Dairy new products’ supply characterization between 2016 and 2018 regarding the positionning claims and the geographic area

Caractérisation de l’offre des produits laitiers mis sur le marché entre 2016 et 2018 en fonction de leurs positionnements marketing

Henri Gravot
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Henri Gravot: SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRA - Institut National de la Recherche Agronomique - AGROCAMPUS OUEST, ESA d'Angers - Ecole Supérieure d'Agricultures d'Angers

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Abstract: This study analyses the Mintel's Global New Product Database. This database makes an inventory of the new dairy products launched from 2016 to 2018 in 62 countries. The database gathers information on the launched products, such as the kind of claims written on the packaging. In a first part, the database and the context of the study are presented (dairy industry around the world, consummers' demand, definition of the positioning claims). Then, the data is extracted, organised and submitted to correspondence analysis. The study aims, in a first place, to highlight differences in the supply of new dairy products, especially the positioning claims of these products, between markets on a global scale and on an european scale. Secondly, the French products are analysed and compaired to the previous results. In a second step, French products are analysed and compared with previous results, to answer the following question : are dairy products manufactured in France and present on international markets positioned indifferently from the supply trends of the target market, or do they aim to be in line with the characteristic positioning of the target market's supply ? The data extraction allows the construction of contingency tables that count the number of positioning claims identified regarding the different modalities of the variable « geographic area » and « type of positioning claim ». Data are analysed using the correspondence analysis. This type of statistical method highlights the links existing between different modalities. The positioning claims are gathered in ten categories, related to different concepts (based on the Mintel's pre-categorization), mainly : naturality, convenience, ethical and environmental-friendly claims, compatibility with special food diet such as halal or kosher. The analysis pictures the importance of the allegations that communicate on the low content of chemical compounds (such as additives or preservatives), on every market. Each area has a special kind of positioning : ethic and environmental for Europe, health-relative in Asia with the importance of functional food, « Free From » in North and South America, halal and kosher in Middle-East/Africa. Within Europe, the ethic and environmental positioning is due to the French and North-European demand, whereas the English demand distinguishes itself with the importance of the vegetarian and vegan suitable products. Finally, we can see to a certain extent that French companies are adapting their offer in certain markets to take advantage of these consumer trends.

Keywords: innovation-produit; positionnement de l'offre (search for similar items in EconPapers)
Date: 2019
New Economics Papers: this item is included in nep-env
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Published in [Stage] 2019, 102 p

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