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Processors and retailers attitudes towards consumer demand for dairy nutrition and health claimed products in Western Balkan Countries

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Consumer attitudes to food quality products

Part of the book series: EAAP – European Federation of Animal Science ((EAAP,volume 133))

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Abstract

This study is addressed to the nutrition and health (N&H) claimed dairy products market and the different factors that influence development of this market segment in Balkan countries. The empirical analysis deals with examination of differences both in processors’ and retailers’ attitudes between two N&H claimed product category groups – dairy and other products (jam, margarine, fruit juices and dietetic products). The analysis was based on data from the following two primary sources: (1) data collected by store check, both in hypermarkets and specialized shops; and (2) data obtained from processors and retailers by in-depth interviews. Dairy products milk and yogurt with N&H claims cover one quarter of all products surveyed by store check. The largest number of brands in Serbia, Slovenia, Croatia and Bosnia-Herzegovina are of domestic origin, while other Western Balkan Countries (WBC) brands are most common on the Macedonian and Montenegrin markets. The number of N&H claims made on dairy products depends on the origin of the product – WBC producers make more claims per product than EU producers. Around one third of all claims are health related. Visual presentation of products included use of different images such as an ideal female figure, a sign for urgent medical help and arrows around the waist. The store check also served to identify producers who were potential candidates for interviews in the six WBCs involved in this study. In total, 36 producers and 24 retailers participated in the interviews. Overall response rate was 71%. Dairy products – milk, yoghurt/kefir and cheese accounted for 52 out of 120 observations. Two of the analyses of this study are presented. The first analysis deals with the examination of differences between dairy and other N&H claimed products, and the second refers to differences between the dairy processors’ and retailers’ points of view. For that purpose, a non-parametric testing procedure based on two independent samples was used. This procedure is based on the Mann-Whitney test which uses the rank of each group and the sum of ranks to examine whether category groups are drawn from the same population.

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Notes

  1. 1.

    FOCUS-BALKANS: Food Consumer Sciences in the Balkans: Frameworks, Protocols and Networks for a better knowledge of food behaviours, FP7 Cooperation Work Programme: Theme 2 – Food, Agriculture and Fisheries, and Biotechnology, Grant Agreement no 212579 – Analysis is based on D6.1 – Consumer motivations and behaviours for products with nutrition and health claims, draft version, edited by Z. Stojanovic, M. Zaouche-Laniau, D. Barjolle and M. Esteve.

  2. 2.

    One interview covers two categories of products surveyed by a questionnaire. Thus, the number of observed categories in relation to the interviews done is higher: 62 for processors and 58 for retailers.

  3. 3.

    This test is equivalent to the Wilcoxon rank sum test and the Kruskal-Wallis test for two samples. The MW test could also compare the medians of the two groups but under restrictive assumption that population distributions are different only in location (not in shape). If they are equivalent in location, the ranks should be randomly mixed between the two samples. However, when this assumption is not satisfied, MW test is not appropriate for testing difference between medians of the two populations (MW statistics can have a p-value equals to 0 even though the two groups have identical medians).

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Acknowledgements

The study reported is funded by the European Commission and based on results from the sixth work package (WP6) of the FOCUS-Balkans Project promoting better knowledge of food behaviours and healthy diet at WBC.

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Authors and Affiliations

  1. Faculty of Economics, University of Belgrade, Serbia, Kamenicka St. 6, 11000, Belgrade, Serbia

    Žaklina Stojanović, Radmila Dragutinović-Mitrović & Galjina Ognjanov

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  1. Žaklina Stojanović
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  2. Radmila Dragutinović-Mitrović
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  3. Galjina Ognjanov
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Correspondence to Žaklina Stojanović .

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Marija Klopčič Abele Kuipers Jean-François Hocquette

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Stojanović, Ž., Dragutinović-Mitrović, R., Ognjanov, G. (2013). Processors and retailers attitudes towards consumer demand for dairy nutrition and health claimed products in Western Balkan Countries. In: Klopčič, M., Kuipers, A., Hocquette, JF. (eds) Consumer attitudes to food quality products. EAAP – European Federation of Animal Science, vol 133. Wageningen Academic Publishers, Wageningen. https://doi.org/10.3920/978-90-8686-762-2_10

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