The Unequal Gains From Product Innovations: Evidence From .

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The Unequal Gains from Product Innovations:Evidence from the US Retail SectorXavier Jaravel, London School of EconomicsSeptember 21, 2017

IntroductionWho benefits from innovation?IIncome channel: extensive literature on skill-biased technical change[Acemoglu 1998, Goldin and Katz 1998, Autor, Levy and Murnane 2003]IExpenditure channel: new products can affect purchasing-power acrossincome groups directly (by targeting specific groups) and indirectly(through competition with existing products)This paper investigates the impact of product innovations oninequality through the expenditure channelIITheory:Shifts in income distribution Z Increased demand for premium productsZ Shift in direction of product innovationsZ Increase in purchasing-power inequalitySeveral empirical tests support this theory, primarily using scanner datain US retail sectorThis has implications for inflation inequality and the price indexationof certain government programs1

IntroductionWho benefits from innovation?IIncome channel: extensive literature on skill-biased technical change[Acemoglu 1998, Goldin and Katz 1998, Autor, Levy and Murnane 2003]IExpenditure channel: new products can affect purchasing-power acrossincome groups directly (by targeting specific groups) and indirectly(through competition with existing products)This paper investigates the impact of product innovations oninequality through the expenditure channelIITheory:Shifts in income distribution Z Increased demand for premium productsZ Shift in direction of product innovationsZ Increase in purchasing-power inequalitySeveral empirical tests support this theory, primarily using scanner datain US retail sectorThis has implications for inflation inequality and the price indexationof certain government programs1

IntroductionWho benefits from innovation?IIncome channel: extensive literature on skill-biased technical change[Acemoglu 1998, Goldin and Katz 1998, Autor, Levy and Murnane 2003]IExpenditure channel: new products can affect purchasing-power acrossincome groups directly (by targeting specific groups) and indirectly(through competition with existing products)This paper investigates the impact of product innovations oninequality through the expenditure channelIITheory:Shifts in income distribution Z Increased demand for premium productsZ Shift in direction of product innovationsZ Increase in purchasing-power inequalitySeveral empirical tests support this theory, primarily using scanner datain US retail sectorThis has implications for inflation inequality and the price indexationof certain government programs1

Motivating Example: Cost of Detergent (per 100 Loads)BEFOREMoreAFTER 10HIGHERPRICEAll LiquidUPC 9 53228 02121 9 5LOWERPRICEAll PowderUPC 7 74205 55160 42

Motivating Example: Cost of Detergent (per 100 Loads)BEFORE 10MoreAFTER 21 8AFTERHIGHERPRICEAll LiquidUPC 9 53228 02121 9 5Tide PodsAll LiquidUPC 8 2218 00201 5UPC 9 53228 02121 9 5LOWERPRICEAll PowderUPC 7 74205 55160 4All PowderUPC 7 74205 55160 42

Motivating Example: Cost of Detergent (per 100 Loads)MoreAFTERBEFORE 10 21 8AFTERHIGHERPRICEAll LiquidUPC 9 53228 02121 9 5Tide PodsAll LiquidUPC 8 2218 00201 5UPC 9 53228 02121 91 5LOWERPRICEAll PowderUPC 7 74205 55160 4All PowderUPC 7 74205 55160 41 Increased demand2

Motivating Example: Cost of Detergent (per 100 Loads)MoreAFTERBEFORE 10 21 82 AFTERHIGHERPRICEAll LiquidUPC 9 53228 02121 9Tide PodsAll LiquidUPC 8 2218 00201 5UPC 9 53228 02121 91 5 5LOWERPRICEAll PowderUPC 7 74205 55160 41 Increased demandAll PowderUPC 7 74205 55160 42 Increased entry2

Motivating Example: Cost of Detergent (per 100 Loads)MoreAFTERBEFORE 10 213 82 AFTERHIGHERPRICEAll LiquidUPC 9 53228 02121 9Tide PodsAll LiquidUPC 8 2218 00201 5UPC 9 53228 02121 91 5 5LOWERPRICEAll PowderUPC 7 74205 55160 41 Increased demand2 Increased entryAll PowderUPC 7 74205 55160 43 Increased price competition2

