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Use of Supermarket Scanner Data to Measure Bread Consumption and Nutrition Choice in Scotland

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  • Revoredo-Giha, Cesar
  • Lamprinopoulou-Kranis, Chrysa
  • Toma, Luiza
  • Kupiec-Teahan, Beata
  • Leat, Philip M.K.
  • Cacciolatti, Luca

Abstract

The recent rise in food prices has increased the concern about the choice of a healthy food basket, especially in the context of the discussion around the formulation of a National Food Policy for Scotland. This concern has brought back the interest in the price and expenditure demand systems as they provide information about consumers’ food decisions. The paper focuses on the consumption of brown and white bread, as they are the most typical ways of cereals use in the UK and nutritionists recommend the consumption of wholemeal or brown bread in contraposition to white bread as part of an appropriate diet due to its health benefits. This paper aims to answer whether changes in bread prices affect the quantity and composition of the Scottish demand for bread, and whether the latter has been the same for different regions and socioeconomic groups. We used supermarket scanner data to estimate three demand systems and compute their elasticities. All the models showed statistically significant own price and expenditure elasticities. After simulating an increase in all the bread prices we found that brown bread consumption decreases more than white bread just the opposite to what is recommended by the nutritionists.

Suggested Citation

  • Revoredo-Giha, Cesar & Lamprinopoulou-Kranis, Chrysa & Toma, Luiza & Kupiec-Teahan, Beata & Leat, Philip M.K. & Cacciolatti, Luca, 2009. "Use of Supermarket Scanner Data to Measure Bread Consumption and Nutrition Choice in Scotland," 2009 Conference, August 16-22, 2009, Beijing, China 50399, International Association of Agricultural Economists.
  • Handle: RePEc:ags:iaae09:50399
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    References listed on IDEAS

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    1. Capps, Oral & Seo, Seong-Cheon & Nichols, John P., 1997. "On the Estimation of Advertising Effects for Branded Products: An Application to Spaghetti Sauces," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 29(02), pages 291-302, December.
    2. Cotterill, Ronald W., 1994. "Scanner Data: New Opportunities for Demand and Competitive Strategy Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 23(02), pages 125-139, October.
    3. Cotterill, Ronald W., 1994. "Scanner Data: New Opportunities For Demand And Competitive Strategy Analysis," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 23(2), October.
    4. Oral Capps & H. Alan Love, 2002. "Econometric Considerations in the Use of Electronic Scanner Data to Conduct Consumer Demand Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(3), pages 807-816.
    5. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
    6. Capps Jr., Oral & Church, Jeffrey & Alan Love, H., 2003. "Specification issues and confidence intervals in unilateral price effects analysis," Journal of Econometrics, Elsevier, vol. 113(1), pages 3-31, March.
    7. Barten, Anton P, 1977. "The Systems of Consumer Demand Functions Approach: A Review," Econometrica, Econometric Society, vol. 45(1), pages 23-51, January.
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