Urban demand began to grow, as consumer purchasing power increased and milk became regarded as a required daily commodity. Over the last three decades of the 19th century, demand for milk in most parts of the country doubled or, in some cases, tripled. Legislation in 1875 made the adulteration of milk illegal– This combined with a marketing campaign to change the image of milk. The proportion of rural imports by rail as a percentage of total milk consumption in London grew from under 5% in the 1860s to over 96% by the early 20th century. By that point, the supply system for milk was the most highly organized and integrated of any food product.