Market valuation of health claims’ types and strength: the Italian yogurt market
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
While consumer’s demand for foods delivering health benefits, or functional foods, increases, Reg.No.1924/2006, imposes to food manufacturers in the European market stringent criteria for health claims approval. Facing this trade-off, manufacturers need to assess which claim is more likely to lead to market success. We investigate the market value of different health claims, and their efficacy in Italy, using a large database of yogurt sales and a hedonic price framework. Our results indicate large variation in the marginal price of a health claim depending upon the type of health benefits delivered and the claim’s strength.