Retail and Consumer Aspects of the Organic Milk Market
by Carolyn Dimitri and Kathryn M. Venezia
Outlook No. (LDPM-155-01) 18 pp, May 2007
Consumer interest in organic milk has burgeoned, resulting in rapid growth in retail sales of organic milk. New analysis of scanner data from 2004 finds that most purchasers of organic milk are White, high income, and well educated. The data indicate that organic milk purchased carries the USDA organic seal about 60 percent of the time, most organic milk is sold in supermarkets, organic price premiums are large and vary by region, and most organic milk is branded.
Keywords: Organic milk, organic dairy, retailing, private label, scanner data, price premiums, organic consumers
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