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Consumer Reaction to Canned Sterlized Whole Milk and Milk Products
OUR
INDUSTRY
TODAY
Consumer Reaction to Canned Sterilized Whole Milk and Milk Products FRANK V. KOSIKOWSKI Department of Food Science, Cornell University, Ithaca, New York 14850 Abstract
A small-scale acceptability study on ultra high-temperature direct steam, sterilized milk and milk products showed relatively little interest by consumers in sterilized whole milk aseptically canned in quarts. Consumer interest in canned, sterilized chocolate milk, whipping cream, and whole milk in half-pints was greater, as indicated by the higher level of purchases. Generally, canned sterilized milk products sold best early in the study period totally or relatively, compared with fresh, pasteurized milk product counterpart, but then declined in popularity, often establishing a plateau-like sales picture. Canned, flavored sterilized milk shakes created an early demand, which maintained a relatively stable state. The availability of canned, sterilized whole milk in half-pints, chocolate beverages, and whipping cream in the dairy store gave some positive indication of having spurred total sales of these three categories of milk products. Enthusiasm of consumers for canned, sterilized milk products was dampened to some degree by technical faults in the products, and a need was indicated for more research activity on the physical and chemical stability of sterilized milk and milk products to give them greater shelf life.
Sterilized milk, in various forms, has made an impact in world areas outside of the United States. As early as 1955, in France and Switzerland, direct steam heating of milk to 150 C for 0.75 sec by the Uperization process was standard practice in factories producing condensed milk. The major emphasis since has shifted toward producing such ultra high-temperature sterilized milk for fluid purposes, packaged in metal cans, paper-aluminum foilbacked cartons, or plastic pouches (1). The novelty of such milk and its conditional acceptance by consumers and health officials is best illustrated in one European country where dairies are permitted to process and aseptically
package sterilized milk in Tetra-pak paperaluminum foil cartons, but thereafter the sterilized milk must be stored and distributed in a chilled state. Ultra high-temperature sterilized milk can be held unrefrigerated for long periods, despite the precautionary refrigerated measure required above. F o r example, ultra high-temperature sterilized milk packaged in Tetra-pak cartons, has a shelf life of about 25 days at ambient temperatures, and packaged in metal cans of from 6 to 12 months. I n the United States, only a very few concerns have adopted direct steam injection ultra high-temperature systems for sterilizing and aseptically canning whole milk and milk products. This is due, in par~, to initial high capital costs, to heavy packaging expense, and to an uncertainty about consumer acceptance of canned, sterilized whole milk products. Inasmuch as it is difficult to assay the potential of products which are not presently found in normal channels of trade, any information about consumer reaction could prove helpful to those contemplating this technical development. The present small-scale study, comparing relative sales of canned sterilized milk and milk products with fresh pasteurized milk counterparts, was conducted to gauge consumer response under conditions which permitted good control over prices, counter displays, and records. I t was not an exhaustive marketing survey, considered geographically, but it did expose canned sterilized milk products to consumers whose incomes made them more likely candidates to consider new foods, generally sold at higher prices. Also, the easy accessibility to such consumers for ascertaining their motivations behind acceptance or rejection of sterilized milk products provides an offsetting advantage. Organization and Methods
The sales study covered the period from A p r i l to December, 1967. I t was conducted wholly at the Cornell University Dairy Store, a self-service store for milk and milk products, catering to faculty, administrative personnel, service staff, students, townspeople, and offcampus visitors. Milk and milk products offered at the store were processed by the Uni1334
OUR
INDUSTRY
