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The Growing Market for Energy and Sports Drinks in the United States: Can Chocolate Milk Remain a Contender?

Author

Listed:
  • Hu, Yang
  • Dharmasena, Senarath
  • Capps, Oral Jr.
  • Janakiraman, Ramkumar

Abstract

U.S. consumption of chocolate milk is growing as an alternative to sports and energy drinks. Using household-level demographic characteristics and purchase data for chocolate milk, energy drinks, and sports drinks, we estimate three beverage demand models. Own-price elasticities of demand for all beverages are inelastic. Household size, age, education, race, region, the presence of children, and gender are determinants of demand for chocolate milk. Chocolate milk is a substitute for energy drinks and a complement for sports drinks. These results are supportive of repositioning of chocolate milk in the sports/energy drinks market.

Suggested Citation

  • Hu, Yang & Dharmasena, Senarath & Capps, Oral Jr. & Janakiraman, Ramkumar, . "The Growing Market for Energy and Sports Drinks in the United States: Can Chocolate Milk Remain a Contender?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    • Handle: RePEc:ags:jlofdr:305486
    DOI: 10.22004/ag.econ.305486
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    References listed on IDEAS

    as
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    2. Amemiya, Takeshi, 1973. "Regression Analysis when the Dependent Variable is Truncated Normal," Econometrica, Econometric Society, vol. 41(6), pages 997-1016, November.
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    4. Capps, Oral, Jr. & Tsai, Reyfong & Kirby, Raymond & Williams, Gary W., 1994. "A Comparison Of Demands For Meat Products In The Pacific Rim Region," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 19(01), pages 1-15, July.
    5. Dharmasena, Senarath & Capps, Oral, Jr., 2009. "Demand Interrelationships of At-Home Nonalcoholic Beverage Consumption in the United States," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49443, Agricultural and Applied Economics Association.
    6. Capps, Oral Jr. & Dharmasena, Senarath, 2019. "Enhancing the Teaching of Product Substitutes/Complements: A Pedagogical Note on Diversion Ratios," Applied Economics Teaching Resources (AETR), Agricultural and Applied Economics Association, vol. 1(01), June.
    7. Dharmasena, Senarath & Capps, Oral, Jr., 2011. "Is Chocolate Milk the New-Age Energy\Sports Drink in the United States?," 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas 98742, Southern Agricultural Economics Association.
    8. Copeland, Alicia & Dharmasena, Senarath, 2016. "Impact of Increasing Demand for Dairy Alternative Beverages on Dairy Farmer Welfare in the United States," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230044, Southern Agricultural Economics Association.
    9. Peter Kennedy, 2003. "A Guide to Econometrics, 5th Edition," MIT Press Books, The MIT Press, edition 5, volume 1, number 026261183x, December.
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