Main FindingsIn retail sector (2004-2015), higher-income householdsexperienced a faster increase in product variety and lowerinflation on continued productsIAnnual inflation was 65 basis points lower for households earning above 100k vs. below 30kThis was largely due to the supply response to changes indemand induced by shifts in the income distributionIResearch design in two steps:FFIdentify effect of demand on supply using changes in age and incomedistributions over time as demand shiftersApply point estimates to changes in demand induced by shifts in USincome distributionIAccounts for over 80% of inflation differenceISimple model rationalizes evidence (endogenous entry and markups)3

Related LiteraturesLiterature on innovation and inequalityIFactor-augmenting technical change: Goldin and Katz (1998), Acemoglu(1998, 2002, 2007), Krusell, Ohanian, Rios-Rull and Violante (2000), Greenwoodand Yorukoglu (1997), Galor and Moav (2000), Garicano and Rossi (2004)ISector-augmenting technical change: Acemoglu and Linn (2004), Acemoglu,Aghion, Bursztyn and Hemous (2012), Boppart and Weiss (2013) and Comin,Lashkari and Mestieri (2016)IIProduct cycle: Schumpeter (1942), Vernon (1966), and Matsuyama (2002)Contribution: show theoretically and empirically the implications ofendogenous innovations across product space for inequalityLiterature on inflation inequalityIExtensive literature investigating inflation experiences of differenthousehold groups: Amble and Stewart (1994), Garner, Johnson and Kokoski(1996) and Hobjin and Lagakos (2003), Murphy and Garvey (2004), Chiru (2005),McGranahan and Paulson (2005)IRecent work measuring inflation inequality using scanner data: Brodaand Romalis (2009), Argente and Lee (2016), Kaplan and Schulhofer-Wohl (2016)IContribution: show long-term trend of inflation inequality in scannerdata (not business-cycle phenomenon) and importance of aggregation bias 4

Related LiteraturesLiterature on innovation and inequalityIFactor-augmenting technical change: Goldin and Katz (1998), Acemoglu(1998, 2002, 2007), Krusell, Ohanian, Rios-Rull and Violante (2000), Greenwoodand Yorukoglu (1997), Galor and Moav (2000), Garicano and Rossi (2004)ISector-augmenting technical change: Acemoglu and Linn (2004), Acemoglu,Aghion, Bursztyn and Hemous (2012), Boppart and Weiss (2013) and Comin,Lashkari and Mestieri (2016)IIProduct cycle: Schumpeter (1942), Vernon (1966), and Matsuyama (2002)Contribution: show theoretically and empirically the implications ofendogenous innovations across product space for inequalityLiterature on inflation inequalityIExtensive literature investigating inflation experiences of differenthousehold groups: Amble and Stewart (1994), Garner, Johnson and Kokoski(1996) and Hobjin and Lagakos (2003), Murphy and Garvey (2004), Chiru (2005),McGranahan and Paulson (2005)IRecent work measuring inflation inequality using scanner data: Brodaand Romalis (2009), Argente and Lee (2016), Kaplan and Schulhofer-Wohl (2016)IContribution: show long-term trend of inflation inequality in scannerdata (not business-cycle phenomenon) and importance of aggregation bias 4

SummaryIn retail, inflation was much lower forhigher-income households.because supply responds to changes indemand.induced by shifts in the income distribution.5

SummaryIn retail, inflation was much lower forhigher-income households.because supply responds to changes indemand.induced by shifts in the income distribution.5

SummaryIn retail, inflation was much lower forhigher-income households.because supply responds to changes indemand.induced by shifts in the income distribution.5

Roadmap1Data2Inflation across Income Groups3The Response of Supply to Market Size Effects6

Roadmap1Data2Inflation across Income Groups3The Response of Supply to Market Size Effects6

