Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Consumer Values: A Hidden Motivator of Private Label Consumption Read chapter Read first chapter

2020 | OriginalPaper | Chapter

“I’d like to, but I Can’t”. Store Brands’ Limited Exploitation of the Gluten-Free Opportunity

Authors : Edoardo Fornari, Alessandro Iuffmann Ghezzi, Daniele Fornari

Published in: Advances in National Brand and Private Label Marketing

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Over recent years, Free-From food products have shown a significant increase in consumption internationally. Retailers from the Modern Grocery Distribution (MGD) are taking advantage of this positive trend by extending their assortment in the area, thus benefitting remarkably in terms of sales and margins. The present work is focused on the Gluten-Free segment; through an analysis of Italian IRI sell-out data from 2014 to 2019, our results show a considerably positive sales increase, albeit slightly diminishing during the last two years. However, Store Brands (SBs) are only partially exploiting this opportunity since their contribution to the overall turnover of Gluten-Free products has been limited; this is mainly due to a lack in assortment depth.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Impact of CSR Initiatives on Consumer’s Perceptions and Attitudes Towards Retailers
next chapter A View of Retailing Formats Based on the Assortment Dimension: An Analysis in the Spanish Context
Footnotes
1
Source: Osservatorio Immagino, Nielsen GS1 Italy, 2019/1 edition, “Le etichette dei prodotti raccontano i consumi degli italiani”.
 
2
2018 data relative to the Italian market show that assortment share of products claimed as Gluten-Free within MGD stores was 11.9%. This figure, however, includes categories like pre-packed processed meats, fresh pre-packed cow meats, ketchup and mayonnaise, all of which are naturally free of gluten [Source: Osservatorio Immagino, Nielsen GS1 Italy, 2019/1 edition, “Le etichette dei prodotti raccontano i consumi degli italiani”].
 
3
Sales trade-off from conventional to GF products appears limited in that in four years out of five (2016-2017-2018-2019) value sales trends of both were characterized by the same positive sign and in three years out of five (2016-2017-2019) the same also happened with regard to volume sales dynamics.
 
4
SBs value sales share in the corresponding conventional products was equal to 16.55% in 2015, 16.59% in 2016, 16.41% in 2017, 16.80% in 2018 and 17.22% in 2019. All these values are 4–5% points higher than those reached by SBs within the GF segment.
 
5
SBs assortment share in the corresponding conventional products was equal to 16.81% in 2015, 16.73% in 2016, 16.75% in 2017, 17.75% in 2018, and 18.30% in 2019. All these values are 7–8% points higher than those reached by SBs within the GF segment.
 
Literature
Ailawadi, K.L., Pauwels, K., Steenkamp, J.-B.E.M.: Private label use and store loyalty. J. Mark. 72(6), 19–30 (2008)CrossRef
Amrouche, N., Zaccour, G.: Shelf-space allocation of national and private brands. Eur. J. Oper. Res. 180(2), 648–663 (2007)CrossRef
Choung, R.S., Unalp-Arida, A., Ruhl, C.E., Brantner, T.L., Everhart, J.E., Murray, J.A.: Less hidden celiac disease but increased gluten avoidance without a diagnosis in the United States: findings from the National Health and Nutrition Examination Surveys from 2009 to 2014. In: Mayo Clinic Proceedings, vol. 92, no. 1, pp. 30–38 (2017)
Fornari, E., Fornari, D., Grandi, S., Menegatti, M.: The influence of retailing-mix levers on private label market share: the case of the Italian FMCG market. J. Retail. Consum. Serv. 20(6), 617–624 (2013)CrossRef
Fornari, D., Fornari, E., Grandi, S., Menegatti, M.: Leading national brands facing store brands competition: is price competitiveness the only thing that matters? J. Retail. Consum. Serv. 30, 234–241 (2016)CrossRef
Hartmann, C., Hieke, S., Taper, C., Siegrist, M.: European consumer healthiness evaluation of ‘free-from’ labelled food products. Food Qual. Prefer. 68, 377–388 (2018)CrossRef
Hensel, K.: Gluten free without the sacrifice. Food Technol. 69(11), 20–31 (2015)
Larson, R.B.: Examining prospective buyer attitudes toward four food product traits. Br. Food J. 121(8), 1936–1950 (2019)
Liaukonyte, J., Streletskaya, N.A., Kaiser, H.M., Rickard, B.J.: Consumer response to ‘contains’ and ‘free of’ labeling: evidence from lab experiments. Appl. Econ. Perspect. Policy 35(3), 476–507 (2013)CrossRef
Nenycz-Thiel, M., Romaniuk, J.: Understanding premium private labels: a consumer categorisation approach. J. Retail. Consum. Serv. 29, 22–30 (2016)CrossRef
Pauwels, K., Srinivasan, S.: Who benefits from store brand entry? Mark. Sci. 23(3), 364–390 (2004)CrossRef
Priven, M., Baum, J., Vieira, E., Fung, T., Herbold, N.: The influence of a factitious free-from food product label on consumer perceptions of healthfulness. J. Acad. Nutr. Diet. 115(11), 1808–1814 (2015)CrossRef
Schierhorn, C.D.: Why gluten-free is here to stay. Food Technol. 72(8), 46–57 (2018)
Schnittka, O.: Are they always promising? An empirical analysis of moderators influencing consumer preferences for economy and premium private labels. J. Retail. Consum. Serv. 24, 94–99 (2015)CrossRef
Sethuraman, R., Gielens, K.: Determinants of store brand share. J. Retail. 90, 141–153 (2014)CrossRef
Stanton, J.L., Wiley, J., Hooker, N.H., Salnikova, E.: Relationship of product claims between private label and national brands. The influence of private label penetration. Int. J. Retail. Distrib. Manag. 43(9), 815–830 (2015)CrossRef
ter Braak, A., Geyskens, I., Dekimpe, M.G.: Taking private label upmarket: empirical generalizations on category drivers of premium private label introductions. J. Retail. 90(2), 125–140 (2013)CrossRef
Wongprawmas, R., Pappalardo, G., Canavari, M., Pecorino, B.: Willingness-to-pay for multiple units of eco-friendly wheat-derived products: results from open-ended choice experiments. J. Food Prod. Mark. 22(6), 658–682 (2016)CrossRef
Metadata
Title
“I’d like to, but I Can’t”. Store Brands’ Limited Exploitation of the Gluten-Free Opportunity
Authors
Edoardo Fornari
Alessandro Iuffmann Ghezzi
Daniele Fornari
Copyright Year
2020
Book
Advances in National Brand and Private Label Marketing

Print ISBN: 978-3-030-47763-9

Electronic ISBN: 978-3-030-47764-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47764-6_16