Skip to main navigation menu Skip to main content Skip to site footer

Special Issue 29th Annual Conference SIEA 2021, Verona Sep. 30-Oct. 1 2021

Vol. 24 No. 2 (2022)

Differences between Italian specialty milk in large-scale retailing distribution

DOI
https://doi.org/10.3280/ecag2022oa13173
Submitted
gennaio 14, 2022
Published
2022-09-29

Abstract

The specialty milk market in Italy has shown positive trends in recent years. Companies, from small producers to market leaders, continue to invest in differentiating their product lines, increasingly orienting their production choices towards specialties linked to sustainability and health benefits.
This trend not only meets the needs of consumers, who are increasingly attentive to sustainable and healthy foods, but it also has a significant impact on the production and profitability of milk companies. Thus, this research aims to analyse the composition of specialty cow milk assortments in different large-scale retail (LSR) stores in North-West Italy. The objectives were to define the assortment depth of sustainable and health-focused milk categories, as well as the marketing policies currently applied in the LSR market for such products.
Differences in the assortment of seven specialty product categories were evaluated with regard to brands, milk origin and packaging material, using the Correspondence Analysis. Price differences between product categories were analysed using ANOVA and comparing the product brands and the different formats of large-scale retailers. The main results highlight the key characteristics and differences of the specialty milk supply, taking into consideration the main sales channel of this type of product.

