Fluid Milk Product Sales and Per Capita Sales of Fluid Milk Items: 1979-1999

U.S. fluid milk product sales have increased with the growth in population, but per capita consumption has seen a steady 30-year decline. This decrease in per capita consumption is attributed largely to an ever-increasing beverage market in which milk competes. Processors have recently responded to this decline by developing more varieties of milk (flavors and fat levels) in convenient, ready-to-go packaging consumers can enjoy on the road or away from home.