versity or by commercial dairy companies and sold at prices comparable in local stores. Canned, sterilized whole milk and milk products were purchased from an outside food titan. These products had been heated by direct steam injection to 149 C for 2.5 sec, cooled to approximately 16 C, and aseptically filled and sealed, using squat quart, pull-tab half-pint, and pull-tab 9.5-ounce metal cans. All the can walls were covered with attractively designed, colored printed paper, listing in block letters the words "sterilized milk" or product, the name of the processing manufacturer, and allowable ingredients as follows: "Sterilized homogenized whole milk fortified with vitamin D, 3.5% butterfat," and a statement that refrigeration was not necessary. The fresh pasteurized homogenized whole milk and milk products were distributed in plastic p a p e r containers lithographed with Cornell University designations. This fresh whole milk was pasteurized at 74 C for 16 sec. Although not required to be chilled, canned sterilized whole milk and milk products were placed in open refrigerated shelves with their fresh milk counterparts, to gain equal customer attention. Prices for each product were listed on small cards inserted in dairy-case panels. Each day the stock of mill< products was inventoried and replenished by a research aide. During A p r i l only three sterilized items were handled, quart cans of sterilized whole milk, half-pint cans of sterilized whole milk, and 9.5-ounce cans of sterilized chocolate drink. Other sterilized products were introduced later. In this month the sterilized whole milk was sold at the same price as the fresh pasteurized whole milk, and the 9.5-ounce can of s~erilized chocolate drink was sold at the same price as the half-pint of pasteurized chocolate milk. The purpose was to note consumer reaction without price being a factor. Beginning in May, the prices of these three sterilized milk products were advanced to a more realistic level reflecting actual costs, and other sterilized products were introduced. The prices of all products from May to the end of the study are listed in Table 1. Half-pints of sterilized whipping cream, because of their lower fat content, were offered at a lower price than half-pints of fresh pasteurized heavy cream. The sale of sterilized milk shakes did not commence until June. During the study, a questionnaire and a brief information circular on sterilized milks were presented to customers by counter checkers. The questionnaire sought to obtain con-
TODAY
1335
TABLE 1. Prices of milk and milk products. Pasteurized
Commodity
Sterilized
--(cents)Whole milk, quart Whole milk, half-pint Chocolate milk, half-pint Chocolate drink, 9.5-ounce can W h i p p i n g cream, half-pint Flavored milk shake, 9.5-ounce can
25 10 10
28 12 12
....
12
37
35
....
19
~umer reaction to canned sterilized milk and the reason for acceptance or rejection, particu]arly in the primary period when price was not a factor. Other reactions were obtained through correspondence and interviews. Results
Canned sterilized mills. Pasteurized homogenized whole milk in quart p a p e r cartons represents the leading commodity marketed in the Cornell Dairy Store. F o r the eight-month study approximately 174,000 quarts of pasteurized whole milk were sold. Purchases were relatively stable for the entire period, with a high of about 24,000 quarts monthly being attained (Fig. 1). Sales of canned sterilized whole milk in quarts during the same eight-month period constituted only a small portion of the total whole milk sold as quarts, approximately 1.4% (Fig'. 1). The highest monthly total was approximately 500 and the lowest about 170 quarts. During A p r i l the prices of fresh pasteurized homogenized milk and the canned sterilized milk were the same, but this had no effect in advancing sales of canned sterilized milk in qua~s to a high peak, despite the good flavor quality of sterilized whole milk at this period. From May, when the price of canned sterilized whole milk was advanced three cents per quart, relative monthly sales, though small, held up steadily for four months, then dropped. Canned sterilized whole milk in half-pint cans initially had a greater relative acceptability than did the same milk in quart cans, perhaps because of the influence of students who like to drink directly from small pull-tab containers (Fig. 2). Of the milk sold in halfpints during the study, 15.6% was canned sterilized whole milk. A f t e r the first month this milk was advanced in price two cents per half-pint, but only ]ate in the study did sales J . DAIRY SCIEI~CE ~¢~OL. 52, NO. 8
1336
JOURNAL OF DAIRY SCIENCE
25,000,
u.i
[-.--
,< STERILIZED WHOLE MILK
500.
~ 20,000,
U.I
n,
400.
~
15,000"
300,
u.I
10,000-
O 200. c~ IzJ N
5,000-
I
----e~ 100'
i.t~
f
500 "~
.mm
0,APR. MA' JUNE JULY AUC
SEPT. OCT. NOV.
APR. MAY JUNE JULY AUG. SEPT. OCT. NOV,
FIG. ]. a. Sales of canned sterilized whole milk in quarts. Fro. 1. b. Total and relative quart sales of canned sterilized whole milk and pasteurized whole milk. 1059
1800
900
1700
,o00j
1
1400
! 5TE,L.O MILk
m~
o
700
U Cl
1300 1200
STERILIZED CHOCOLATE M~LK
~" 600
11D0-
~ 500
Z 1000~
!
9000 400
.J~ 700. 800.
t
60O-
300
500' ,~00.
200
200.
100, APR.
MAY
I
n
100-
I
JUNE JULY AUG. SEPT. OCT,
FIG. 2. Total and relative half-pint sales of canned sterilized whole milk and plastic paperpackaged, pasteurized whole milk. J. DAI~Y SCIENCE ~ 0 L . 52, NO. 8
MAy
m,,
JUNE JULY AUG. SEPT. OCT.
