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Table 3 Detailed results for mayonnaise

From: Reducing calorie sales from supermarkets – ‘silent’ reformulation of retailer-brand food products

 

Brand 1, tube

Private label light

Private label

Unbranded lemon

Brand 1, lemon

Initial share of calories

6.2%

12.2%

50.9%

0.3%

1.9%

Initial share of sales value

13.7%

16.1%

37.6%

0.5%

1.8%

AID model estimation results

Ln PBrand 1, tube

0.1937

0.1072

0.5578

−0.0047

−0.0776

(0.1669)

(0.2123)

(0.3727)

(0.0430)

(0.1428)

Ln PPrivate label light

−0.1631

−0.3367

−0.5005

−0.0184

−0.1574

(0.2208)

(0.3015)

(0.5126)

(0.0660)

(0.2053)

Ln PPrivate label

−0.0469

−0.0145

0.3002

0.0288

−0.0221

(0.0529)

(0.0795)

(0.1248)

(0.0175)

(0.0536)

Ln PUnbranded lemon

0.0009

−0.0060

−0.0398

0.0094

0.0056

(0.0168)

(0.0200)

(0.0361)

(0.0038)

(0.0125)

Ln PBrand 1

0.0600

0.0515

0.1887

0.0026

−0.0214

(0.0063)

(0.0064)

(0.0128)

(0.0013)

(0.0040)

Ln PBrand 1 lemon

0.0043

−0.0012

0.0187

−0.0001

0.0066

(0.0124)

(0.0152)

(0.0274)

(0.0031)

(0.0098)

Real budget

0.0111

−0.0139

−0.0204

0.0013

0.0027

(0.0056)

(0.0062)

(0.0117)

(0.0012)

(0.0039)

Reformulation dummy

0.0107

−0.0045

0.0260

−0.0009

−0.0094

(0.0040)

(0.0067)

(0.0098)

(0.0016)

(0.0047)

a10

0.1123

0.0207

0.1091

0.0058

−0.0227

(0.0412)

(0.0513)

(0.0913)

(0.0103)

(0.0343)

Trend

−0.0005

−0.0004

0.0000

0.0000

−0.0001

(0.0003)

(0.0005)

(0.0007)

(0.0001)

(0.0003)

Christmas dummy

−0.0025

−0.0021

−0.0117

0.0007

0.0093

(0.0049)

(0.0070)

(0.0115)

(0.0015)

(0.0047)

AR (1)

−0.0083

0.5079

0.2058

0.7861

0.6214

(0.1816)

(0.1553)

(0.1785)

(0.1212)

(0.1336)

Intercept

−0.1459

0.6999

−0.6859

−0.0436

0.5860

(0.2842)

(0.4293)

(0.6790)

(0.1042)

(0.2956)

Root MSE

0.0056

0.0067

0.0121

0.0014

0.0043

R2

0.90

0.85

0.94

0.84

0.83

R2-adj

0.86

0.80

0.92

0.78

0.78