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Taking advantage of the gluten-free opportunity: Assortment as the key driver for modern grocery retailers
Journal of Retailing and Consumer Services ( IF 10.4 ) Pub Date : 2021-09-01 , DOI: 10.1016/j.jretconser.2021.102747
Edoardo Fornari 1 , Daniele Fornari 2 , Sebastiano Grandi 2 , Alessandro Iuffmann Ghezzi 2 , Mario Menegatti 3
Affiliation  

Over recent years, gluten-free products have shown a significant increase in consumption internationally. Retailers from the modern grocery distribution have the opportunity to take advantage of this positive trend, thus benefitting remarkably in terms of sales and store patronage. The present work is based on the analysis of Italian IRI sell-out data from 2015 to 2019 and aims to verify the role of assortment as an effective retail marketing lever in stimulating gluten-free products sales share compared to that of gluten-containing counterparts. Applying different panel data techniques, we obtained that increasing their assortment share can significantly stimulate gluten-free products sales in general and, within this segment, private label sales in particular.



中文翻译:

利用无麸质机会:分类是现代杂货零售商的主要驱动力

近年来,无麸质产品在国际上的消费量显着增加。现代杂货分销的零售商有机会利用这一积极趋势,从而在销售和商店光顾方面显着受益。目前的工作基于对 2015 年至 2019 年意大利 IRI 售罄数据的分析,旨在验证分类作为有效零售营销杠杆的作用,与含麸质产品相比,刺激无麸质产品的销售份额。应用不同的面板数据技术,我们发现增加他们的分类份额可以显着刺激一般无麸质产品的销售,特别是在该细分市场中,自有品牌的销售。

更新日期:2021-09-01
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