U.S. Consumer Demand for Traditional and Greek Yogurt Attributes, Including Livestock Management Attributes

Courtney Bir,Nicole Olynk Widmar,Michael S Delgado

doi:10.1017/age.2020.12

Courtney Bir, Nicole Olynk Widmar + Show 1 more

Open Access

https://doi.org/10.1017/age.2020.12

Copy DOI

Abstract

AbstractConsumer willingness to pay (WTP) for yogurt attributes was evaluated using a survey targeted to be nationally representative within the United States. A novel approach was used to allow for self-selection into the choice experiment for commonly purchased types of yogurt, either Greek or traditional, based on what consumers purchase. They were willing to pay a positive amount for requiring pasture access and not permitting dehorning/disbudding (which references the removal of horns or horn buds) for both traditional and Greek yogurt. Respondents had positive WTP for Greek yogurt labeled free of high-fructose corn syrup and a higher WTP for low-fat yogurt when compared to nonfat for both yogurt types.

Highlights

Yogurt, one of the many popular products that can be made from dairy milk, is an ancient food, whose health benefits appeared in writing as early as 6000 BC (Fisberg and Machado 2015)
This work aims to build on previous findings by evaluating consumer willingness to pay (WTP) for attributes associated with pasture access, dehorning/disbudding of dairy cattle, and Greek and traditional yogurt that is labeled free of high-fructose corn syrup and/or nonfat
Differences were found between the demographics of those who did and did not purchase yogurt

Summary

Introduction

One of the many popular products that can be made from dairy milk, is an ancient food, whose health benefits appeared in writing as early as 6000 BC (Fisberg and Machado 2015). By today’s standards yogurt is broadly defined as a fermented milk product that provides digested lactose (Fisberg and Machado 2015). Today’s yogurt products come in a variety of fat contents, including: low-fat (made from low-fat milk or part skim milk with between 0.5 and 2 percent milk fat) and nonfat (made from skim milk with less than 0.5 percent milkfat) (NYA 2019). Yogurt comes in many forms, such as traditional, Greek, whipped, drinkable, and fruit on the bottom. Greek yogurt, which has more protein than traditional yogurt, has fueled the growth of the yogurt market after first being introduced in 2007 to the United States by Chobani (Meyer 2019)

Objectives

Methods

Results

Discussion

Conclusion