Forecasting fluid milk and cheese demands for the next decade

Predictions of future market demands and farm prices for dairy products are important determinants in developing marketing strategies and farm-production planning decisions. The objective of this report was to use current aggregate forecast data, combined with existing econometric models of demand and supply, to forecast retail demands for fluid milk and cheese and the supply and price of farm milk over the next decade. In doing so, we can investigate whether projections of population and consumer food-spending patterns will extend or alter current consumption trends and examine the implications of future generic advertising strategies for dairy products. To conduct the forecast simulations and appropriately allocate the farm milk supply to various uses, we used a partial equilibrium model of the US domestic dairy sector that segmented the industry into retail, wholesale, and farm markets. Model simulation results indicated that declines in retail per capita demand would persist but at a reduced rate from years past and that retail per capita demand for cheese would continue to grow and strengthen over the next decade. These predictions rely on expected changes in the size of populations of various ages, races, and ethnicities and on existing patterns of spending on food at home and away from home. The combined effect of these forecasted changes in demand levels was reflected in annualized growth in the total farm-milk supply that was similar to growth realized during the past few years. Although we expect nominal farm milk prices to increase over the next decade, we expect real prices (relative to assumed growth in feed costs) to remain relatively stable and show no increase until the end of the forecast period. Supplemental industry model simulations also suggested that net losses in producer revenues would result if only nominal levels of generic advertising spending were maintained in forthcoming years. In fact, if real generic advertising expenditures are increased relative to 2005 levels, returns to the investment in generic advertising can be improved. Specifically, each additional real dollar invested in generic advertising for fluid milk and cheese products over the forecast period would result in an additional 5.61 dollars in producer revenues.