Is Chocolate Milk the New-Age Energy\Sports Drink in the United States?

Abstract

Data from U.S. households for calendar year 2008 were used in examining demographic and economic factors affecting demand for chocolate milk using Heckman two-step procedure. Price, income, age, education, region, race, Hispanic status, and presence of children were significant drivers of consumption of chocolate milk. Sample selection bias was statistically significant.Chocolate milk, Nielsen HomeScan data, Heckman two-step, Consumer/Household Economics, Demand and Price Analysis, D11, D12,