Large-Scale and Online Retailer Assortment: The Case of Plant-Based Beverages as Alternatives to Cow’s Milk

Abstract

This research analysed the size and depth of assortment and the marketing strategies of communications around plant-based beverages (PBBs) on the Italian market. Sales of PBBs have increased over the last year due to their use as a substitute for cow’s milk and also thanks to their popularity in online distribution. This study compares the characteristics of the PBB assortment sold across 65 large-scale retail stores and on 74 websites. The comparison was made considering 15 product categories defined by main ingredient, packaging type, specialty, and claims found on labels. An ordered logit regression analysis was performed to understand how key product features positively or negatively influence the selling price. The results showed that online sales focus on describing plant-based beverages with characteristics that are closer to new consumer preferences (with labels such as “free from” products, “naturalness” of the product, and “health” characteristics). In both distribution channels, there were few products with packaging information related to nutritional characteristics, health benefits, and environmental sustainability, in contrast to the needs expressed by baby food purchasers. Additionally, the price analysis showed unexpected results: in fact, some products for which, according to the literature, consumers would be willing to pay a premium price, instead showed a lower retail price than the average price. These results could represent a concrete tool to improve the efficiency of promotional campaigns and communication strategies for baby food, optimising communication according to consumer needs.

Keywords

• plant-based beverages
• assortment planning
• cow milk alternatives
• marketing mix element
• ordered logit regression
• e-commerce