Although consumers' fluid milk consumption behavior related to skim milk, low fat milk and whole milk have attracted a lot of attention in the last decade, relatively a few studies have examined the consumers' unprocessed and processed fluid milk consumption. The objective of this study was to analyze consumers' fluid milk consumption and preference in Turkey by using cross-sectional national survey data. The Chi-square test of independence and multinomial logit procedure were used to investigate the selected socioeconomic and demographic characteristics of consumers that determine households' fluid milk consumption choices between unprocessed fluid milk, processed fluid milk and non-consumption choices. Empirical results indicate that unprocessed fluid milk preference is related positively to household size, number of children in family, household income, and age of housewife; and negatively to education level and employment status of housewife. On the other hand, processed fluid milk preferences are related positively to household income, number of children in households and education level of housewife and negatively to household size and age of housewife.