FIG. 3. Total and relative half-pint sales of canned sterilized chocolate milk and plastic paperpackage¢l, pasteurized chocolate milk.
OUt¢ INDUSTRY T O D A Y
1337
700. STERILIZED CREAM FAT
32%
t~ uJ
600,
u z
0
Z
500.
u_ _i <
z.Z... v
7
0 U 0
400,
U
300' MAY
t.) __N
JULY
AUG.
I
SEPT.
m~ OCT.
NOV.
Fro. 5. Total and relative half-plnt sales of sterilized whipping cream and pasteurized heavy cream.
200J
100,
C
JUNE
APR
MAY
IlllVJUNE
JULY A U G . SEPT. OCT. N O V .
Fro. 4. Sales of canned sterilized chocolate drink in 9.5-ounce containers. of the sterilized product decrease relatively. I n the last month they represented about 7.5% of total sales, a value significantly higher than that for sterilized whole milk in quarts. Sterilized chocolate beverages. Sterilized chocolate nfilk in half-pint cans, though two cents more than pasteurized chocolate milk in half-pints, gained a relatively modest percentage of total sales ea~'ly in the period. This share decreased appreciably in the last two months (Fig. 3). For the total period, 9.8% of chocolate milk sales was in the form of half-pints of sterilized chocolate milk. Sterilized chocolate drink, a beverage with its milkfat content below the legal limit of milk, was sold only in 9.5-ounce cans and has no fresh counterpart with which to make comparisons. I t attained a peak in the first month, when the price was only ten cents per unit, then quickly and steadily decreased to very low levels, particularly in October and November (Fig. 4). As a flavor change had been indicated by some consumers of the chocolate drink, part of its drop in popularity may have stemmed from this source. Sterilized cream. An initial high interest by
consumers in canned sterilized whipping cream was manifest, perhaps because the 32%-fat sterilized cream sold for less than the 36%-fat fresh pasteurized heavy cream. I n the first month almost as many half-pints of sterilized whipping cream were sold as half-pints of fresh pasteurized whipping cream (Fig. 5). Relative sales dropped thereafter for a time, then stabilized despite a physical defect in some of the sterilized cream with time. Considering the entire period, about 28.8% of tile whipping cream purchased in half-pints was as a canned sterilized product. Sterilized milk shakes. Comparisons of sales of flavored sterilized milk shakes with counterpart fresh pasteurized product were not possible because of the absence of the latter. Flavored sterilized milk shakes were purchased in the dairy store at the rate of 500 to 600 units per month and this level was maintained fairly constant for practically the total exposure period of five months (Fig. 6). Chocolate-flavored sterilized milk shakes were significantly more popular among consumers than the two other flavors, strawberry and vanilla. Influence of sterilized milk products on total mi/k product sales. Sales of all canned sterilized whole milk and milk products generally declined totally and relatively after their debut, but a fairly stable demand was established for half-pints of sterilized whole milk, chocolate milk, whipping cream, and 9.5-ounce containers of flavored sterilized milk shakes. Furthermore, some evidence was collected that the presence of canned sterilized milk products, with the exception of whole milk in quarts, J . DAIRY SCIENCE ~'OL. 52, NO. 8
1338
JOURNAL
OF
DAII~Y
SCIENCE
400. STERILIZED CHOCOLATE SHAKE V) ~u
STERILIZED STRAWBERRY SHAKE
t9 Z O
300'
< Z
200,
STERILIZED VANILLA SHAKE
..J
w,I
N m
m 100
U.I I--
!
JUNE
JULY
AUG.
SEPT.
