Econ Papers Daily / 期刊论文
新产品引入对营养消费的影响：以希腊酸奶为例
The effect of new‐product introduction on nutrition consumption: The case of Greek yogurt
摘要
Abstract True dietary change typically occurs through consumer preferences, and when changes in product attributes reflect these preferences, category‐level demand can be substantially rearranged. In this study, we show that a successful new product may fundamentally change the nature of an entire category, and change consumers' nutrient consumption by altering the nutrient content of the food products they consume. Greek yogurt, for example, offers a very different combination of nutrients relative to other types of yogurts. The fact that it was immediately successful after its introduction provides an example of a transformational new product—one that potentially changed the nutrient‐consumption profiles of yogurt buyers. We use a quasi‐experimental approach with propensity score matching (DiD + PSM) to identify the effect of introducing Greek yogurt on yogurt buyers’ nutrient consumption. We find that the introduction of Greek yogurt led to yogurt purchases with greater overall protein and calorie content, but lower fat and carbohydrate content. We use the case of Greek yogurt to show that a relatively simple innovative common consumer product can have far‐reaching implications for the nature of nutrients consumed from that category. Our findings point to the importance of information policies, and their interaction with consumer preferences, on changing dietary outcomes.
中文摘要
真正的饮食变化通常源于消费者偏好的转变，当产品属性的变化反映出这些偏好时，类别层面的需求可能会发生显著重组。本研究表明，一款成功的新产品可能从根本上改变整个类别的性质，并通过改变消费者所消费食品的营养成分来影响其营养摄入。例如，希腊酸奶相较于其他类型的酸奶，提供了截然不同的营养组合。其上市后迅速取得成功，成为变革性新产品的典范——这类产品可能改变了酸奶购买者的营养摄入结构。我们采用准实验方法，结合倾向得分匹配（双重差分法+倾向得分匹配法，DiD+PSM），以识别希腊酸奶引入对酸奶购买者营养摄入的影响。研究发现，希腊酸奶的引入导致酸奶购买中总蛋白质和热量含量增加，而脂肪和碳水化合物含量降低。我们以希腊酸奶为例，说明一个相对简单的创新性大众消费品可能对该类别中摄入的营养成分性质产生深远影响。我们的研究结果强调了信息政策及其与消费者偏好相互作用在改变饮食结果方面的重要性。