A demand analysis of the UK canned tuna market

This study provides an analysis of the retail level demand for canned tuna in the UK using four-weekly scanned data for the period 1995–99. The role of product medium is analysed, looking at the interactions between the traditional tuna in brine and oil and the more recent value added tuna in sauces. A system of demand equations is estimated using the dynamic almost ideal demand system (AIDS) model. All products are demonstrated to have negative and inelastic own price elasticities. Tuna in brine and sauce is shown to be a normal good, while tuna in oil was demonstrated to be a luxury good. Tuna in oil was indicated as being a substitute for tuna in sauce.