Table 2.

Direct and indirect effects of product reformulation on calorie turnover and sales value for product groups (per cent)

	- - - - - - - - - - - - - - Calories - - - - - - - - - - - - - - -
	Direct reformulation	Reformulation-induced substitution	Total calorie	Sales revenue
Mayonnaise	−8.2%	0.7%	−7.5%	0.4%
Fruit yoghurt	−3.9%	0.1%N.S.	−3.8%	0.1% N.S.
Rye bread with pumpkin seeds	−0.5%	0.7% N.S.	0.2%	0.7% N.S.
Toasting buns	−2.3%	−0.7%	−3.0%	−0.5%
Yoghurt bread	−3.2%	−0.5% N.S.	−3.7%	−0.5% N.S.
Carrot buns	−4.9%	0.7% N.S.	−4.2%	0.4% N.S.
Whole-grain rolls	−2.7%	0.0%	−2.7%	−0.1%
Chocolate muesli	−0.5%	3.7% N.S.	3.1%	2.2% N.S.

N.S. Not significant