A Micro-perspective Analysis of the Demand for Greek and Non-Greek Yogurt in the United States Over Calendar Years 2018 to 2020

Using the Heckman framework, we develop profiles of households who purchase Greek yogurt and non-Greek yogurt and estimate own-price, cross-price, and income elasticities of demand. Attention is centered on the impacts of age, race, education, and ethnicity of the household head, household income, household size, region, the presence of children, and prices of Greek yogurt and non-Greek yogurt. This analysis rests on data acquired from Nielsen pertaining to 164,484 households over calendar years 2018–2020. Own-price elasticities are estimated to be −1.36 for Greek yogurt and −0.70 for non-Greek yogurt. Additionally, these yogurt products are not only substitutes but also necessities.