IS SOY MILK? THE ECONOMICS OF THE SOY MILK MARKET
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This study uses revealed preferences of consumers to study the consumer benefits from soy milk. The study specifies and estimates structural demand and reduced form models of competition for different milk types using US supermarket scanner data. The introduction of soy milk is used to estimate consumer benefits and valuations. We decompose benefits into two components, competitive and variety effects. Results show relatively small consumer benefits from soy milk.