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Abstract
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While
consumer’s demand for foods delivering health benefits, or functional foods,
increases, Reg.No.1924/2006, imposes to food manufacturers in the European
market stringent criteria for health claims approval. Facing this trade-off,
manufacturers need to assess which claim is more likely to lead to market
success. We investigate the market value of different health claims, and their
efficacy in Italy, using a large database of yogurt sales and a hedonic Price framework.
Our results indicate large variation in the marginal price of a health claim depending
upon the type of health benefits delivered and the claim’s strength.
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LINK: http://ageconsearch.umn.edu/bitstream/182738/2/Bimbo-Market_valuation_of_health_claims%C3%A2%C2%80%C2%99_types_and_strength-345_a.PDFW
