Vitamin Consumption Behavior across Socioeconomic Groups for National Brands and Private Labels
Abstract
Abstract Using NielsenIQ Homescan data (2012–2022) and a censored QUAIDS system, we estimate U.S. household demand for vitamin supplements across national brands (NBs), premium private labels (PPLs), and standard private labels (SPLs). During COVID-19, consumers’ spending shifted from NBs toward private labels, and brand-tier budget shares differ across socioeconomic groups. Price sensitivity also varies by tier: NBs and SPLs are price elastic, while PPLs are relatively price inelastic. Substitution is strongest between SPLs and NBs. These findings quantify brand-tier competition and inform pricing and positioning strategies in the health retail industry.
Fields of Study & Subjects
Consumer Attitudes and Food Labeling
Publication details
- Journal / source
- Journal of Agricultural and Applied Economics
- Volume
- 58
- Issue
- 3
- Pages
- 478–494
- Publication date
- 28 April 2026
- Language
- EN