Taking advantage of the gluten-free opportunity: Assortment as the key driver for modern grocery retailers |
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| Institution: | 1. Faculty of Agriculture, Food and Environmental Sciences – Department of Agricultural and Food Economics, Piacenza Campus, Via Emilia Parmense, 84, 29121, Piacenza, Italy;2. Faculty of Economics and Law | Department of Economic and Social Sciences, Piacenza Campus, Via Emilia Parmense, 84, 29121, Piacenza, Italy;3. Department of Economics and Management, Via J.F. Kennedy, 6, 43125, Parma, Italy;1. Department of Economics, Management and Business Law, University of Bari Aldo Moro, Largo Abbazia Santa Scolastica 53, 70124, Bari, Italy;2. Department of Engineering, University of Perugia, Via G. Duranti 93, 06125, Perugia, Italy;3. Department of Management, Kozminski University, Jagiellonska 57/59 Warsaw, Poland;4. Department of Management, Università di Bologna – Alma Mater Studiorum, Via Capo di Lucca 34, 40126, Bologna, Italy;5. HEC Montreal, Canada |
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| Abstract: | 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. |
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| Keywords: | Gluten-free products Private label Modern grocery distribution Assortment |
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