Abstract
[Autom. eng. transl.] This chapter presents an analysis of the role of commercial brands (also called Private Labels, PLs) within the Italian dairy market, analyzing four product categories: drinking milk, yogurt, butter and parmesan cheese. For the analysis IRI (Information Resources Incorporated) Infoscan scanner data were used for the five-year period 2004-2008, with the exception of grana cheeses for which the analysis stops in 2007. After an introductory paragraph on the PLs "phenomenon", they will be examined the market shares of these brands for the different products within the categories mentioned above, by geographical area and by category of point of sale, focusing on the importance of the price factor in their distribution.
| Translated title of the contribution | [Autom. eng. transl.] The role of commercial brands in some sectors of the dairy market |
|---|---|
| Original language | Italian |
| Title of host publication | Il mercato del latte Rapporto 2009 |
| Pages | 401-426 |
| Number of pages | 26 |
| Publication status | Published - 2009 |
Keywords
- mercato caseario
- private label