Growth in the consumption of fresh-cut produce. An application of AIDS model to the Italian demand for fruit and vegetables

Author/s Antonio Baselice, Antonio Stasi, Francesco Diotallevi, Andrea Marchini, Gianluca Nardone
Publishing Year 2014 Issue 2014/2 Language Italian
Pages 20 P. 11-30 File size 128 KB
DOI 10.3280/ECAG2014-002002
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Fresh-cut and ready to eat products are gaining market shares over fruits and vegetables. Dining habits and cooking time are changing over time and life styles are modifying the food preparation and the time used for eating. In the meanwhile, prices could be playing an important role in the substitution between fresh products and ready-to-eat alternatives. Therefore, the present paper tests the following hypotheses: - measuring the direct price effect on ready-to-eat and fresh cut product in order to verify market stability and price war probability; - measuring the substitution effect between fresh and ready-to-eat categories; The hypotheses have been verified throughout the estimation of a la/aids model that considers a system of 10 equations. The data used for the analysis have been collected by iri-Infoscan and represent the total Italian grocery sales for the years 2008-2010. Results provide evidence that the market is price sensitive and that substitution effect is negligible. Therefore, past, present and future evolutions of fresh-cut and ready-to-eat products should be attributed to price wars. Promotional activities, private label strategies and other price reduction strategies could be winning strategies in order to gain market shares within fruits and vegetable market.

