Unraveling the Demand for New-Age Dairy Alternative Functional Beverages: The Case of Almond Milk Demand in the United States
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There are many different types of non-alcoholic beverages available in the United States today compared to a decade ago. Along with the increased number of beverage choices, the functionality and health dimensions of the beverages have also changed over the years. Recently, calcium and vitamin fortified dairy alternative beverages have entered the market to compete with conventional milk. Knowledge of price sensitivity, substitutes/complements, and demographic profiling with respect to consumption of dairy alternative beverages is important for manufacturers, retailers, advertisers, nutritionists, and other stakeholders from a competitive intelligence and strategic decision-making perspective. Using nationally representative household level data from 62,042 households, factors affecting the consumer demand for almond milk were estimated. Market competitiveness and a profile of the demographics consuming almond milk in the United States were also determined. Moreover, own-price, cross-price, and income elasticities for almond milk were estimated to determine the competitiveness of almond milk vis-à-vis dairy milk and soymilk. This information will be useful for almond milk manufacturers, wholesalers, and retailers for strategic pricing decisions as well as government policy makers to implement policies related to food and nutrition.
Kosub, Brooke (2015). Unraveling the Demand for New-Age Dairy Alternative Functional Beverages: The Case of Almond Milk Demand in the United States. Undergraduate Research Scholars Program. Available electronically from