Studies on the Consumer Behavior for Fluid Milk in Japan

Introduction In Japan, per capita use of fluid milk rose 35.3kg to 40.8kg, gaining an average of 3.7 percent annually between 1986 and 1991, however, consumption of late years has been stagnating and also annual consumption of fluid milk is significantly lower than that of Western nations. It is important that the factor of recent trend on fluid consumption be recognized for increasing consumption level of fluid milk and for supposing future changes on consumption pattern. Hence, we surveyed the consumer behavior for fluid milk, and wish to provide herein a outline of its results.