View Abstract
We exploit the variation in the rollout of refrigerated almond milk across US retail stores from 2008 through 2010 to estimate the causal effects on cowÕs milk and soymilk. Using monthly retail store scanner data, we find that introducing almond milk reduced retail quantities of soymilk (3.6%) and lactose-free cowÕs milk (3%), with smaller effects on organic (2%) and conventional cowÕs milk (1%). Effects are larger in stores that adopted earlier or reached higher almond milk shares. Our econometric estimates indicate significant displacement of per capita consumption of soymilk and lactose-free cowÕs milk but not conventional cowÕs milk.
