This study measures the impacts of use of nutrition information and household socioeconomic characteristics on market participation and amount purchased of whole-fat and low-fat milks in the South. Data are from the 1987-88 Nationwide Food Consumption Survey. The results showed that use of nutrition information had little effect on purchase levels, but did affect market participation. Results suggest promotion of milk purchases on the basis of nutritional benefits through health professionals and product packaging are useful tools for the dairy industry to attract market participation.
