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Impact of Cost Shocks on Consumer Prices in Vertically-Related Markets: The Case of The French Soft Drink Market

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  • Céline Bonnet
  • Vincent Réquillart

Abstract

We develop a structural econometric model of the vertical contracts between soft drink manufacturers and retailers to assess the impact of taxes or changes in production costs on consumer prices. Using individual data on food purchases from a representative survey of 19,000 French households in 2005, we estimate consumer demand using a random utility approach. Among a set of possible vertical relationships, we select the model that best fits the data. We evaluate the pass-through rate of changes in input costs (sugar) or of taxes and show that the industry over-shifts cost changes or excise taxes to the consumers. This result challenges the belief that firms do not pass on the full extent of cost changes or excise taxes to consumers. Copyright 2013, Oxford University Press.

Suggested Citation

  • Céline Bonnet & Vincent Réquillart, 2013. "Impact of Cost Shocks on Consumer Prices in Vertically-Related Markets: The Case of The French Soft Drink Market," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 95(5), pages 1088-1108.
    • Handle: RePEc:oup:ajagec:v:95:y:2013:i:5:p:1088-1108
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    File URL: http://hdl.handle.net/10.1093/ajae/aat055
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    1. Guyomard, Hervé & Détang-Dessendre, Cécile & Dupraz, Pierre & Gohin, Alexandre & Requillart, Vincent & Soler, Louis-Georges & Chatellier, Vincent & Brennetot, Claire & Dedieu, Benoît & Delaby, Luc & P, 2020. "La PAC de l’après 2020 : éclairages de la recherche," Économie rurale, French Society of Rural Economics (SFER Société Française d'Economie Rurale), vol. 372(April-Jun).
    2. S. Marette & L. Nabec & F. Durieux, 2019. "Improving Nutritional Quality of Consumers’ Food Purchases With Traffic-Lights Labels: An Experimental Analysis," Journal of Consumer Policy, Springer, vol. 42(3), pages 377-395, September.
    3. Fabrice Etilé & Sébastien Lecocq & Christine Boizot-Szantai, 2021. "Market heterogeneity and the distributional incidence of soft-drink taxes: evidence from France [Regressive sin taxes, with an application to the optimal soda tax]," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 48(4), pages 915-939.
    4. Chin W. Yang & Hui Wen Cheng & Ching Wen Chi & Bwo-Nung Huang, 2016. "A Tax Can Increase Profit of a Monopolist or a Monopoly-like Firm: A Fiction or Distinct Possibility?," Hacienda Pública Española / Review of Public Economics, IEF, vol. 216(1), pages 39-60, March.
    5. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.
    6. Naoshi Doi, 2022. "Choice of Policy Instruments with Endogenous Quality: Per‐Passenger and Per‐Flight Airport Charges in Japan," Journal of Industrial Economics, Wiley Blackwell, vol. 70(1), pages 44-88, March.
    7. Alexandrov, Alexei & Bedre-Defolie, Özlem, 2017. "LeChatelier–Samuelson principle in games and pass-through of shocks," Journal of Economic Theory, Elsevier, vol. 168(C), pages 44-54.
    8. Raymundo M. Campos-Vázquez & Eduardo M. Medina-Cortina, 2019. "Pass-through and competition: the impact of soft drink taxes as seen through Mexican supermarkets," Latin American Economic Review, Springer;Centro de Investigaciòn y Docencia Económica (CIDE), vol. 28(1), pages 1-23, December.
    9. Hayashida, K., 2018. "Bargaining Power between Food Processors and Retailers: Evidence from Japanese Milk Transactions," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277730, International Association of Agricultural Economists.
    10. Céline Bonnet & Zohra Bouamra-Mechemache & Hugo Molina, 2023. "The Buyer Power Effect of Retail Mergers: An Empirical Model of Bargaining with Equilibrium of Fear," Post-Print hal-03375907, HAL.
    11. Céline Bonnet & Jan Philip Schain, 2020. "An Empirical Analysis Of Mergers: Efficiency Gains And Impact On Consumer Prices," Journal of Competition Law and Economics, Oxford University Press, vol. 16(1), pages 1-35.
    12. He, Xiaoyang & Balagtas, Joseph V., 2022. "Spatial retail competition reduces the effects of soda taxes on price and quantity: Evidence from the Philadelphia Beverage Tax," Food Policy, Elsevier, vol. 112(C).
    13. Sheldon, Ian M., 2017. "The Competitiveness Of Agricultural Product And Input Markets: A Review And Synthesis Of Recent Research," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 49(1), pages 1-44, February.
    14. Lømo, Teis Lunde & Meland, Frode & Sandvik, Håvard Mork, 2020. "Do slotting allowances reduce product variety?," Working Papers in Economics 7/20, University of Bergen, Department of Economics.
    15. Sara Capacci & Olivier Allais & Celine Bonnet & Mario Mazzocchi, 2019. "The impact of the French soda tax on prices and purchases. An ex post evaluation," PLOS ONE, Public Library of Science, vol. 14(10), pages 1-22, October.
    16. Sharon S Nakhimovsky & Andrea B Feigl & Carlos Avila & Gael O’Sullivan & Elizabeth Macgregor-Skinner & Mark Spranca, 2016. "Taxes on Sugar-Sweetened Beverages to Reduce Overweight and Obesity in Middle-Income Countries: A Systematic Review," PLOS ONE, Public Library of Science, vol. 11(9), pages 1-22, September.
    17. Villas-Boas, Sofia B & Bonnet, Celine, 2016. "Asymmetric Consumer Price Responses and Asymmetric Cost Pass-Through," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt172676f9, Department of Agricultural & Resource Economics, UC Berkeley.
    18. Fichera, Eleonora & von Hinke, Stephanie, 2020. "The response to nutritional labels: Evidence from a quasi-experiment," Journal of Health Economics, Elsevier, vol. 72(C).
    19. Maurizio Aragrande & Mauro Bruni & Alberico Loi & Roberto Esposti, 2017. "The effect of EU 2006 sugar regime reform on vertical price transmission," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 5(1), pages 1-20, December.
    20. Bonnet, Céline & Réquillart, Vincent, 2013. "Tax incidence with strategic firms in the soft drink market," Journal of Public Economics, Elsevier, vol. 106(C), pages 77-88.
    21. Alejandro Acosta & Rico Ihle & Stephan Cramon-Taubadel, 2019. "Combining market structure and econometric methods for pricetransmission analysis," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 11(4), pages 941-951, August.
    22. Bonnet, Céline & Bouamra-Mechemache, Zohra & Molina, Hugo, 2016. "The Welfare Effects of Brand Portfolio Strategies in the Soft Drink Industry: A Structural Bargaining Approach with Limited Data," 149th Seminar, October 27-28, 2016, Rennes, France 245168, European Association of Agricultural Economists.
    23. Bonnet, Céline & Corre, Tifenn & Réquillart, Vincent, 2015. "Price Transmission in Food Chains: The Case of the Dairy Industry," TSE Working Papers 15-563, Toulouse School of Economics (TSE).

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