Table 4.

Detailed results, fruit yoghurt

	Private label peach melba	Private label orange	Pear/ banana	Pineapple/ orange/ mango Light	Berry-flavoured
Initial share of calories	15.4%	5.8%	44.9%	4.0%	21.4%
Initial share of sales value	11.4%	5.3%	37.1%	8.9%	20.3%
AID model estimation results
Ln PPrivate label peach melba	0.000006	0.000002	−0.000004	−0.000001	−0.000002
	(0.000001)	(0.000000)	(0.000001)	(0.000001)	(0.000001)
Ln PPrivate label orange	0.000001	0.000002	0.000000	0.000001	−0.000004
	(0.000001)	(0.000001)	(0.000001)	(0.000001)	(0.000002)
Ln PPear/banana	0.000005	0.000006	0.000004	−0.000006	0.000002
	(0.000002)	(0.000001)	(0.000003)	(0.000002)	(0.000003)
Ln PPineapple/orange/mango Light	0.000001	0.000001	−0.000005	0.000015	−0.000002
	(0.000001)	(0.000001)	(0.000001)	(0.000001)	(0.000001)
Ln PBerry	−0.000001	0.000001	−0.000006	−0.000001	0.000021
	(0.000002)	(0.000001)	(0.000002)	(0.000003)	(0.000003)
Ln PBerry Light	−0.000002	0.000000	−0.000010	−0.000002	−0.000006
	(0.000001)	(0.000001)	(0.000001)	(0.000001)	(0.000002)
Real budget	0.000011	0.000013	−0.000010	−0.000005	0.000009
	(0.000004)	(0.000003)	(0.000005)	(0.000004)	(0.000005)
Reformulation dummy	−0.004530	0.000008	0.002339	−0.000570	0.005419
	(0.003120)	(0.002320)	(0.004070)	(0.006260)	(0.008760)
Trend	−0.000150	0.000004	−0.000130	−0.000920	0.001534
	(0.000056)	(0.000041)	(0.000073)	(0.000577)	(0.000626)
Christmas dummy	−0.001470	0.000176	−0.006100	−0.000950	0.005525
	(0.002460)	(0.001760)	(0.003190)	(0.004400)	(0.006080)
AR (1)	−0.402090	−0.186420	−0.263600	0.879930	0.862313
	(0.147000)	(0.181400)	(0.174500)	(0.093100)	(0.080600)
Intercept	0.095738	0.048126	0.362423	0.113309	0.161103
	(0.006660)	(0.004570)	(0.008380)	(0.023100)	(0.026200)
Root MSE	0.0044	0.0028	0.0053	0.0055	0.0076
R2	0.91	0.83	0.96	0.95	0.93
R2-adj	0.89	0.78	0.95	0.93	0.91