Type of milk typically consumed, and stated preference, but not health consciousness affect revealed preferences for fat in milk.

Fat is an important source of both pleasure and calories in the diet. Dairy products are a major source of fat in the diet, and understanding preferences for fat in fluid milk can potentially inform efforts to change fat consumption patterns or optimize consumer products. Here, patterns of preference for fat in milk were determined in the laboratory among 100 free living adults using rejection thresholds.