The objective of this study is to investigate unpacked and packed fluid milk consumption patterns and preferences among Turkish households by using cross-sectional survey data from 18,278 households. Based on the data, 47.8% of the households consume unpacked milk, 29.3% consume sterilized milk, and 7.9% consume pasteurized fluid milk at least once a month. Results of the multinomial logit model for fluid milk consumption behavior suggest that unpacked fluid milk preference is related positively to household size, income and age of the household head, and negatively to education level of the household head and status of the household wife. Similarly, pasteurized and sterilized fluid milk preferences are related positively to income and the education level of the household head, and negatively to household size and age of the household head. Results from these analyses are used to suggest techniques for marketing fluid milk products to specific segments of the consumer population.