Milk There Are a Number Essay

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Lactose-free milk serves a specific market niche of lactose-intolerant people. Soy and goat milk serve a similar role in delivering the benefits of milk to people with medical or philosophical reasons for avoiding cow's milk. Chocolate milk appeals to people who want the benefits of milk but want to drink candy instead.

There are potential geodemographic segments that are served by some of these products. The Asian community, which has a higher than average degree of lactose intolerance, also has in some areas soy milk as a traditional product. Thus, in areas with high concentrations of Asians, it can be expected that more soy milk products will be available. As noted, it is reasonable that more progressive areas will have different milk selections than will less progressive areas. Thus, there might be different varieties of organic milk, and in more sizes, in such areas.

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The availability of niche market milk like bifidus is also going to be more common in urban areas and more progressive-minded communities (demographic and psychographic variables). Likewise, the selection of milk alternatives is going to be greater. While soy milk has become ubiquitous, alternative milks tend only to be common where there is a high number of vegetarians, vegans or those with different lifestyle or dietary requirements. Again, this hints of psychographics and benefits sought at the most important determinants of market size for those types of milk.

In all, the many different types of milk exhibit market segmentation at its finest. Container sizes reflect demographics and usage; the varieties of milk reflect benefits sought and psychographics, and there may also be geodemographic aspects that help to determine the selection of niche market milk in the supermarket......

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