Mesure des changements de consommation suite à une segmentation de l'offre : l'exemple de la tomate fraîche

Abstract

[paper in French] The objective of this paper is to understand some limits of the innovation process to encourage consumption. We are interested in the fresh fruit and vegetable products, through the tomato case. We aim to estimate the impact on consumption of two new products, introduced in the market in the mid 90’. First we check that these products do belong to the tomato market. Then we show that they have no strong effect on consumer’s global consumption of tomato, even if they have got significant market shares. This is related to the weak differentiation of the new varieties which leads to “products cannibalization”, where traditional products are replaced by new ones, without global market enlargement.