References

  1. Antonioli, F., Ben Kaabia, M., Arfini, F., & Gil, J.M. (2019). Price transmission dynamics for quality-certified food products: A comparison between conventional and organic fluid milk in Italy. Agribusiness, 35(3), 374-393. doi: 10.1002/agr.21568.
  2. Annunziata, A., & Mariani, A. (2018). Consumer perception of sustainability attributes in organic and local food. Recent patents on food, nutrition & agriculture, 9(2), 87-96.
  3. Aprile, M.C., Caputo, V., & Nayga Jr, R.M. (2016). Consumers’ preferences and attitudes toward local food products. Journal of food products marketing, 22(1), 19-42.
  4. Ares, G., Baixauli, R., Sanz, T., Varela, P., & Salvador, A. (2009). New functional fibre in milk puddings: Effect on sensory properties and consumers’ acceptability. LWT-Food Science and Technology, 42(3), 710-716. doi: 10.1016/j.lwt.2008.10.004.
  5. Ares, G., Gimenez, A., & Gambaro, A. (2009). Consumer perceived healthiness and willingness to try functional milk desserts. Influence of ingredient, ingredient name and health claim. Food Quality and Preference, 20(1), 50-56. doi: 10.1016/j.foodqual.2008.07.002.
  6. Assolatte (2018). L’andamento delle vendite dei mercati – latte in pillole. -- URL [WWW Document]. https://mercati.assolatte.it/201803/index.html (accessed 1.12.21).
  7. Ayele, D., Zewotir, T., & Mwambi, H. (2014). Multiple correspondence analysis as a tool for analysis of large health surveys in African settings. African Health Sciences, 14(4), 1036-1045. doi: 10.4314/ahs.v14i4.35.
  8. Bava, L., Sandrucci, A., Zucali, M., Guerci, M., & Tamburini, A. (2014). How can farming intensification affect the environmental impact of milk production?. Journal of Dairy Science, 97(7), 4579-4593. doi: 10.3168/jds.2013-7530.
  9. Balboni, V. (2017, maggio 18). Origine del latte in etichetta: Ecco i marchi che scelgono materia prima italiana. Viaggio tra gli scaffali del supermercato. Il Fatto Alimentare. -- https://ilfattoalimentare.it/origine-latte-marchi-supermercato.html.
  10. Beldona, S., Morrison, Alastair, M., & O’Leary, J. (2005). Online shopping motivations and pleasure travel products: A correspondence analysis. Tourism Management, 26(4), 561-570. doi: 10.1016/j.tourman.2004.03.008.
  11. Bentivoglio, D., Savini, S., Finco, A., Bucci, G., & Boselli, E. (2019). Quality and origin of mountain food products: The new European label as a strategy for sustainable development. Journal of Mountain Science, 16(2), 428-440.
  12. Bonanno, A., & Lopez, R.A. (2005). Private label expansion and supermarket milk prices. Journal of Agricultural & Food Industrial Organization, 3(1). doi: 10.2202/1542-0485.1085.
  13. Buckless, F.A., & Ravenscroft, S.P. (1990). Contrast Coding: A Refinement of ANOVA in Behavioral Analysis. The Accounting Review, 65(4), 933-945.
  14. Capper, J.L., & Cady, R.A. (2012). A comparison of the environmental impact of Jersey compared with Holstein milk for cheese production. Journal of Dairy Science, 95(1), 165-176. doi: 10.3168/jds.2011-4360.
  15. Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., Nardone, G., & Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior. Food Quality and Preference, 76, 1-9. doi: 10.1016/j.foodqual.2019.03.006.
  16. Castanheira, E.G., Dias, A.C., Arroja, L., & Amaro, R. (2010). The environmental performance of milk production on a typical Portuguese dairy farm. Agricultural Systems, 103(7), 498-507. doi: 10.1016/j.agsy.2010.05.004.
  17. Chen, Y.-S., Hung, S.-T., Wang, T.-Y., Huang, A.-F., & Liao, Y.-W. (2017). The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability, 9(4), 654.
  18. Chernev, A. (2011). Product assortment and consumer choice: An interdisciplinary review. Foundations and Trends in Marketing, 6(1), 1-61. doi: 10.1561/1700000030.
  19. D’Oronzio, M.A., & Vivo, C.D. (2021). Organic and conventional farms in the Basilicata region: A comparison of structural and economic variables using FADN data. Economia agro-alimentare/Food Economy, 23(3), Article 3. doi: 10.3280/ecag2021oa12775.
  20. De Ruvio (2016). I numeri del latte bio. Rapporto ISMEA. -- www.anabio.it/uploads/article/inumeridellattebioismeabologna2f-
  21. ad6c70c1a8.pdf.
  22. Dekker, P.J., Koenders, D., & Bruins, M.J. (2019). Lactose-free dairy products: Market developments, production, nutrition and health benefits. Nutrients, 11(3), 551. doi: 10.3390/nu11030551.
  23. Dhar, S.K., Hoch, S.J., & Kumar, N. (2001). Effective category management depends on the role of the category. Journal of Retailing, 77(2), 165-184. doi: 10.1016/S0022-4359(01)00045-8.
  24. EC 834/2007, Council Regulation (EC) No 834/2007 of 28 June 2007 on organic production and labelling of organic products and repealing Regulation (EEC) No 2092/91.
  25. EC 889/2008, Commission Regulation (EC) No 889/2008 of 5 September 2008 on organic production and labelling of organic products with regard to organic production, labelling and control.
  26. Fatkullin, R., Naumenko, N., Popova, N., Ruskina, A., Kalinina, I., & Potoroko, I. (2021). Explaining Consumer Intentions for Foods with Antioxidant Properties: Predictors of Choice and Purchase Barriers. International Journal of Food Science, 2021, e9971425. doi: 10.1155/2021/9971425.
