“I’d like to, but I can’t”. Store Brands’ limited exploitation of the Gluten-Free opportunity

Edoardo Fornari, Daniele Fornari, Alessandro Iuffmann Ghezzi

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Over recent years, Free-From food products have shown a significant increase in consumption internationally. Retailers from the Modern Grocery Distribution (MGD) are taking advantage of this positive trend by extending their assortment in the area, thus benefitting remarkably in terms of sales and margins. The present work is focused on the Gluten-Free segment; through an analysis of Italian IRI sell-out data from 2014 to 2019, our results show a considerably positive sales increase, albeit slightly diminishing during the last two years. However, Store Brands (SBs) are only partially exploiting this opportunity since their contribution to the overall turnover of Gluten-Free products has been limited; this is mainly due to a lack in assortment depth.
Original languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing. Seventh International Conference, 2020
EditorsJuan Carlos Gázquez-Abad, Els Breugelmans Francisco J. Martinez-Lopez
Pages130-136
Number of pages7
DOIs
Publication statusPublished - 2020

Keywords

  • Free-from products
  • Gluten-Free products
  • Modern Grocery Distribution
  • Store Brands segmentation

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