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Consumer adoption of innovative products: the case of soy yoghurts
[Adoption par les consommateurs de produits innovants : le cas des « yaourts » au soja]

Author

Listed:
  • Zohra Bouamra-Mechemache

    (TSE-R - Toulouse School of Economics - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique)

  • Vincent Réquillart

    (TSE-R - Toulouse School of Economics - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique)

  • Louis Sirugue

    (TSE-R - Toulouse School of Economics - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique)

Abstract

As part of a research on substitutions between plant-based and animal-based food products, we study consumer adoption of soy yoghurt. We first show that after 30 years of existence, soy yoghurt represents only 2% of the global yoghurt market. This small market share can be partly explained by prices that are still higher than the prices of cow milk yogurts. This market is still dominated by national brands, particularly because of their large number of varieties (aromas). It can also be explained by a low adoption of soy yogurts by consumers. Indeed, in one year, less than 1% of households buy only soy yogurt while almost 90% of households do not consume soy yogurt at all. In addition, most households that buy soy yogurts also buy yogurt made with cow milk. The probability of adoption of soy products is higher for urban households. Conversely, the existence of children in the household significantly decreases the probability of purchase. Income level plays a role even if its impact remains relatively low.

Suggested Citation

  • Zohra Bouamra-Mechemache & Vincent Réquillart & Louis Sirugue, 2019. "Consumer adoption of innovative products: the case of soy yoghurts [Adoption par les consommateurs de produits innovants : le cas des « yaourts » au soja]," Post-Print hal-02244974, HAL.
    • Handle: RePEc:hal:journl:hal-02244974
    DOI: 10.15454/cmbvjl
    Note: View the original document on HAL open archive server: https://hal.science/hal-02244974
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    References listed on IDEAS

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    1. Mohammed, Rezgar & Murova, Olga & Chidmi, Benaissa, 2017. "Demand for Yogurt in the Trend of Manufacturer Brand and Organic Information," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252728, Southern Agricultural Economics Association.
    2. Arts, Joep W.C. & Frambach, Ruud T. & Bijmolt, Tammo H.A., 2011. "Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 134-144.
    3. Davis, Christopher G. & Blayney, Donald P. & Muhammad, Andrew & Yen, Steven T. & Cooper, Joseph C., 2010. "A Cross-Sectional Analysis of U.S. Yogurt Demand," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(2), pages 1-10, July.
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