  27. Food (2019). Bakery, è il momento del lactose free (2019, dicembre 23). FOOD. -- www.foodweb.it/2019/12/bakery-e-il-momento-del-lactose-free.
  28. Fotuhi, H., Amiri, A., & Taheriyoun, A.R. (2019). A novel approach based on multiple correspondence analysis for monitoring social networks with categorical attributed data. Journal of Statistical Computation and Simulation, 89(16), 3137-3164. -- https://doi-org.bibliopass.unito.it/10.1080/00949655.2019.1657429.
  29. Gambelli, D., Naspetti, S., & Vairo, D. (2003). Why are consumers buying organic meat and milk? A qualitative study of the Italian market. Socio-economic aspects of animal health and food safety in organic farming systems. In M. Hovi, A. Martini, & S. Padel (Eds.), Proc. 1st SAFO Workshop, 125-141.
  30. Greenacre, M. (2017). Correspondence analysis in practice. Chapman and hall/crc. doi: 10.1201/9781315369983.
  31. Grubor, A., & Milovanov, O. (2017). Brand strategies in the era of sustainability. Interdisciplinary Description of Complex Systems: INDEC S, 15(1), 78-88.
  32. Gulseven, O. (2018). Estimating factors for the demand of organic milk in Turkey. British Food Journal, 120(9), 2005-2016. doi: 10.1108/BFJ-12-2017-0712.
  33. Gursoy, D., & Chen, J.S. (2000). Competitive analysis of cross cultural information search behavior. Tourism Management, 21(6), 583-590. doi: 10.1016/S0261-5177(00)00005-4.
  34. Haas, R., Schnepps, A., Pichler, A., & Meixner, O. (2019). Cow Milk versus Plant-Based Milk Substitutes: A Comparison of Product Image and Motivational Structure of Consumption. Sustainability, 11(18), 5046. doi: 10.3390/su11185046.
  35. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (1998). Multivariate data analysis (Vol. 5). Prentice hall Upper Saddle River, NJ.
  36. Harcar, T., & Spillan, J.E. (2006). Exploring Latin American family decisionmaking using correspondence analysis. Journal of World Business, 41(3), 221-232. doi: 10.1016/j.jwb.2006.01.009.
  37. Haug, A., Høstmark, A.T., & Harstad, O.M. (2007). Bovine milk in human nutrition – a review. Lipids in Health and Disease, 6(1), 25. doi: 10.1186/1476-511X-6-25.
  38. Hoch, S.J., & Lodish, L.M. (1998). Store Brands and Category Management.
  39. Imami, D., Skreli, E., Zhllima, E., & Chanb, C. (2017). Consumer attitudes towards organic food in the Western Balkans – The case of Albania. Economia agroalimentare. doi: 10.3280/ECAG2017-002004.
  40. ISMEA (2019a). Settore lattiero caseario, scheda di settore.
  41. ISMEA (2019b). Vissuto del consumatore di latte e formaggi. -- www.ismeamercati.it. www.ismeamercati.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/9953.
  42. ISMEA (2021a). PIANO ZOOTEC NICO - La filiera del bovino da latte Acquisti domestici di latte: Dinamiche e determinanti di scelta delle famiglie italiane nell’ultimo quinquennio (2012-2016). -- www.ismeamercati.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/7870.
  43. ISMEA (2021b). Latte e derivati – Dati – Acquisti domestici. -- www.ismeamercati.it. www.ismeamercati.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/2102.
  44. ISMEA (2021c). CONSUMI ALIMENTARI I consumi domestici delle famiglie italiane. Report no. 1/2021. -- www.ismeamercati.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/11321.
  45. ISMEA (2021d). SETTORE LATTIERO CASEARIO, SCHEDA DI SETTORE. -- www.ismeamercati.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/3521#MenuV.
  46. ISTAT (2021). PREVISIONI DELLA POPOLAZIONE RESIDENTE E DELLE FAMIGLIE | BASE 1/1/2020. Futuro della popolazione: Meno residenti, più anziani, famiglie più piccole. -- www.istat.it/it/files/2021/11/REPORTPREVISIONI-DEMOGRAFICHE.pdf.
  47. Kumar, N. (2007). Private label strategy: How to meet the store brand challenge. Harvard Business Review Press.
  48. Lana, R.M., Riback, T.I.S., Lima, T.F.M., da Silva-Nunes, M., Cruz, O.G., Oliveira, F.G.S., Moresco, G.G., Honório, N.A., & Codeço, C.T. (2017). Socioeconomic and demographic characterization of an endemic malaria region in Brazil by multiple correspondence analysis. Malaria Journal, 16(1), 397. doi: 10.1186/s12936-017-2045-z.
  49. Magan, J.B., O’Callaghan, T.F., Kelly, A.L., & McCarthy, N.A. (2021). Compositional and functional properties of milk and dairy products derived from cows fed pasture or concentrate-based diets. Comprehensive Reviews in Food Science and Food Safety, 20(3), 2769-2800. doi: 10.1111/1541-4337.12751.
  50. Mantrala, M.K., Levy, M., Kahn, B.E., Fox, E.J., Gaidarev, P., Dankworth, B., & Shah, D. (2009). Why is Assortment Planning so Difficult for Retailers? A Framework and Research Agenda. Journal of Retailing, 85(1), 71-83. doi: 10.1016/j.jretai.2008.11.006.
  51. Mariska, A., Soesanto, H., & Mahfudz, M. (2019). The effect of brand reputation, product reliability, price and brand admiration on purchasing decision (Study on Food Products that Sold through Instagram at Semarang). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 17(3), 164-176. doi: 10.14710/jspi.v17i3.164-176.
