Europanel Webinar – 7 December 2023
Thursday 07.12.2023 at 13:00 CET (12:00 GMT)
Duration 60 minutes
Overview:
Topic: Organic specialist brand addition – Who wins or loses?
A retailer’s assortment is a key touchpoint that can enhance its perception of being sustainable.
This study investigates how the addition of an organic specialist brand (one that only offers organic products across multiple product categories) affects the sales of incumbent brands.
Based on data from five retailers in 71 product categories the study finds that the sales impact differs between categories, but also for national brands (vs private labels) and brands that already feature some organic choices (vs. do not feature).
Join us to gain insights into what incumbent brands should expect from an organic brand entering their category.
Speakers:
Anne Ter Braak
Maastricht University