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

C Revoredo-Giha, M Costa-Font*

*Corresponding author for this work

Research output: Contribution to conferencePaperpeer-review

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.
Original languageEnglish
Number of pages17
Publication statusPrint publication - 28 Jul 2018
EventInternational Association of Agricultural Economics - Vancouver, Canada
Duration: 28 Jul 20182 Aug 2018

Conference

ConferenceInternational Association of Agricultural Economics
CountryCanada
CityVancouver
Period28/07/182/08/18

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