IDEAS home Printed from https://ideas.repec.org/p/ags/iaae18/277087.html
   My bibliography  Save this paper

Rate of success of new dairy products in the UK: how important are health and sustainable claims?

Author

Listed:
  • Costa Font, M.
  • Revoredo-Giha, C.

Abstract

This paper estimates the rate of success of new dairy products in the UK. They are an important strategy applied by manufacturers and retailers when competing. In the current context of decreasing demand for dairy products, the strategy is seen as a way to recapture lost market. The purpose of this study is to measure the degree of uptake of new dairy products in the UK market and the effect that different attributes (e.g., health and sustainability) may have on their acceptance by consumers. We focus on products introduced in 2011 using Mintel s GNPD and their sales were followed up to 2015 using Kantar World panel data. The impact of attributes on the presence of a product in the market was assessed using the Cox s proportional hazards regression. Results indicated that new packaged products have more probability of being successful compared to other launched types. New developed yogurts is the category introducing more new products but with more risk to fail. The presence of convenience (ease of use) and sustainable (ethical) claims decreases the products rate of failure. However, the hazard rates are very small. The opposite was found for products with demographic or health claims. Acknowledgement : The work presented here derives from the Scottish Government Strategic Research Programme 2016-21 on improving primary produce and food and drink production (WP 3.1.1 and 3.1.2) and from the ERANET-SUSDIET project funded by Defra. We are also grateful to AES for funding our participation in this congress and to the SUSDIET partners for their comments. All opinions are solely from the authors.

Suggested Citation

  • Costa Font, M. & Revoredo-Giha, C., 2018. "Rate of success of new dairy products in the UK: how important are health and sustainable claims?," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277087, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae18:277087
    DOI: 10.22004/ag.econ.277087
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/277087/files/876.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.277087?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Hubert Gatignon & David Gotteland & Christophe Haon, 2016. "Making Innovation Last: Volume 2," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-137-57264-6, March.
    2. repec:bla:devpol:v:26:y:2008:i:6:p:657-692 is not listed on IDEAS
    3. John M. Connor, 1981. "Food Product Proliferation: A Market Structure Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 63(4), pages 607-617.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Herrmann, Roland & Schröck, Rebecca, 2011. "Determinanten des Innovationserfolgs: eine Analyse mit Scannerdaten für den deutschen Joghurtmarkt," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 60(03), pages 1-16, August.
    2. Daniel Levy & Andrew T. Young, 2021. "Promise, trust, and betrayal: Costs of breaching an implicit contract," Southern Economic Journal, John Wiley & Sons, vol. 87(3), pages 1031-1051, January.
    3. Capps, Oral, 1986. "Changes in Domestic Demand for Food: Impacts on Southern Agriculture," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 18(1), pages 25-36, July.
    4. Hartl, Jochen & Herrmann, Roland, 2006. "The Role of Business Expectations for New Product Introductions: A Panel Analysis for the German Food Industry," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(2), pages 1-11, July.
    5. AOUINI, Syrine & Gil, Jose M., 2017. "Innovation and Brand Effects on the Consumers’ Demand for Fresh Milk in Spain," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258131, Agricultural and Applied Economics Association.
    6. Connor, John M & Peterson, Everett B, 1992. "Market-Structure Determinants of National Brand-Private Label Price Differences of Manufactured Food Products," Journal of Industrial Economics, Wiley Blackwell, vol. 40(2), pages 157-171, June.
    7. Grunewald, Orlen & Faulds, David J., 1990. "Product Quality And Value For Processed Foods," 1990 Annual meeting, August 5-8, Vancouver, Canada 270913, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    8. Olsthoorn, Mark & Schleich, Joachim & Faure, Corinne, 2019. "Exploring the diffusion of low-energy houses: An empirical study in the European Union," Energy Policy, Elsevier, vol. 129(C), pages 1382-1393.
    9. Jean-Dominique Polack & Philippe Taupin & Hyun In Jo & Jin Yong Jeon, 2022. "Urban Soundscapes in the Imaginaries of Native Digital Users: Guidelines for Soundscape Design," Sustainability, MDPI, vol. 14(2), pages 1-17, January.
    10. Alessandro Bonanno, 2016. "A Hedonic Valuation of Health and Nonhealth Attributes in the U.S. Yogurt Market," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 299-313, July.
    11. Mark D. Jekanowski & James K. Binkley, 2000. "Food purchase diversity across U.S. markets," Agribusiness, John Wiley & Sons, Ltd., vol. 16(4), pages 417-433.
    12. Barry L. Bayus & William P. Putsis, Jr., 1999. "Product Proliferation: An Empirical Analysis of Product Line Determinants and Market Outcomes," Marketing Science, INFORMS, vol. 18(2), pages 137-153.
    13. Edward W. McLaughlin & Vithala R. Rao, 1988. "An exploratory modeling of the decision process of new product selection by supermarket buyers," Agribusiness, John Wiley & Sons, Ltd., vol. 4(2), pages 177-185.
    14. Sarangi, Subrat & Chakraborty, Abhishek & Triantis, Konstantinos P., 2021. "Multimarket competition effects on product line decisions – A multi-objective decision model in fast moving consumer goods industry," Journal of Business Research, Elsevier, vol. 133(C), pages 388-398.
    15. Ing, Charmaine & Christy, Ralph D., 1999. "Analyzing Establishment Growth Within New York Food Manufacturing Industries From 1987 Through 1995," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(1), pages 1-15, March.
    16. Fredericks, Peter J. & McLaughlin, Edward W., 1992. "New Product Procurement: A Summary of Buying Practices and Acceptance Criteria at U.S. Supermarket Chains," Research Bulletins 123087, Cornell University, Department of Applied Economics and Management.
    17. SAKURAKI, Rie & 櫻木, 理江, 2015. "Organizational Inertia and Excessive Product Proliferation," Working Paper Series 189, Center for Japanese Business Studies (HJBS), Graduate School of Commerce and Management Hitotsubashi University.
    18. Lohr, Luanne, 1998. "Welfare Effects Of Eco-Label Proliferation: Too Much Of A Good Thing?," Faculty Series 16642, University of Georgia, Department of Agricultural and Applied Economics.
    19. Haimanti Bhattacharya & Robert Innes, 2016. "Concentration, Product Variety, and Entry-for-Merger: Evidence from New Product Introductions in the U.S. Food Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(5), pages 1360-1376.
    20. Yanhui Zhao & Yufei Zhang & Joyce (Feng) Wang & Wyatt A. Schrock & Roger J. Calantone, 2020. "Brand relevance and the effects of product proliferation across product categories," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1192-1210, November.

    More about this item

    Keywords

    Livestock Production/Industries;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:iaae18:277087. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/iaaeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.