美国 WIC 婴儿配方奶粉合同对婴儿配方奶粉和幼儿配方奶品牌销售的影响。
Effects of United States WIC infant formula contracts on brand sales of infant formula and toddler milks.
机构信息
Rudd Center for Food Policy and Obesity, University of Connecticut, Hartford, CT, USA.
UConn Rudd Center for Food Policy and Obesity, 1 Constitution Plaza, Suite 600, Hartford, CT, 06103, USA.
出版信息
J Public Health Policy. 2020 Sep;41(3):303-320. doi: 10.1057/s41271-020-00228-z.
The United States (US) Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) provides free infant formula to low-income families with infants. State WIC agencies periodically solicit bids from manufacturers for the exclusive contract to provide infant formula in exchange for considerable rebates. Using Nielsen 2006-2015 retail scanner data, we estimated a difference-in-difference model to examine how winning a WIC infant formula contract affects sales of the new (winning) and former brands, including effects on sales of products not eligible for WIC (spillover). One year following a contract change, volume sales of WIC infant formula increased 322% (p < 0.01) for the new brand and decreased 77% (p < 0.01) for the former brand. Spillover effects included a 43% increase in sales of toddler milks for the new brand 2 years after the contract change. State WIC contracts allow manufacturers to market formula directly to consumers and may reduce breastfeeding policy effectiveness.
美国（US）特别补充营养计划为妇女、婴儿和儿童（WIC）向有婴儿的低收入家庭提供免费婴儿配方奶粉。州 WIC 机构定期向制造商招标，以获得独家合同，提供婴儿配方奶粉，以换取大量回扣。利用尼尔森 2006-2015 年零售扫描器数据，我们估计了一个差分模型，以研究赢得 WIC 婴儿配方奶粉合同如何影响新（获胜）和旧品牌的销售，包括对不符合 WIC 资格的产品的销售影响（溢出效应）。在合同变更后的一年，新品牌的 WIC 婴儿配方奶粉销量增加了 322%（p<0.01），而旧品牌的销量下降了 77%（p<0.01）。溢出效应包括在合同变更后 2 年，新品牌幼儿牛奶的销售额增加了 43%。州 WIC 合同允许制造商直接向消费者推销配方奶粉，可能会降低母乳喂养政策的有效性。
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