OCT,
Fro. 6. Sales of canned, flavored sterilized milk shakes in 9.5-ounce containers. TABLE 2. Total sales of milk and milk produc~s over three years compared at similar time periods, a
Commodity
Milk, quarts Milk, half-pints Chocolate beverages Milk, half-pints Drink, 9.5-ounce Shake, 9.5-ounce W h i p p i n g cream, half-pints
1966 No sterilized milk products available
1967 Sterilized milk products included b
1968 No sterilized milk products available
190,990 10,478 9,572
(Units sold) 175,919 10,676 10,067
154,267 8,335 7~017
2,982
3,812
2,616
a Time periods are those shown in Fig. 1 to 6. b 1967--Comprised of paper-packaged pasteurized and canned sterilized milk and milk products indicated in body of report. creates impulse buying, which increases total purchases of milk products. The sales of milk products in the Cornell Dairy Store, during the test period in 1967 when sterilized milk products were available, was compared with similar periods in 1966 and 1968, when no sterilized milk products were available (Table 2). I n the period when canned sterilized milk products were available, the total sales of fresh pasteurized and of sterilized whole milk products in three categories were the highest (Table 2). No increase occurred for whole milk in J. DAIRY SCIENCE VOL. 52, NO, 8
quarts, perhaps because acceptability by consumers of canned sterilized whole milk in quarts was negligible. Discussion
The present limited study shows that canned sterilized milk and milk products have an initial appeal to consumers but that some have much more appeal than others. Canned sterilized whole milk in quarts, even when sold at the same price as that of fresh pasteurized whole milk, did not attract many consumers. On
OUR INDUSTRY TODAY the other hand, canned sterilized whipping cream, chocolate milk, and whole milk in halfpints initially attracted relatively many purchasers and these products retained respectable sales strength as the study proceeded. Canned flavored sterilized milk shakes also established a stable demand. Limitations of the present study, including only one distribution outlet, do not negate its obvious informational value so long as farreaching generalizations are avoided. Though records on sterilized milk product sales were obtained over a year ago, none of the conditions of processing and distribution have changed significantly and, therefore, no reason exists to believe the information obtained at that period does not fit the present. A number of explanations exist why canned sterilized whole milk and milk products, with time, dropped in popularity compared absolutely or relatively with their fresh pasteurized milk counterparts. First, the novelty of having such products available wore off after the first month. As indicated by the questionnaire, consumers were curious. Secondly, higher price differentials undoubtedly adversely influenced the sale of sterilized chocolate beverage and whole milk in half-pints, despite a negligible influence on sterilized whole milk in quarts. Thirdly, technical faults in the sterilized milk products played a role. Although these products generally were initially of very good quality, one lot of sterilized whole milk was overheated and another lot was bitter from growth of flat-sour organisms. Also, of course, there was an inevitable chemical attrition against flavor, with time, giving the whole milk a slightly oxidized, tallowy type of flavor. F u r thermore, with sterilized whipping cream, a portion of one lot sweet-curdled in the can, making it exasperating for consumers to find no cream coming out of punctured cans. As one consumer said about his sterilized cream which had jelled: "Back to the drawing boards for this product." The sterilized chocolate milk offered no great technical problems, and no criticisms were made, but sterilized chocolate drink dropped drastically in sales, perhaps because it could not emnpete with the richer flavor of sterilized chocolate milk and because of some noticeable flavor changes during storage. The three factors: novelty, price differ-
1339
ential, and irregular technical defects of the product, all played a role in acceptability, the most decisive one, perhaps, being defects. I t is in the production of uniform flavor and texture stability that research is urgently needed. Consumers offered some concrete opinions, many good-natured and objective, on canned sterilized milk and milk products. A few are listed : "The sterilized milk products have great possibilities for camping and storage convenience." "This product (sterilized whole milk) has the typical cooked flavor of evaporated milk." "Kids love the (sterilized) chocolate milk, but they don't really like the (sterilized) white milk." "Excellent products to have on hand in case of emergencies." "The caramel flavor of sterilized whole milk was too strong'." "The quart (squat) sterilized milk can is too bulky." "All my children like the sterilized chocolate milk." "Even though the sterilized cream had to be spooned out, it is a good product." One group of 36 consumers was interviewed after indicating they had purchased sterilized whole milk in this study. F o u r of these consumers indicated they would buy sterilized milk regularly, 24 stated they were favorably impressed but would buy the milk from time to time for special purposes as they still preferred fresh pasteurized whole milk, and eight consumers stated they would never again purchase sterilized whole milk. Acknowledg merits
Appreciation for the valuable aid and cooperation rendered in this project is expressed to the following Cornell University students : David Brown, Brook Breslow, and Fred Barry, and to Fred Hoefer, General Manager of the Cornell Dairy Store. Reference
(1) Burton, H., J. Pien, and G. Thieulim 1965. Milk Sterilization. FAO Agricultural Studies, No. 65. I~AO, Rome. Columbia University Press, International Documents Service, 2960 Broadway, New York.
