-91-


The Webb projection is based on a comparison of Florida with other states
that have grown mainly as a result of a large number of migrants annually
entering the State. Normally, there appears to be a cycle with a decade
of large growth in population followed by a decade of "rest and assimi-
lation" of the new residents into the economic, social and political
streams of the state. The fact that Florida has had two decades of in-
creasing rates of population indicates strongly that the decade 1960-1970
should be a period of somewhat slower increase in migration and hence in
total population growth. The Little projections assume that a smaller
decline in over-all growth will occur along with a "moderate shift" of
growth from the east coast to the west coast.63/

 Based on the two projections of 1970 population, the estimated
population of each Florida market was determined (Table 40), Webb's
projection indicates an increase by 1970 of slightly over one and one-
half million persons. No estimates of area growth rates were given by
Webb. Therefore, the current ratio of area to total population was used
to allocate the increase in population among the five areas. On this
basis, Northwest Florida will have 785,000 residents, Northeast Florida
923,750, Central Florida 1,186,9.00, Tampa Bay 1,416,350 and Southeast
Florida 2,178,800.

 The population projection of the Arthur D. Little, Inc. study
included estimates of the rate of growth by areas. The areas delineated
did not coincide exactly with the five milk marketing areas. It was
possible, however, to use them for allocating by markets the expected
increases in population. The Little population estimate for the State
was a total of 7,142,000 in 1970. Over one-third of this increase would
be in Southeast Florida, with lesser amounts in the other four areas.
If the projected rate of growth in each area is achieved, Northwest
Florida will have a population in 1970 of 721,342, Northeast Florida
942,700, Central Florida 1,457,000, Tampa Bay 1,578,400 and Southeast
Florida 2,442,600.


 Estimated Per Capita Consumption
 of Fluid Milk Products

 Two recent studies of the demand for fluid milk have included
estimates of per capital consumption. The United States Department of
Agriculture household food consumption studies estimated per capital
consumption in the South in 1955 at 256.9 pounds.6i4 Purcell's


 63/ Ibid., p. 4.

 64/ United States Department of Agriculture, Food Consumption
in the South. Report No. 4. Washington, D. C.: Agricultural Research
Service and Agricultural Marketing Service, December 1956.