.
Through an always-on retail presence, major consumer moments, collaboration with DMI and checkoff partners, and ongoing campaign optimization, we are turning those opportunities into measurable results.
More than 15 million milk pounds in 2026 show how retail and e-commerce turn consumer interest into real dairy purchases.
From app to aisle, your checkoff investment is pushing consumers to choose dairy more often and build demand for the milk you produce.
