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

Edoardo Fornari; Alessandro Iuffmann Ghezzi; Daniele Fornari

doi:10.1007/978-3-030-47764-6_16

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

Edoardo Fornari^*
, Alessandro Iuffmann Ghezzi
, Daniele Fornari

^*Corresponding author

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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 language	English
Title of host publication	Advances in National Brand and Private Label Marketing. Seventh International Conference, 2020
Editors	Juan Carlos Gázquez-Abad, Els Breugelmans Francisco J. Martinez-Lopez
Pages	130-136
Number of pages	7
DOIs	https://doi.org/10.1007/978-3-030-47764-6_16
Publication status	Published - 2020

Keywords

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

Access to Document

10.1007/978-3-030-47764-6_16

Cite this

Fornari, E., Iuffmann Ghezzi, A., & Fornari, D. (2020). “I’d like to, but I can’t”. Store Brands’ limited exploitation of the Gluten-Free opportunity. In J. C. G.-A. E. B. Francisco J. Martinez-Lopez (Ed.), Advances in National Brand and Private Label Marketing. Seventh International Conference, 2020 (pp. 130-136) https://doi.org/10.1007/978-3-030-47764-6_16

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“I’d like to, but I can’t”. Store Brands’ limited exploitation of the Gluten-Free opportunity. / Fornari, Edoardo ; Iuffmann Ghezzi, Alessandro; Fornari, Daniele.
Advances in National Brand and Private Label Marketing. Seventh International Conference, 2020. ed. / Juan Carlos Gázquez-Abad, Els Breugelmans Francisco J. Martinez-Lopez. 2020. p. 130-136.

Research output: Chapter in Book/Report/Conference proceeding › Chapter

TY - CHAP

T1 - “I’d like to, but I can’t”. Store Brands’ limited exploitation of the Gluten-Free opportunity

AU - Fornari, Edoardo

AU - Iuffmann Ghezzi, Alessandro

AU - Fornari, Daniele

PY - 2020

Y1 - 2020

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AB - 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.

KW - Free-from products

KW - Gluten-Free products

KW - Modern Grocery Distribution

KW - Store Brands segmentation

KW - Free-from products

KW - Gluten-Free products

KW - Modern Grocery Distribution

KW - Store Brands segmentation

UR - http://hdl.handle.net/10807/156046

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DO - 10.1007/978-3-030-47764-6_16

M3 - Chapter

SN - 978-3-030-47763-9

SP - 130

EP - 136

BT - Advances in National Brand and Private Label Marketing. Seventh International Conference, 2020

A2 - Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans

ER -

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

Abstract

Keywords

Access to Document

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