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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