ft. DAIRY S o ~ N e m
Vo~. 52, No. 8
INDUSTRY
TODAY
Consumer Reaction to Canned Sterilized Whole Milk and Milk Products FRANK V. KOSIKOWSKI Department of Food Science, Cornell University, Ithaca, New York 14850 Abstract
A small-scale acceptability study on ultra high-temperature direct steam, sterilized milk and milk products showed relatively little interest by consumers in sterilized whole milk aseptically canned in quarts. Consumer interest in canned, sterilized chocolate milk, whipping cream, and whole milk in half-pints was greater, as indicated by the higher level of purchases. Generally, canned sterilized milk products sold best early in the study period totally or relatively, compared with fresh, pasteurized milk product counterpart, but then declined in popularity, often establishing a plateau-like sales picture. Canned, flavored sterilized milk shakes created an early demand, which maintained a relatively stable state. The availability of canned, sterilized whole milk in half-pints, chocolate beverages, and whipping cream in the dairy store gave some positive indication of having spurred total sales of these three categories of milk products. Enthusiasm of consumers for canned, sterilized milk products was dampened to some degree by technical faults in the products, and a need was indicated for more research activity on the physical and chemical stability of sterilized milk and milk products to give them greater shelf life.
Sterilized milk, in various forms, has made an impact in world areas outside of the United States. As early as 1955, in France and Switzerland, direct steam heating of milk to 150 C for 0.75 sec by the Uperization process was standard practice in factories producing condensed milk. The major emphasis since has shifted toward producing such ultra high-temperature sterilized milk for fluid purposes, packaged in metal cans, paper-aluminum foilbacked cartons, or plastic pouches (1). The novelty of such milk and its conditional acceptance by consumers and health officials is best illustrated in one European country where dairies are permitted to process and aseptically
package sterilized milk in Tetra-pak paperaluminum foil cartons, but thereafter the sterilized milk must be stored and distributed in a chilled state. Ultra high-temperature sterilized milk can be held unrefrigerated for long periods, despite the precautionary refrigerated measure required above. F o r example, ultra high-temperature sterilized milk packaged in Tetra-pak cartons, has a shelf life of about 25 days at ambient temperatures, and packaged in metal cans of from 6 to 12 months. I n the United States, only a very few concerns have adopted direct steam injection ultra high-temperature systems for sterilizing and aseptically canning whole milk and milk products. This is due, in par~, to initial high capital costs, to heavy packaging expense, and to an uncertainty about consumer acceptance of canned, sterilized whole milk products. Inasmuch as it is difficult to assay the potential of products which are not presently found in normal channels of trade, any information about consumer reaction could prove helpful to those contemplating this technical development. The present small-scale study, comparing relative sales of canned sterilized milk and milk products with fresh pasteurized milk counterparts, was conducted to gauge consumer response under conditions which permitted good control over prices, counter displays, and records. I t was not an exhaustive marketing survey, considered geographically, but it did expose canned sterilized milk products to consumers whose incomes made them more likely candidates to consider new foods, generally sold at higher prices. Also, the easy accessibility to such consumers for ascertaining their motivations behind acceptance or rejection of sterilized milk products provides an offsetting advantage. Organization and Methods
The sales study covered the period from A p r i l to December, 1967. I t was conducted wholly at the Cornell University Dairy Store, a self-service store for milk and milk products, catering to faculty, administrative personnel, service staff, students, townspeople, and offcampus visitors. Milk and milk products offered at the store were processed by the Uni1334
OUR
INDUSTRY
