Demographic and Economic Profiling of U.S. Demand for Probiotics: The Case of Drinkable Yogurt

Abstract

Data from U.S. households for calendar year 2008 were used in examining demographic and economic factors affecting demand for drinkable yogurts using Heckman two-step procedure. Price, region, race and gender of household head were significant drivers of consumption of drinkable yogurts. Statistically significant sample selection bias was observed.Probiotics, drinkable yogurts, Nielsen HomeScan data, Heckman two-step, Consumer/Household Economics, Demand and Price Analysis, D11, D12,