A Hedonic Valuation of Health and Nonhealth Attributes in the U.S. Yogurt Market

摘要: The U.S. yogurt category encompasses a multitude of subcategories including products carrying health-related attributes, some targeting specific segments the population (i.e., for kids), and others recent introduction (e.g., Greek-style yogurts). Given numerous attributes that can be present in product, characterizing those leading to higher premium help manufacturers engage profitable product formulation. This paper investigates role played by health nonhealth-related on prices United States, both at national level different geographic markets, means large scanner database sales hedonic price model. findings indicate more commonly associated with yogurts such as presence probiotics, claims, other credence organic “natural”) are valued positively while others, which may lead lower acceptance fibers, Omega-3) not. Nonhealth-related features, “for kids” Greek-style, show positive market value, thus helping differentiation. magnitude implicit most is found vary across hinting food should consider market-specific formulation strategies achieve differentiation effectively.