2024 May Board Book

RCM Seal

Year to date products with the RCM Seal show varying performance compared to those without the seal. Categories with the RCM seal seeing a decline in sales vs year ago include cottage cheese and milk while yogurt, natural cheese and butter has seen sales with the seal outperforming those without the seal. Cottage cheese product with the seal has generated $22M YTD in dollar sales, experiencing a decrease of 2.9% compared to the previous year, while the product without the seal achieved significantly higher dollar sales growth of 16.9%. This trend is consistent with the volume sales as well, with the seal variant lagging in both dollar and volume sales. A factor in this trend has to do with variety as the average store has decreased its SKU count of cottage cheese items with the seal and carrying more items without the seal in 2024. Dairy Milk with the seal experienced a decline in both dollar and volume sales, while the product without the seal also showed negative growth rates, but to a lesser extent. Items with the seal growing at a faster rate vs item without include yogurt, natural cheese, and butter. Yogurt products with the seal performed better in terms of dollar sales, reaching $23M with a growth rate of 22.9%, compared to a growth rate of 3.6% of yogurt items without the RCM seal. Volume sales in yogurt are experiencing similar trends as items with the seal volume YTD is up 19.1% vs year ago while items without the seal are increasing at a slower rate of 3.6%. In the Natural Cheese category, products with the seal outperformed those without in both dollar and volume sales, with the seal showing growth rates of 25.0% and 31.9% respectively, compared to 1.2% and 3.8% for the non-seal products. Last, in the butter category, products with the seal demonstrated higher growth rates in both dollar and volume sales compared to those without the seal. In 2024 total US butter items with the seal have seen dollar sales increase of 16.1% vs year ago while butter without the seal have increased at a lower rate of 3.9%.