Keywords: Quarta gamma, modello aids, ortofrutta, sostituzione, stagionalità

Jel codes: C32, D12, Q13

  1. Acharya, R.N. (2001). The Role Of Health Information On Fruits And Vegetable Consumption. Annual meeting, Chicago, American Agricultural Economics Association, August 5-8, Chicago.
  2. Bacarella, S. (2002). Teoria Generale del Consumatore, analisi ed evoluzione dei consumi dei prodotti di IV gamma. coreras, Consorzio Regionale per la Ricerca Applicata e la Sperimentazione Palermo.
  3. Baldi, L., & Casati, D. (2009). Un distretto della IV gamma? Il comparto che vende tempo libero. Agriregionieuropa, 5(16), 50-52.
  4. Bazzano, L.A. (2006). The high cost of not consuming fruits and vegetables. Journal of the American Dietetic Association, 106(9), 1364-1368. DOI: 10.1016/j.jada.2006.06.021
  5. Bertazzoli, A., Petriccione, G. (2006). OCM ortofrutta e processi di adattamento delle Organizzazioni di produttori: materiali e metodi per la valutazione. Edizioni scientifiche italiane.
  6. Brug, J., Debie, S., van Assema, P., & Weijts, W. (1995). Psychosocial determinants of fruit and vegetable consumption among adults: results of focus group interviews. Food Quality and Preference, 6(2), 99-107. DOI: 10.1016/0950-3293(95)98554-V
  7. Caccetta, C., Platania, A. (2006). Il consumatore di prodotti di IV gamma. Un’indagine esplorativa. Economia agro-alimentare, 10(3), 61-80.
  8. Carpio, C.E., & Isengildina-Massa, O. (2009). Consumer willingness to pay for locally grown products: the case of South Carolina. Agribusiness, 25(3), 412-426. DOI: 10.1002/agr.20210
  9. Cesaretti, G.P., & Green, R. (Eds.). (2006). L’organizzazione della filiera ortofrutticola: esperienze internazionali a confronto (Vol. 462). Milano: FrancoAngeli.
  10. Colucci, F., Menegoni, P., Nocenzi, M., & Presenti, O. (2012). L’evoluzione dei modelli di consumo e degli stili alimentari tra sostenibilità e benessere. Rivista di studi sulla sostenibilità, 2(2), 46-47. DOI: 10.3280/RISS2012-002004
  11. Deaton, A., & Muellbauer, J. (1980). Economics and consumer behaviour. Cambridge: Cambridge university press. DOI: 10.1017/CBO9780511805653
  12. Deaton, A., & Muellbauer, J. (1980). An almost ideal demand system. The American economic review, 70(30), 312-326.
  13. Feldeisen, S.E., & Tucker, K. L. (2007). Nutritional strategies in the prevention and treatment of metabolic syndrome. Applied physiology, nutrition, and metabolism, 32(1), 46-60. DOI: 10.1139/h06-101
  14. Fioriti, L., Marchini, A., Diotallevi, F., & Pampanini, R. (2012). Obesity epidemic: the potential role of retailing sector in promoting fruit and vegetable consumption. Proceedings in Food System Dynamics.
  15. Glanz, K., & Yaroch, A.L. (2004). Strategies for increasing fruit and vegetable intake in grocery stores and communities: policy, pricing, and environmental change. Preventive Medicine, 39, 75-80. DOI: 10.1016/j.ypmed.2004.01.004
  16. Gordon, R., McDermott, L., Stead, M., & Angus, K. (2006). The effectiveness of social marketing interventions for health improvement: what’s the evidence? Public health, 120(12), 1133-1139. DOI: 10.1016/j.puhe.2006.10.008
  17. Hodge, A.M., English, D.R., O’Dea, K., & Giles, G.G. (2007). Dietary patterns and diabetes incidence in the Melbourne Collaborative Cohort Study. American Journal of Epidemiology, 165(6), 603-610. DOI: 10.1093/aje/kwk061
  18. Ismea (settembre, 1993). IV e V gamma: un’indagine sulle prospettive di consumo. Roma.
  19. Ismea (9 febbraio, 2011). Outlook Agroalimentare Italiano - Rapporto Annuale 2011. Roma. Disponibile in:
  20. Lamikanra, O. (Ed.). (2002). Fresh-cut fruits and vegetables: science, technology, and market. CRC Press. DOI: 10.1201/9781420031874
  21. Largo Consumo (2012). Speciale Mercato e Imprese, pp. 44-45, Roma. Disponibile in:
  22. Lee, J.E., Giovannucci, E., Smith-Warner, S.A., Spiegelman, D., Willett, W.C., & Curhan, G.C. (2006). Intakes of fruits, vegetables, vitamins A, C, and E, and carotenoids and risk of renal cell cancer. Cancer Epidemiology Biomarkers & Prevention, 15(12), 2445-2452. DOI: 10.1158/1055-9965.EPI-06-0553
  23. Mazzocchi, M., Traill, B., & Shogren, J. F. (2009). Fat economics. Oxford: Oxford University Press. DOI: 10.1093/acprof:oso/9780199213856.001.0001
  24. Moschini, G. (1999). Imposing local curvature conditions in flexible demand systems. Journal of Business & Economic Statistics, 17(4), 487-490.
  25. Nielsen (novembre 2011). Watch Insights Report. Disponibile in:
  26. Nomisma (ottobre 1994). “Il mercato dei prodotti orticoli ad alto contenuto di servizi: quale futuro per la IV gamma in Italia?” Atti convegno, ottobre, Roma.
  27. Ostidich D. (2008). Verdure di IV e V gamma, l’appeal è il risparmio di tempo. Mark Up, (5), 156-158.
  28. Panza, R. (2013). Manuale di progettazione per la grande distribuzione. Strategie, immagine e format per nuovi consumatori. Milano: FrancoAngeli.
  29. Pearson, N., Biddle, S.J., & Gorely, T. (2009). Family correlates of fruit and vegetable consumption in children and adolescents: a systematic review. Public health nutrition, 12(02), 267-283. DOI: 10.1017/S1368980008002589
  30. Powell, L.M., & Bao, Y. (2009). Food prices, access to food outlets and child weight. Economics & Human Biology, 7(1), 64-72. DOI: 10.1016/j.ehb.2009.01.004
  31. Rico, D., Martin-Diana, A.B., Barat, J.M., & Barry-Ryan, C. (2007). Extending and measuring the quality of fresh-cut fruit and vegetables: a review. Trends in Food Science & Technology, 18(7), 373-386. DOI: 10.1016/j.tifs.2007.03.011
  32. Seiders, K., & Petty, R.D. (2004). Obesity and the role of food marketing: a policy analysis of issues and remedies. Journal of Public Policy and Marketing, 23(2), 153-169. DOI: 10.1509/jppm.
  33. Sodano, V., & Hingley, M. (2007). Gestione del canale distributivo e strategie di differenziazione: il caso del settore ortofrutticolo. Agriregionieuropa, 3(9), 47-48.
  34. Stampacchia, P., Colurcio, M., Russo Spena, T. (2008). Preferenze, profili e tendenze del consumo dei prodotti di IV gamma - atti International Congress “Marketing Trend”, 17-19 gennaio, Venezia.
  35. Zellner, A. (1962). An efficient method of estimating seemingly unrelated regressions and tests for aggregation bias. Journal of the American statistical Association, 57(298), 348-368. DOI: 10.1080/01621459.1962.10480664

  • Quality of fresh‐cut products as affected by harvest and postharvest operations Francisca A Ansah, Maria L Amodio, Giancarlo Colelli, in Journal of the Science of Food and Agriculture /2018 pp.3614
    DOI: 10.1002/jsfa.8885

Antonio Baselice, Antonio Stasi, Francesco Diotallevi, Andrea Marchini, Gianluca Nardone, Crescita nei consumi di IV gamma. Un’applicazione del modello AIDS alla domanda italiana di ortofrutta in "ECONOMIA AGRO-ALIMENTARE" 2/2014, pp 11-30, DOI: 10.3280/ECAG2014-002002