  52. Merlino, V.M., Brun, F., Versino, A., & Blanc, S. (2020). Milk packaging innovation: Consumer perception and willingness to pay. AIMS Agric Food, 5, 307-326. doi: 10.3934/agrfood.2020.2.307.
  53. Merlino, V.M., Mastromonaco, G., Borra, D., Blanc, S., Brun, F., & Massaglia, S. (2021). Planning of the cow milk assortment for large retail chains in North Italy: A comparison of two metropolitan cities. Journal of Retailing and Consumer Services, 59, 102406. doi: 10.1016/j.jretconser.2020.102406.
  54. Morales, A., Kahn, B.E., McAlister, L., & Broniarczyk, S.M. (2005). Perceptions of assortment variety: The effects of congruency between consumers’ internal and retailers’ external organization. Journal of Retailing, 81(2), 159-169. doi: 10.1016/j.jretai.2005.03.007.
  55. Naspetti, S., Mandolesi, S., Buysse, J., Latvala, T., Nicholas, P., Padel, S., Van Loo, E.J., & Zanoli, R. (2021). Consumer perception of sustainable practices in dairy production. Agricultural and Food Economics, 9(1), 1-26. doi: 10.1186/s40100-020-00175-z.
  56. Osservatorio sul Mercato dei prodotti zootecnici OMPZ, 2020. -- URL. www.ompz.it/prodotti/latte/produzione/italia.html.
  57. Palacios, O.M., Badran, J., Drake, M.A., Reisner, M., & Moskowitz, H.R. (2009). Consumer acceptance of cow’s milk versus soy beverages: Impact of ethnicity, lactose tolerance and sensory preference segmentation. Journal of Sensory Studies, 24(5), 731-748. doi: 10.1111/j.1745-459X.2009.00236.x.
  58. Peng, Y., West, G.E., & Wang, C. (2006). Consumer Attitudes and Acceptance of CLA-Enriched Dairy Products. Canadian Journal of Agricultural Economics/Revue Canadienne d’agroeconomie, 54(4), 663-684. doi: 10.1111/j.1744-7976.2006.00072.x.
  59. Rama, D. (2019). Il mercato del latte – Rapporto 2019. Osservatorio sul Mercato dei Prodotti Zootecnici. -- www.ompz.it/fileadmin/user_upload/Il_mercato_del_latte_Rapporto_2019.pdf.
  60. Redazione Dairy (2020). Il mercato del latte: Attualità e prospettive. Dairy Summit. -- www.dairysummit.it/il-mercato-del-latte-attualita-e-prospettive.
  61. Redazione Dairy (2020b). Costruire lo scaffale attorno al latte fresco italiano. -- www.dairysummit.it/costruire-lo-scaffale-attorno-al-latte-fresco-italiano.
  62. Rizzo, P.V., Harwood, W.S., & Drake, M.A. (2020). Consumer desires and perceptions of lactose-free milk. Journal of Dairy Science, 103(8), 6950-6966.
  63. Schiano, A.N., & Drake, M.A. (2021). Invited review: Sustainability: Different perspectives, inherent conflict. Journal of Dairy Science, 104(11), 11386-11400. doi: 10.3168/jds.2021-20360.
  64. Scotti, R., Bonanomi, G., Scelza, R., Zoina, A., & Rao, M.A. (2015). Organic amendments as sustainable tool to recovery fertility in intensive agricultural systems. Journal of Soil Science and Plant Nutrition, 15(2), 333-352. doi: 10.4067/S0718-95162015005000031.
  65. Solgaard, H.S., & Hansen, T. (2003). A hierarchical Bayes model of choice between supermarket formats. Journal of Retailing and Consumer Services, 10(3), 169-180. doi: 10.1016/S0969-6989(03)00008-0.
  66. Sudari, S., Tarofder, A., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385-1396. doi: 10.5267/j.msl.2019.5.012.
  67. Suri, S., Kumar, V., Prasad, R., Tanwar, B., Goyal, A., Kaur, S., Gat, Y., Kumar, A., Kaur, J., & Singh, D. (2019). Considerations for development of lactose-free food. Journal of Nutrition & Intermediary Metabolism, 15, 27-34. doi: 10.1016/j.jnim.2018.11.003.
  68. Świąder, K., Kulawiak, M., & Chen, Y.-P. (2020). Types of lactose-free products and their availability on the Polish market. Postępy Techniki Przetwórstwa Spożywczego, 1. -- http://yadda.icm.edu.pl/yadda/element/bwmeta1.element.baztech-54f9fa52-eecd-4d46-8520-79fe0c1120bf.
  69. Tabacco, E., Merlino, V.M., Coppa, M., Massaglia, S., & Borreani, G. (2021). Analyses of consumers’ preferences and of the correspondence between direct and indirect label claims and the fatty acid profile of milk in large retail chains in northern Italy. Journal of Dairy Science. doi: 10.3168/jds.2021-20191.
  70. Tempesta, T., & Vecchiato, D. (2013). An analysis of the territorial factors affecting milk purchase in Italy. Food Quality and Preference, 27(1), 35-43. doi: 10.1016/j.foodqual.2012.06.005.
  71. Trestini, S., & Stiletto, A. (2020). Does Italian origin really determine a price premium for fluid milk? Evidences from a hedonic price analysis. Economia agro-alimentare/Food Economy - Open Access, 22(1). doi: 10.3280/ecag1-2020oa10064.
  72. Wang, M., Tupa, J., Kumar, V., Kumari, A., Garza-Reyes, J.A., Akkaranggoon, S. (2019). How Sustainable is Short Food Supply Chains? A Comprehensive Systematic Review’, Proceedings of the 9th International Conference on Industrial Engineering and Operations Management (IEOM), Bangkok, Thailand, March 5-7. Michigan: IEOM Society, 1-11.
  73. Zielke, S. (2010). How price image dimensions influence shopping intentions for different store formats. European Journal of Marketing, 44(6), 748-770. doi: 10.1108/03090561011032702.

Metrics

Metrics Loading ...