Journal
JOURNAL OF DAIRY SCIENCE
Volume 99, Issue 2, Pages 1095-1102Publisher
ELSEVIER SCIENCE INC
DOI: 10.3168/jds.2015-10018
Keywords
ultra-high-temperature-treated milk; Italy; hedonic price model
Funding
- Apulia Region Reti di Laboratori Pubblici di Ricerca (PO Puglia FESR, Asse I, Linea 1.2), Italy
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The Italian market for UHT milk has been growing thanks to both consumers' interest in products with an extended shelf life and to the lower prices of these products compared with refrigerated, pasteurized milk. However, because the lower prices of UHT milk can hinder producers' margins, manufacturers have introduced new versions of UHT milk products such as lactose-free options, vitamin-enriched products, and milk for infants, with the goal of differentiating their products, escaping the price competition, and gaining higher margins. In this paper, we estimated the contribution of different attributes to UHT milk prices in Italy by using a database of Italian UHT milk sales and a hedonic price model. In our analysis, we considered 2 UHT milk market segments: products for infants and those for the general population. We found premiums varied with the milk's attributes as well as between the segments analyzed: n-3 fatty acids, organic, and added calcium were the most valuable product features in the general population segment, whereas in the infant segment fiber, glass packaging, and the targeting of newborns delivered the highest premiums. Finally, we present recommendations for UHT milk manufacturers.
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