versity or by commercial dairy companies and sold at prices comparable in local stores. Canned, sterilized whole milk and milk products were purchased from an outside food titan. These products had been heated by direct steam injection to 149 C for 2.5 sec, cooled to approximately 16 C, and aseptically filled and sealed, using squat quart, pull-tab half-pint, and pull-tab 9.5-ounce metal cans. All the can walls were covered with attractively designed, colored printed paper, listing in block letters the words "sterilized milk" or product, the name of the processing manufacturer, and allowable ingredients as follows: "Sterilized homogenized whole milk fortified with vitamin D, 3.5% butterfat," and a statement that refrigeration was not necessary. The fresh pasteurized homogenized whole milk and milk products were distributed in plastic p a p e r containers lithographed with Cornell University designations. This fresh whole milk was pasteurized at 74 C for 16 sec. Although not required to be chilled, canned sterilized whole milk and milk products were placed in open refrigerated shelves with their fresh milk counterparts, to gain equal customer attention. Prices for each product were listed on small cards inserted in dairy-case panels. Each day the stock of mill< products was inventoried and replenished by a research aide. During A p r i l only three sterilized items were handled, quart cans of sterilized whole milk, half-pint cans of sterilized whole milk, and 9.5-ounce cans of sterilized chocolate drink. Other sterilized products were introduced later. In this month the sterilized whole milk was sold at the same price as the fresh pasteurized whole milk, and the 9.5-ounce can of s~erilized chocolate drink was sold at the same price as the half-pint of pasteurized chocolate milk. The purpose was to note consumer reaction without price being a factor. Beginning in May, the prices of these three sterilized milk products were advanced to a more realistic level reflecting actual costs, and other sterilized products were introduced. The prices of all products from May to the end of the study are listed in Table 1. Half-pints of sterilized whipping cream, because of their lower fat content, were offered at a lower price than half-pints of fresh pasteurized heavy cream. The sale of sterilized milk shakes did not commence until June. During the study, a questionnaire and a brief information circular on sterilized milks were presented to customers by counter checkers. The questionnaire sought to obtain con-
TODAY
1335
TABLE 1. Prices of milk and milk products. Pasteurized
Commodity
Sterilized
--(cents)Whole milk, quart Whole milk, half-pint Chocolate milk, half-pint Chocolate drink, 9.5-ounce can W h i p p i n g cream, half-pint Flavored milk shake, 9.5-ounce can
25 10 10
28 12 12
....
12
37
35
....
19
~umer reaction to canned sterilized milk and the reason for acceptance or rejection, particu]arly in the primary period when price was not a factor. Other reactions were obtained through correspondence and interviews. Results
Canned sterilized mills. Pasteurized homogenized whole milk in quart p a p e r cartons represents the leading commodity marketed in the Cornell Dairy Store. F o r the eight-month study approximately 174,000 quarts of pasteurized whole milk were sold. Purchases were relatively stable for the entire period, with a high of about 24,000 quarts monthly being attained (Fig. 1). Sales of canned sterilized whole milk in quarts during the same eight-month period constituted only a small portion of the total whole milk sold as quarts, approximately 1.4% (Fig'. 1). The highest monthly total was approximately 500 and the lowest about 170 quarts. During A p r i l the prices of fresh pasteurized homogenized milk and the canned sterilized milk were the same, but this had no effect in advancing sales of canned sterilized milk in qua~s to a high peak, despite the good flavor quality of sterilized whole milk at this period. From May, when the price of canned sterilized whole milk was advanced three cents per quart, relative monthly sales, though small, held up steadily for four months, then dropped. Canned sterilized whole milk in half-pint cans initially had a greater relative acceptability than did the same milk in quart cans, perhaps because of the influence of students who like to drink directly from small pull-tab containers (Fig. 2). Of the milk sold in halfpints during the study, 15.6% was canned sterilized whole milk. A f t e r the first month this milk was advanced in price two cents per half-pint, but only ]ate in the study did sales J . DAIRY SCIEI~CE ~¢~OL. 52, NO. 8
1336
JOURNAL OF DAIRY SCIENCE
25,000,
u.i
[-.--
,< STERILIZED WHOLE MILK
500.
~ 20,000,
U.I
n,
400.
~
15,000"
300,
u.I
10,000-
O 200. c~ IzJ N
5,000-
I
----e~ 100'
i.t~
f
500 "~
.mm
0,APR. MA' JUNE JULY AUC
SEPT. OCT. NOV.
APR. MAY JUNE JULY AUG. SEPT. OCT. NOV,
FIG. ]. a. Sales of canned sterilized whole milk in quarts. Fro. 1. b. Total and relative quart sales of canned sterilized whole milk and pasteurized whole milk. 1059
1800
900
1700
,o00j
1
1400
! 5TE,L.O MILk
m~
o
700
U Cl
1300 1200
STERILIZED CHOCOLATE M~LK
~" 600
11D0-
~ 500
Z 1000~
!
9000 400
.J~ 700. 800.
t
60O-
300
500' ,~00.
200
200.
100, APR.
MAY
I
n
100-
I
JUNE JULY AUG. SEPT. OCT,
FIG. 2. Total and relative half-pint sales of canned sterilized whole milk and plastic paperpackaged, pasteurized whole milk. J. DAI~Y SCIENCE ~ 0 L . 52, NO. 8
MAy
m,,
JUNE JULY AUG. SEPT. OCT.
