*Source: Circana YTD through 11-13-25 Total US – Multi Outlet+ with Conv
Performing Category: Weight Control:
The weight control category consists of brands like Fairlife, Premier Protein, Optimum Nutrition, Muscle Milk, Ensure, Orgain and others. The category sales reported $10.9B in dollar sales, +$1.37B vs LY which is up +13%. Premier leads all brands with $1.9B in sales, +16%. Premier has a 17% share of total category. Fairlife is quickly catching up and as of November, they are the second leading brand with $1.6B in sales and outpacing all brands at +23% growth. Other noteworthy brands are Muscle Milk ($417M, +5%) and Ensure ($880.1M, +1%).
Declining categories: Processed Cheese continues to decline with $2.8B sales, -4% vs LY. The national brands Kraft and Velveeta collectively dropped -5% vs LY.
Plant based beverages were down -3% in sales but still a sizable category with $2B in sales.
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