Purpose – The purpose of this paper is to compare the use of front of package (FOP) claims within product categories by private label (PL) products and national brands (NB). This research adapts an existing conceptual model exploring the marketing strategies of PL products and NBs. Design/methodology/approach – Information for this study came from Mintel’s Global (2009/2011). There were 10,791 products launched in 2011 in the US database, 8,120 NB and 2,671 PL food and drink products. For 2009: 5,838 NB and 2,118 PL that gives 7,956 food and beverages products launched in USA. Findings – PL and NB companies increased the usage of FOP claims, and also often moved in the same direction for some product categories. The greatest number of increases across product categories for PL and NB between 2009 and 2011 were Ethical-Enviromentally Friendly Packaging; Allergen; Fiber; Weight Control; Gluten Free; Kosher and No Additives claims. There were much less FOP that were decreased in usage. The claims that most frequently decreased were “Organic,” “Calories,” and “Vitamin/Mineral Fortified.” The categories that significantly decreased the “Organic” claim were Baby Food, Bakery, Breakfast Cereals, Fruit and Vegetables among PL product categories and Breakfast Cereals, Dairy, Side Dishes and Soup among NB categories. Research limitations/implications – The study is based on only a three-year time span. difference over a greater period of time could reveal more significant differences. Practical implications – The evidence from this research indicates that PL brands are matching NBs as they look to using other attributes and benefits. However, as PL sales increase, retailer margins increase which can lead to further aggressive marketing by the PL brands. Originality/value – The analysis of FOP claims for PL and NB over such a large sample has not previously been done.
Environmental sustainability is a common practice of global brands, with 90% of the top 100 Interbrand global brands making statements about environmental efforts on their websites. In this research, we explore how a consumer’s global-local identity can affect consumer engagement with a global brand’s environmental sustainability initiative. Specifically, we examine consumer engagement in response to environmental messaging based on regulatory focus, spatial construal, and temporal construal. We theorize and find, across six experimental studies, that consumers with a strong global identity are more engaged with environmental sustainability initiatives when messaging includes frames congruent with their global identity, specifically promotion frames coupled with distant spatial frames and with proximal temporal frames. For consumers with a local identity, these regulatory and construal messaging frames do not impact consumer engagement with environmental sustainability initiatives. Consumer environmental mindset mediates the effect of global-local identity on consumer engagement with environmental sustainability initiatives when such congruent frames are used, and consumer eagerness to act provides additional process explanation for the asymmetric spatial (distant) and temporal (proximal) construal effects. Our findings have significant implications for the design of global brand and environmental policy messaging, particularly for consumers with a strong global identity.
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to compare the use of front-of-pack nutrition claims made on 32,257 food labels launched in 2009 in the US and the EU. Design/methodology/approach -Information from Mintel's Global New Product Database was analyzed, for 25,417 products launched in the EU and 6,840 in the US. The hypothesis was that "products launched in the US and EU have a different frequency of front-of-pack nutrition claims". Using inferential statistics, significant differences (two-tailed Z-tests) in the number of claims are explored and compared to differences in legislation standards and consumer preferences. Findings -The initial analysis revealed that there were six significant differences between the presence of the seven health and nutrition claims across 16 product categories in the US and the EU. Further analysis of the 16 product categories revealed a range of significant differences between the frequency of US and EU claims. Originality/value -The emerging relevance of front-of-pack nutrition labeling as a marketing tool makes such differences pertinent. This paper marks the first systematic comparison of the use of claims between the US and EU.
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