Scanner DataNielsen Homescan Consumer Panel[Aguiar & Hurst 2007, Einav, Leibtag &Nevo 2008, Broda & Romalis 2009, Broda & Weinstein 2010, Stroebel & Vavra 2014 ]IHouseholds scan prices and quantities for products with barcodes soldin US from 2004 to 2013 (e.g in department/grocery/drug/convenience stores)IHousehold characteristics: income, age, education, occupation,MSA, composition, .IRepresentative of 40% of household expenditures on goods,15% of total household expenditures More on Consumptions Baskets7

ANDISEBEAUTYAND HEALTHALCOHOLFOOD8

RCHANDISEBEAUTYAND HEALTHALCOHOLFOOD8

Roadmap1Data2Inflation across Income Groups3The Response of Supply to Market Size Effects9

Roadmap1Data2Measuring Inflation across Income Groups31Price changes for continued products (90% of spending)2Valuing new and exiting products3Aggregation bias4Evidence outside retailThe Response of Supply to Market Size Effects10

Price Changes for Continued ProductsDifferent price indices put different weights on the product-level pricechanges (substitution):nLaspeyres Index : P L pt puu0 su0u 1CES Exact Price Index : PCES Πcputpu0 wutwith put price, sut spending share and wut Sato-Vartia (1976) weights.Compute separate price indices across income groupsIIn baseline result: three income groups, price index is nested CES,and product u is a UPC10

Nested CES Inflation Rate, 2004-2015(Annualized, %)Price Changes for Continued Products21.81.61.41.2Below 30,000With More Income Groups 30,000 to 100,000Household IncomeAcross DepartmentsAcross YearsBy Age-Income GroupsAbove 100,000Additional Checks11

ce Between Annualized Average InflationRates (pp) for Households with Income Below 30k and Housholds with Income Above 100kNo Differential Substitution Effects.85.8.75.7.65.55.6.45.5.412

Roadmap1Data2Inflation across Income Groups31Price changes for continued products2Valuing new and exiting products3Aggregation bias4Evidence outside retailThe Response of Supply to Market Size Effects13

Specifications0.65Nested CES, Elasticity 2.09from Handbury (2013)0.65Nested CES, Elasticity 4from Dube et al (2005)0.65Nested CES, Elasticity 7from Montgomery and Rossi (1999)0.65Nested CES, Elasticity 11.5from Broda and Weinstein (2010)0.65Nested CES with Hausman (2003)Approximation for New Products,Estimated Elasticities (Median of 6.5)0.65Nested CES-Translog, EstimatedSemi-Elasticities (Median of 1.06)0.62SpecificationNested CES, Estimated Elasticities(Median of 6.5)0.781.150.840.740.700.680.640.51Inflation Difference between High- and Low-Income Households,2004-2013 (Annualized, pp)Continued ProductsDetailed Estimation ResultsProduct Variety13

Roadmap1Data2Measuring Inflation across Income Groups31Price changes on continued products2Valuing new and exiting products3Aggregation bias4Evidence outside retailThe Response of Supply to Market Size Effects14

Decomposition of Inflation DifferenceClassifying products into categories indexed by C , the inflationdifference between high- and low-income can be decomposed as:[Diewert 1975]!πH πL (sCH sCL )πCC {zBetween sC (πCH πCL )C} {zWithin}with sCi share of spending of income group i on C ,πCi the inflation experienced by income group i on C ,π C average inflation rate in C ,sC average spending share in C .Conduct decomposition for various levels of aggregation, using thenested CES price index for continued products14

Aggregation Bias“Between” decomposition:Aggregation Level(Broad to Narrow)DepartmentShare of InflationDifference Explained (%)8.6(e.g. fresh produce vs. health and beauty care)Product Group21.4(e.g. deodorant vs. hair care)Product Module42.8(e.g. men’s vs. women’s hair coloring)More Decomposition ResultsThis explains why old literature has found much smaller inflationinequality [Hobijn & Lagakos 2003, McGranahan & Paulson 2005, Chiru 2005]IContrast with recent literature on inflation using scanner data:Argente and Lee (2016), Kaplan and Schulhofer-Wohl (2016)15

