Hedonic analysis of the price of UHT-treated milk in Italy

Francesco Bimbo, Alessandro Bonanno, Xuan Liu, Rosaria Viscecchia

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

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.

Original languageEnglish (US)
Pages (from-to)1095-1102
Number of pages8
JournalJournal of dairy science
Volume99
Issue number2
DOIs
StatePublished - Feb 1 2016

Fingerprint

UHT milk
Pleasure
Italy
Milk
milk
markets
milk prices
fiberglass
pasteurized milk
omega-3 fatty acids
dairy products
sales
packaging
lactose
vitamins
shelf life
neonates
Omega-3 Fatty Acids
Product Packaging
Lactose

All Science Journal Classification (ASJC) codes

  • Food Science
  • Animal Science and Zoology
  • Genetics

Cite this

Bimbo, F., Bonanno, A., Liu, X., & Viscecchia, R. (2016). Hedonic analysis of the price of UHT-treated milk in Italy. Journal of dairy science, 99(2), 1095-1102. https://doi.org/10.3168/jds.2015-10018
Bimbo, Francesco ; Bonanno, Alessandro ; Liu, Xuan ; Viscecchia, Rosaria. / Hedonic analysis of the price of UHT-treated milk in Italy. In: Journal of dairy science. 2016 ; Vol. 99, No. 2. pp. 1095-1102.
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Bimbo, F, Bonanno, A, Liu, X & Viscecchia, R 2016, 'Hedonic analysis of the price of UHT-treated milk in Italy', Journal of dairy science, vol. 99, no. 2, pp. 1095-1102. https://doi.org/10.3168/jds.2015-10018

Hedonic analysis of the price of UHT-treated milk in Italy. / Bimbo, Francesco; Bonanno, Alessandro; Liu, Xuan; Viscecchia, Rosaria.

In: Journal of dairy science, Vol. 99, No. 2, 01.02.2016, p. 1095-1102.

Research output: Contribution to journalArticle

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