This research uses survey research to identify the demographics and attributes of milk that affect the purchase decision. The attributes of milk that drive purchase interest are fresh tasting, safe, high in quality, healthy, high in nutrition, :flavorful, a good value for the money, and reasonably priced. The attributes that are the focus of the labels tested by this study are only slightly to somewhat desirable to the general milk-purchasing population while price and brand are somewhat desirable. Demographics are related to milk purchasing behavior. There is a niche group of consumers that purchases organic milk regularly.