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Market valuation of health claims’ types and strength: the Italian yogurt market

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  • Bimbo, Francesco
  • Bonanno, Alessandro
  • Viscecchia, Rosaria
  • Nardone, Gianluca

Abstract

While consumer’s demand for foods delivering health benefits, or functional foods, increases, Reg.No.1924/2006, imposes to food manufacturers in the European market stringent criteria for health claims approval. Facing this trade-off, manufacturers need to assess which claim is more likely to lead to market success. We investigate the market value of different health claims, and their efficacy in Italy, using a large database of yogurt sales and a hedonic price framework. Our results indicate large variation in the marginal price of a health claim depending upon the type of health benefits delivered and the claim’s strength.

Suggested Citation

  • Bimbo, Francesco & Bonanno, Alessandro & Viscecchia, Rosaria & Nardone, Gianluca, 2014. "Market valuation of health claims’ types and strength: the Italian yogurt market," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182738, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae14:182738
    DOI: 10.22004/ag.econ.182738
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    1. Alessandro Bonanno, 2016. "A Hedonic Valuation of Health and Nonhealth Attributes in the U.S. Yogurt Market," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 299-313, July.

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