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

Edoardo Fornari (), Alessandro Iuffmann Ghezzi () and Daniele Fornari ()
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Edoardo Fornari: Catholic University of the Sacred Hearth
Alessandro Iuffmann Ghezzi: Catholic University of the Sacred Hearth
Daniele Fornari: Catholic University of the Sacred Hearth

A chapter in Advances in National Brand and Private Label Marketing, 2020, pp 130-136 from Springer

Abstract: 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.

Keywords: Free-From products; Gluten-Free products; Store Brands segmentation; Modern Grocery Distribution; Italy (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47764-6_16

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DOI: 10.1007/978-3-030-47764-6_16

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