This econometric study covers the latent demand outlook for light and coffee cream containing less than 36-percent butterfat in cartons, bottles, cans, dispenser cans, and other packaging across the states and cities of the United States. Latent demand (in millions of U.S. dollars), or potential industry earnings (P.I.E.) estimates are given across some 13,000 cities in the United States. This statistical approach can prove very useful to distribution and/or sales force strategies. Using econometric models which project fundamental economic dynamics within each state and city, latent demand estimates are created for light and coffee cream containing less than 36-percent butterfat in cartons, bottles, cans, dispenser cans, and other packaging. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.
This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the cities in the United States). This study gives, however, my estimates for the latent demand, or the P.I.E., for light and coffee cream containing less than 36-percent butterfat in cartons, bottles, cans, dispenser cans, and other packaging in the United States. It also shows how the P.I.E. is divided and concentrated across the cities and regional markets of the United States.
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