What kind of milk to you drink? Whole, 2%, Skim, or do you not consume any traditional cow’s milk anymore? It wasn’t too long ago that this question would seem odd to ask. That's because Americans have historically drank a lot of fluid cow’s milk, but that’s not really the case anymore. Here lies the root of the problem for Dean Foods, the largest milk company in the United States, that filed for Chapter 11 bankruptcy in November 2019. It’s easy to spot consumption or sales data declines, but it’s a lot more difficult to understand the reasons why and ensure similar patterns become learning lessons for your business. The grocery stores are changing because consumers are changing, which creates this virtuous cycle that will only amplify over the coming years. Brands need to be constantly adapting within this market or they face becoming the next Dean Foods tragedy.