FIG. 3. Total and relative half-pint sales of canned sterilized chocolate milk and plastic paperpackage¢l, pasteurized chocolate milk.
OUt¢ INDUSTRY T O D A Y
1337
700. STERILIZED CREAM FAT
32%
t~ uJ
600,
u z
0
Z
500.
u_ _i <
z.Z... v
7
0 U 0
400,
U
300' MAY
t.) __N
JULY
AUG.
I
SEPT.
m~ OCT.
NOV.
Fro. 5. Total and relative half-plnt sales of sterilized whipping cream and pasteurized heavy cream.
200J
100,
C
JUNE
APR
MAY
IlllVJUNE
JULY A U G . SEPT. OCT. N O V .
Fro. 4. Sales of canned sterilized chocolate drink in 9.5-ounce containers. of the sterilized product decrease relatively. I n the last month they represented about 7.5% of total sales, a value significantly higher than that for sterilized whole milk in quarts. Sterilized chocolate beverages. Sterilized chocolate nfilk in half-pint cans, though two cents more than pasteurized chocolate milk in half-pints, gained a relatively modest percentage of total sales ea~'ly in the period. This share decreased appreciably in the last two months (Fig. 3). For the total period, 9.8% of chocolate milk sales was in the form of half-pints of sterilized chocolate milk. Sterilized chocolate drink, a beverage with its milkfat content below the legal limit of milk, was sold only in 9.5-ounce cans and has no fresh counterpart with which to make comparisons. I t attained a peak in the first month, when the price was only ten cents per unit, then quickly and steadily decreased to very low levels, particularly in October and November (Fig. 4). As a flavor change had been indicated by some consumers of the chocolate drink, part of its drop in popularity may have stemmed from this source. Sterilized cream. An initial high interest by
consumers in canned sterilized whipping cream was manifest, perhaps because the 32%-fat sterilized cream sold for less than the 36%-fat fresh pasteurized heavy cream. I n the first month almost as many half-pints of sterilized whipping cream were sold as half-pints of fresh pasteurized whipping cream (Fig. 5). Relative sales dropped thereafter for a time, then stabilized despite a physical defect in some of the sterilized cream with time. Considering the entire period, about 28.8% of tile whipping cream purchased in half-pints was as a canned sterilized product. Sterilized milk shakes. Comparisons of sales of flavored sterilized milk shakes with counterpart fresh pasteurized product were not possible because of the absence of the latter. Flavored sterilized milk shakes were purchased in the dairy store at the rate of 500 to 600 units per month and this level was maintained fairly constant for practically the total exposure period of five months (Fig. 6). Chocolate-flavored sterilized milk shakes were significantly more popular among consumers than the two other flavors, strawberry and vanilla. Influence of sterilized milk products on total mi/k product sales. Sales of all canned sterilized whole milk and milk products generally declined totally and relatively after their debut, but a fairly stable demand was established for half-pints of sterilized whole milk, chocolate milk, whipping cream, and 9.5-ounce containers of flavored sterilized milk shakes. Furthermore, some evidence was collected that the presence of canned sterilized milk products, with the exception of whole milk in quarts, J . DAIRY SCIENCE ~'OL. 52, NO. 8
1338
JOURNAL
OF
DAII~Y
SCIENCE
400. STERILIZED CHOCOLATE SHAKE V) ~u
STERILIZED STRAWBERRY SHAKE
t9 Z O
300'
< Z
200,
STERILIZED VANILLA SHAKE
..J
w,I
N m
m 100
U.I I--
!
JUNE
JULY
AUG.
SEPT.
