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Consumer Choice and Health: The Importance of Health Attributes for Retail Meat Demand in Canada

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  • Sven Anders
  • Anke Mőser
Abstract
Fat content is an attribute of major concern to health conscious consumers and of growing importance in the discussion of nutrition‐related diseases in Canada. This paper combines multinomial logit and Almost Ideal Demand System (AIDS) analysis to investigate Canadian consumers’ preferences and retail demand for ground meat products differentiated by fat content. We apply Nielsen household and retail‐level scanner data. Evidence from multinomial logit supports the hypothesis of strong habits in household's point‐of‐sale product choices, driven by sociodemographic characteristics and regional cultural customs. Estimates of own and cross price elasticities from the AIDS model reveal that preferences for health triumph over taste. We find that perceived healthier “extra lean” ground meats have evolved into a staple in the Canadian diet. Our results are a starting point for a more in‐depth understanding of consumer behavior toward healthy food choices. This information is essential for more targeted health and nutrition policy aimed at the promotion of healthful meat choices in Canadian grocery retailing. La teneur en matière grasse est un attribut qui préoccupe les consommateurs soucieux de leur santé et un sujet qui est de plus en plus présent dans le débat sur les maladies liées à la nutrition au Canada. Le présent article combine une analyse logit multinomiale et l’analyse d’un système de demande AIDS pour étudier les préférences des consommateurs canadiens et la demande du marché de détail en produits de viande hachée différenciés par la teneur en matière grasse. Nous avons utilisé les données de Nielsen portant sur les habitudes de consommation des ménages et scannées dans les commerces de détail. Les résultats de l’analyse logit multinomiale appuient l’hypothèse selon laquelle les habitudes des ménages quant au choix de produits dans les points de vente sont bien ancrées et sont motivées par des caractéristiques sociodémographiques et des pratiques culturelles régionales. Les estimations des élasticités‐prix et des élasticités‐prix croisées effectuées à partir du modèle AIDS ont révélé que l’aspect « santé» des aliments l’emportait sur l’aspect « goût ». Nous avons observé que les viandes hachées très maigres perçues comme étant meilleures pour la santé sont devenues une denrée de consommation courante du régime alimentaire de la population canadienne. Nos résultats constituent un point de départ pour une étude plus approfondie sur le comportement des consommateurs concernant des choix alimentaires sains. Cette information est essentielle à l’élaboration d’une politique sur la nutrition et la santé plus ciblée visant à promouvoir des choix de viande sains dans le commerce de détail canadien.

Suggested Citation

  • Sven Anders & Anke Mőser, 2010. "Consumer Choice and Health: The Importance of Health Attributes for Retail Meat Demand in Canada," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(2), pages 249-271, June.
    • Handle: RePEc:bla:canjag:v:58:y:2010:i:2:p:249-271
    DOI: 10.1111/j.1744-7976.2010.01183.x
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    2. Zheng, Qiujie & Wang, H. Holly, 2016. "Chinese preferences for sustainable attributes for food away from home: A rank-ordered model," China Economic Review, Elsevier, vol. 41(C), pages 148-158.

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