Table 5.

Detailed results - rye bread with pumpkin seeds

	Private label pumpkin	Private label sunflower	Brand organic sunflower
Initial share of calories	13.8%	12.0%	0.0%
Initial share of sales value	11.8%	10.4%	0.0%
AID model estimation results
lnPPrivate label pumpkin	0.0000	0.0000	0.0000
	(0.0000)	(0.0000)	(0.0000)
lnPPrivate label sunflower	0.0000	0.0000	0.0000
	(0.0000)	(0.0000)	(0.0000)
lnPBrand organic sunflower	0.0000	0.0000	0.0000
	(0.0000)	(0.0000)	(0.0000)
lnPBrand other sunflower	0.0000	0.0000	0.0000
	(0.0000)	(0.0000)	(0.0000)
Real budget	0.0000	0.0000	0.0000
	(0.0000)	(0.0000)	(0.0000)
Reformulation dummy	−0.0041	−0.0048	−0.0015
	(0.0054)	(0.0049)	(0.0034)
Trend	−0.0002	−0.0002	0.0001
	(0.0002)	(0.0002)	(0.0001)
Christmas dummy	−0.0003	0.0001	0.0006
	(0.0033)	(0.0031)	(0.0021)
AR (1)	−0.1108	−0.0573	−0.3948
	(0.2253)	(0.2215)	(0.2373)
Intercept	0.0942	0.0894	0.0251
	(0.0075)	(0.0068)	(0.0051)
Root MSE	0.0057	0.0051	0.0041
R2	0.99	0.99	0.97
R2-adj	0.99	0.99	0.96