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Why Are Americans Consuming Less Fluid Milk? A Look at Generational Differences in Intake Frequency

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  • Stewart, Hayden
  • Dong, Diansheng
  • Carlson, Andrea

Abstract

Americans are drinking less fluid milk, on average. In this study, ERS researchers find that declining consumption since the 1970s reflects changes in the frequency of fluid milk intake, rather than changes in portions. USDA survey data collected between 1977 and 2008 reveal that Americans are less apt to drink fluid milk with their midday and night- time meals than in earlier years, reducing the total number of consumption occasions per day. Moreover, more recent generations of Americans show greater decreases in consumption frequency, holding constant other factors such as education and race. The majority of Americans born in the 1990s consume fluid milk less often than those born in the 1970s, who, in turn, consume it less often than those born in the 1950s. All other factors constant, as newer generations with reduced demand gradually replace older ones, the population’s average level of consumption of fluid milk may continue to decline.

Suggested Citation

  • Stewart, Hayden & Dong, Diansheng & Carlson, Andrea, 2013. "Why Are Americans Consuming Less Fluid Milk? A Look at Generational Differences in Intake Frequency," Economic Research Report 262223, United States Department of Agriculture, Economic Research Service.
    • Handle: RePEc:ags:uersrr:262223
    DOI: 10.22004/ag.econ.262223
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    References listed on IDEAS

    as
    1. Kaiser, Harry M. & Dong, Diansheng, 2006. "Measuring the Impacts of Generic Fluid Milk and Dairy Marketing," Research Bulletins 121581, Cornell University, Department of Applied Economics and Management.
    2. Hiroshi Mori & Dennis L. Clason & Jay M. Lillywhite, 2006. "Estimating price and income elasticities in the presence of age-cohort effects," Agribusiness, John Wiley & Sons, Ltd., vol. 22(2), pages 201-217.
    3. Davis, Christopher G. & Dong, Diansheng & Blayney, Donald P. & Owens, Ashley, 2010. "An Analysis of U.S. Household Dairy Demand," Technical Bulletins 184308, United States Department of Agriculture, Economic Research Service.
    4. repec:mpr:mprres:2443 is not listed on IDEAS
    5. R. A. Schrimper, 1979. "Demographic Change and the Demand for Food: Discussion," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 61(5), pages 1058-1060.
    6. Lin, Biing-Hwan & Variyam, Jayachandran N. & Allshouse, Jane E. & Cromartie, John, 2003. "Food And Agricultural Commodity Consumption In The United States: Looking Ahead To 2020," Agricultural Economic Reports 33959, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Lin, Biing-Hwan & Buzby, Jean C. & Anekwe, Tobenna D. & Bentley, Jeanine T., 2016. "U.S. Food Commodity Consumption Broken Down by Demographics, 1994-2008," Economic Research Report 262198, United States Department of Agriculture, Economic Research Service.
    2. Syed Badruddoza & Jill J. McCluskey & Andrea C. Carlson, 2022. "Foaming up a milk empire? Projected effects of a dairy merger," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(3), pages 1327-1339, September.
    3. Stewart, Hayden & Kuchler, Fred & Dong, Diansheng & Cessna, Jerry, 2021. "Examining the Decline in U.S. Per Capita Consumption of Fluid Cow’s Milk, 2003–18," Economic Research Report 327183, United States Department of Agriculture, Economic Research Service.
    4. Hayden Stewart & Fred Kuchler & William Hahn, 2021. "Is competition among soft drinks, juices, and other major beverage categories responsible for reducing Americans' milk consumption?," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 731-748, October.
    5. Sharon Raszap Skorbiansky & Monica Saavoss & Hayden Stewart, 2022. "Cow's milk still leads in the United States: The case of cow's, almond, and soy milk," Agricultural Economics, International Association of Agricultural Economists, vol. 53(2), pages 204-214, March.
    6. Rehkamp, Sarah & Canning, Patrick & Birney, Catherine, 2021. "Tracking the U.S. Domestic Food Supply Chain’s Freshwater Use Over Time," Economic Research Report 327191, United States Department of Agriculture, Economic Research Service.
    7. Stewart, Hayden & Kuchler, Fred & Dong, Diansheng & Cessna, Jerry, 2021. "Examining the Decline in U.S. Per Capita Consumption of Fluid Cow’s Milk, 2003–18," USDA Miscellaneous 316500, United States Department of Agriculture.
    8. Kazi, Oishi & Miller, Steven R. & Malone, Trey & Wolf, Christopher A., 2022. "The Changing Role of Fat Perceptions in Fluid Milk Labeling: Would the Dairy Industry Sell More if 2% Milk Was Called “98% Fat Free”?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 53(2), July.
    9. Schott, Lenna & Bernard, John, 2015. "Comparing Consumer's WIllingness to Pay for Conventional, Non-Certified Organic and Organic Milk from Small and Large Farms," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-20, November.

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