To read this content please select one of the options below:

The contribution of organic private label products to private label share outcomes

Jake Hoskins (Department of Marketing, CSU Sacramento, Sacramento, California, USA)
Faruk Anıl Konuk (Department of Business Administration, Sakarya Business School, Sakarya University, Sakarya, Türkiye)
Jane Emma Machin (Atkinson Graduate School of Management, Willamette University, Salem, Oregon, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 2024

Issue publication date: 15 November 2024

138

Abstract

Purpose

The growing demand for sustainable consumption motivates retailers to consider including organic private label products in private label assortments to attract and serve health and environmentally conscious consumers, while also possibly improving the image of the private label brand as well. This study aims to examine the impact of prioritizing organic private label products in private label assortments on private label share outcomes.

Design/methodology/approach

Theoretical predictions are empirically examined using a comprehensive store panel sales data set covering 50 distinct metropolitan markets in the USA from 2008 to 2011 in the yogurt product category.

Findings

Findings indicate that private label products may provide strategic value for certain retailers, based on a variety of private label assortment, national brand competition and retailer characteristic dimensions.

Research limitations/implications

This research serves as initial empirical evidence on how organic products may influence private label category share. Future research should consider additional product categories and geographic markets and also seek to understand consumer perceptual factors in more detail.

Practical implications

Retail managers can better understand the role that organic products play in private label portfolios.

Originality/value

While much previous work has examined how organic products sell relative to conventional products and a sizable literature has investigated private label brand strategy, little research has explicitly examined the role of organic products within private label assortments.

Keywords

Acknowledgements

The authors thank the SymphonyIRI Group, Inc. for making their data available. All estimates and analyses in this paper, based on data provided by SymphonyIRI Group, Inc. are by the authors and not by SymphonyIRI Group, Inc.

Citation

Hoskins, J., Konuk, F.A. and Machin, J.E. (2024), "The contribution of organic private label products to private label share outcomes", European Journal of Marketing, Vol. 58 No. 9, pp. 2031-2060. https://doi.org/10.1108/EJM-02-2023-0114

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles