DEVELOPMENT OF MILK CONSUMPTION AND MARKETING ANALYSIS OF ITS DEMAND

The strategy of most households is to eliminate the negative effects of economic changes related mainly to the economic crisis by mobilizing available resources and reducing costs, but which cloud lead to a decrease in food consumption and changes in consumption patterns. Pensions and prices are factors that shape the demand for food and other estates. Both of these factors guarantee the economic viability of nutrition. Paper analyzes the development of the of milk consumption and level of its substitution by milk products. There was quantified the elasticity of demand and estimated own price elasticity and income elasticity. For the past 17 years, consumption of milk, except cheese, cottage cheese, sour milk products and butter, decreased. Expressed by linear regression model in recent years (since 1995) in Slovakia occurred overall reduction in the consumption of milk and dairy products by an average of 0.988 kg per capita per year. This development was mainly conditioned by the annual descent of demand for milk