-93-


estimate for Florida in 1955 was 234.38 pounds per capita.A5/ Both are
estimates of the weighted average per capital consumption based on the
rate for rural, non-farm, fatm and urban residents and the ratios to
total population of each segment. The rural rate of milk consumption
per capital is considerably higher than the urban and rural non-farm
rates. Therefore, the estimate of the United States Department of Agri-
culture and that of Purcell, with heavier weights applied to the rural
population than are applicable for Florida, are probably higher than the
actual fluid milk consumption rate per capital in Florida66/ in 1955.

 From the utilization data presented earlier in this report, it
was possible to calculate :an estimate of total consumption of fluid
milk in all Florida markets in 1959. Expanding average daily sales
indicated a total consumption in 1959 of 1,184.0 million pounds of
fluid milk. This amount was divided by the 1960 total population for
Florida to obtain an estimated per capital consumption of 239.1 pounds
(Table 41). This figure is slightly above Purcell's 1955 estimate for
Florida of 234.4 pounds and slightly below the United States Department
of Agriculture estimate for the South of 256.9 pounds per capital.
Estimated per capital consumption for each market area was obtained by
dividing the estimated total consumption in the area by the area's
1960 population.


TABLE 41.--Estimated Total and Per Capita Consumption of Fluid Milk
 in Florida, by Market Areas, 1959

 Milk Total Estimated Annual
Marketing Consumption Population Per Capita
 Area 1959 1960 Consumption

 Thousand Pounds Number Pounds

Northwest 126,198 598,336 210.9
Northeast 152,358 710,282 214.5
Central 187,362 904,111 207.2
Tampa Bay 277,236 1,079,030 256.9
Southeast 440,832 1,659,801 265.6

 Florida 1,183,986 4,951,560 239.1


 65/ Purcell, J. C., Prospective Demand for Milk and Milk Products
in the South. Experiment, Georgia: Georgia Agricultural Experiment
Stations, SCS Series Bulletin 68, October, 1959.

 66/ For example, Purcell's projected Florida population to 1975
included only 68.6 percent urban, while the 1960 census showed the
State's population was already 73.9 percent urban.