Assortment Planning of Plant-Based Beverages in Two Different Sales Channels: Composition, Features and Claims Decisions in Large Retail Chains and Online Distribution

Valentina Maria Merlino (), Giulia Mastromonaco, Danielle Borra, Chiara Caltagirone, Stefano Massaglia and Francesco Sottile
Additional contact information
Valentina Maria Merlino: University of Turin
Giulia Mastromonaco: University of Turin
Danielle Borra: University of Turin
Chiara Caltagirone: University of Turin
Stefano Massaglia: University of Turin
Francesco Sottile: University of Palermo

A chapter in Innovation and Knowledge in Agri-food and Environmental Systems, 2024, pp 287-294 from Springer

Abstract: Abstract The aim of this study was to assess the main characteristics of the supply of plant-based beverages comparing two different sales channels: the physical stores of large retail distribution (LRD) and the online shop of the major producers present in the Italian market. In total, 1950 references were analysed, 1488 recorded in physical stores and 462 in the online shops. For each reference, information was collected concerning the product type, certifications, packaging, indication of origin, price and label claims. Different formats (hypermarkets, supermarkets, convenience stores and discount shops) were considered in the data collection phase in the physical stores located in the Northwest-Italy. All references recorded during the data collection were categorised according to grouping criteria such as product type, presence and type of claims, indication of origin and packaging. The main results of this research confirmed that the two analyzed sales channels (direct and online) meet the consumers demands of healthy products, with functional and higher nutritional characteristics. At the same time, a significant number of considered PBB was organic certified following the trend of an increasingly competitive sector. Finally, the two types of sales (direct and online) differ also in terms of marketing communication strategy and price policy.

Keywords: Assortment planning; Claims; Plant-based beverages; Online stores; Large retail chain (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-65168-7_47

Ordering information: This item can be ordered from
http://www.springer.com/9783031651687

DOI: 10.1007/978-3-031-65168-7_47

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().