A Micro-perspective Analysis of the Demand for Greek and Non-Greek Yogurt in the United States Over Calendar Years 2018 to 2020

Authors

• Oral Capps, Texas A & M University - College Station
• Riuxin Jia, Texas A & M University - College Station
• Vikas Mishra, Texas A & M University - College Station
• Macson O. Ogieriakhi, University of Arkansas, FayettevilleFollow

Document Type

Article

Publication Date

5-2024

Keywords

NielsenIQ; Greek Yogurt; non-Greek Yogurt; Heckman maximum likelihood estimator; sample selection bias; probit analysis; household demand analysis

Abstract

Using the Heckman framework, we develop profiles of households who purchase Greek yogurt and non-Greek yogurt and estimate own-price, cross-price, and income elasticities of demand. Attention is centered on the impacts of age, race, education, and ethnicity of the household head, household income, household size, region, the presence of children, and prices of Greek yogurt and non-Greek yogurt. This analysis rests on data acquired from Nielsen pertaining to 164,484 households over calendar years 2018–2020. Own-price elasticities are estimated to be −1.36 for Greek yogurt and −0.70 for non-Greek yogurt. Additionally, these yogurt products are not only substitutes but also necessities.

Citation

Capps O, Jia R, Mishra V, Ogieriakhi M. A Micro-perspective Analysis of the Demand for Greek and Non-Greek Yogurt in the United States Over Calendar Years 2018 to 2020. Journal of Agricultural and Applied Economics. 2024;56(2):329-351. doi:10.1017/aae.2024.11

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.