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Abstract

In response to a steady decline in U.S. veal consumption, veal producers have responded by searching for new demand opportunities. Results from descriptive analysis and a probit model of veal consumer characteristics indicates that veal is typically consumed away from home by an older, caucasian, male professional living in a metropolitan area in the Northeast. Promotion programs targeting this demographic group may provide limited gains. Promotion strategies that target consumers in other geographic regions and demographic groups for at home consumption could potentially lead to larger gains in veal consumption.

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