This article identifies consumer characteristics associated with preferences toward fluid milk alternatives. Using consumer survey data from Samsun province of Turkey and Multinomial Logit model, unpacked and packed fluid milk preferences were analyzed. Based on the results, 14.1% of respondents consumed only unpacked fluid milk, 58.2% consumed only packed fluid milk and 27.7% of respondents consumed both unpacked and packed fluid milk at least once a weak. Multinomial Logit model results indicated that better educated household head, higher income households, younger and female household head and people who agree with "unpacked milk is not healthy" consume more packed fluid milk than do others. Moreover, consumers who agree with statement "price of packed milk is expensive compare to unpacked milk" were less likely to consume packed fluid milk than do others.