OCT,
Fro. 6. Sales of canned, flavored sterilized milk shakes in 9.5-ounce containers. TABLE 2. Total sales of milk and milk produc~s over three years compared at similar time periods, a
Commodity
Milk, quarts Milk, half-pints Chocolate beverages Milk, half-pints Drink, 9.5-ounce Shake, 9.5-ounce W h i p p i n g cream, half-pints
1966 No sterilized milk products available
1967 Sterilized milk products included b
1968 No sterilized milk products available
190,990 10,478 9,572
(Units sold) 175,919 10,676 10,067
154,267 8,335 7~017
2,982
3,812
2,616
a Time periods are those shown in Fig. 1 to 6. b 1967--Comprised of paper-packaged pasteurized and canned sterilized milk and milk products indicated in body of report. creates impulse buying, which increases total purchases of milk products. The sales of milk products in the Cornell Dairy Store, during the test period in 1967 when sterilized milk products were available, was compared with similar periods in 1966 and 1968, when no sterilized milk products were available (Table 2). I n the period when canned sterilized milk products were available, the total sales of fresh pasteurized and of sterilized whole milk products in three categories were the highest (Table 2). No increase occurred for whole milk in J. DAIRY SCIENCE VOL. 52, NO, 8
quarts, perhaps because acceptability by consumers of canned sterilized whole milk in quarts was negligible. Discussion
The present limited study shows that canned sterilized milk and milk products have an initial appeal to consumers but that some have much more appeal than others. Canned sterilized whole milk in quarts, even when sold at the same price as that of fresh pasteurized whole milk, did not attract many consumers. On
OUR INDUSTRY TODAY the other hand, canned sterilized whipping cream, chocolate milk, and whole milk in halfpints initially attracted relatively many purchasers and these products retained respectable sales strength as the study proceeded. Canned flavored sterilized milk shakes also established a stable demand. Limitations of the present study, including only one distribution outlet, do not negate its obvious informational value so long as farreaching generalizations are avoided. Though records on sterilized milk product sales were obtained over a year ago, none of the conditions of processing and distribution have changed significantly and, therefore, no reason exists to believe the information obtained at that period does not fit the present. A number of explanations exist why canned sterilized whole milk and milk products, with time, dropped in popularity compared absolutely or relatively with their fresh pasteurized milk counterparts. First, the novelty of having such products available wore off after the first month. As indicated by the questionnaire, consumers were curious. Secondly, higher price differentials undoubtedly adversely influenced the sale of sterilized chocolate beverage and whole milk in half-pints, despite a negligible influence on sterilized whole milk in quarts. Thirdly, technical faults in the sterilized milk products played a role. Although these products generally were initially of very good quality, one lot of sterilized whole milk was overheated and another lot was bitter from growth of flat-sour organisms. Also, of course, there was an inevitable chemical attrition against flavor, with time, giving the whole milk a slightly oxidized, tallowy type of flavor. F u r thermore, with sterilized whipping cream, a portion of one lot sweet-curdled in the can, making it exasperating for consumers to find no cream coming out of punctured cans. As one consumer said about his sterilized cream which had jelled: "Back to the drawing boards for this product." The sterilized chocolate milk offered no great technical problems, and no criticisms were made, but sterilized chocolate drink dropped drastically in sales, perhaps because it could not emnpete with the richer flavor of sterilized chocolate milk and because of some noticeable flavor changes during storage. The three factors: novelty, price differ-
1339
ential, and irregular technical defects of the product, all played a role in acceptability, the most decisive one, perhaps, being defects. I t is in the production of uniform flavor and texture stability that research is urgently needed. Consumers offered some concrete opinions, many good-natured and objective, on canned sterilized milk and milk products. A few are listed : "The sterilized milk products have great possibilities for camping and storage convenience." "This product (sterilized whole milk) has the typical cooked flavor of evaporated milk." "Kids love the (sterilized) chocolate milk, but they don't really like the (sterilized) white milk." "Excellent products to have on hand in case of emergencies." "The caramel flavor of sterilized whole milk was too strong'." "The quart (squat) sterilized milk can is too bulky." "All my children like the sterilized chocolate milk." "Even though the sterilized cream had to be spooned out, it is a good product." One group of 36 consumers was interviewed after indicating they had purchased sterilized whole milk in this study. F o u r of these consumers indicated they would buy sterilized milk regularly, 24 stated they were favorably impressed but would buy the milk from time to time for special purposes as they still preferred fresh pasteurized whole milk, and eight consumers stated they would never again purchase sterilized whole milk. Acknowledg merits
Appreciation for the valuable aid and cooperation rendered in this project is expressed to the following Cornell University students : David Brown, Brook Breslow, and Fred Barry, and to Fred Hoefer, General Manager of the Cornell Dairy Store. Reference
(1) Burton, H., J. Pien, and G. Thieulim 1965. Milk Sterilization. FAO Agricultural Studies, No. 65. I~AO, Rome. Columbia University Press, International Documents Service, 2960 Broadway, New York.
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Vo~. 52, No. 8