Economic Research Report No. (ERR-149) 35 pp

May 2013

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

Decreases in intake of fluid milk since the 1970s mainly reflect changes in consumption frequency, not portion sizes. Generational differences in intake frequency have contributed to the per capita decline in intake.

Keywords: fluid milk, fluid milk demand, fluid milk products, intake frequency, consumption frequency, generational differences, cohort effects, portion sizes, demand decline, purchase behavior, consumer choice, consumer habits, childhood habits

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