Aggregation Bias“Between” decomposition:Aggregation Level(Broad to Narrow)DepartmentShare of InflationDifference Explained (%)8.6(e.g. fresh produce vs. health and beauty care)Product Group21.4(e.g. deodorant vs. hair care)Product Module42.8(e.g. men’s vs. women’s hair coloring)More Decomposition ResultsThis explains why old literature has found much smaller inflationinequality [Hobijn & Lagakos 2003, McGranahan & Paulson 2005, Chiru 2005]IContrast with recent literature on inflation using scanner data:Argente and Lee (2016), Kaplan and Schulhofer-Wohl (2016)15

Roadmap1Data2Measuring Inflation across Income Groups31Price changes on continued products2Valuing new and exiting products3Aggregation bias4Evidence outside retailThe Response of Supply to Market Size Effects16

Evidence Outside RetailUse CPI and CEX data to assess patterns outside retail:[McGranahan &Paulson 2005]IPrice series on 48 expenditure categories going back to 1953,covering full consumption basketIUsing expenditure shares fixed at 1980-1985 levels, compute inflationfor baskets of households in top vs. bottom income quintilesISubject to aggregation bias, but still useful16

Long-Term Inflation 019751970196519619501195Relative Price Index for Baskets ofBottom versus Top Income Quintiles1.15YearRelative price index is normalized to 1 in 1953.Laspeyres inflation rates are computed using 1980-1985 expenditure shares.RobustnessTFP AnalysisPatent Analysis17

Implications for InequalityOver 2004-2015, nominal increase in food stamp benefits should havebeen 31.4% (instead of 23.2%) to preserve purchasing powerFrom CEX, spending shares in (Nielsen) retail for top and bottomincome quintiles are:α Q1 18%α Q5 12%Under Cobb-Douglas upper nest, change in purchasing-powerinequality per year over 2004-2015 given by: log(Y Q1 ) log(Y Q5 ) α Q1 log(PQ1 ) α Q5 log(PQ5 ) {z} {z}Income: 0.93 ppRetail Inflation: 0.22 pp eQ1 ) (1 α Q5 ) log(PeQ5 ) (1 α Q1 ) log(P {z}Inflation Outside Retail 018

Roadmap1Data2Inflation across Income Groups3The Response of Supply to Market Size Effects19

Descriptive EvidenceProduct modules that grow faster characterized by:IFaster increase in product varietyIIncreasing competition between manufacturersILower inflation on continued productsIMore spending from high-income householdsGraphGraphGraphGraphIs this causal?19

Roadmap1Data2Measuring Inflation across Income Groups3The Response of Supply to Market Size Effects1Effect of demand on supply2Do changes in the income distribution imply large inflation inequality?3Simple model20

Effect of Demand on SupplyGrowth of demand in a given part of product space over time dependson:IIIInitial spending shares of household groupsChanges in number of households in each groupChanges in per-capita spending of households groupsBartik-style research design[Bartik 1991; Blanchard and Katz 1992; Acemogluand Linn 2004; Dellavigna and Pollet 2007; Goldsmith-Pinkham, Sorkin and Swift 2016]:IIUse component of demand growth coming from change in number ofhouseholds, keeping spending share as in initial periodMeasure supply response using two outcomes: spending on newproducts and price changes for continued productsImplement using 108 age-income groups (9 income groups and 12 agegroups) and product-module-by-price-decile cells across product spaceIIChanges in age-by-income distribution measured in Current PopulationSurvey between 2000-2004 and 2011-2015Conduct analysis at national level21

Effect of Demand on SupplyGrowth of demand in a given part of product space over time dependson:IIIInitial spending shares of household groupsChanges in number of households in each groupChanges in per-capita spending of households groupsBartik-style research design[Bartik 1991; Blanchard and Katz 1992; Acemogluand Linn 2004; Dellavigna and Pollet 2007; Goldsmith-Pinkham, Sorkin and Swift 2016]:IIUse component of demand growth coming from change in number ofhouseholds, keeping spending share as in initial periodMeasure supply response using two outcomes: spending on newproducts and price changes for continued productsImplement using 108 age-income groups (9 income groups and 12 agegroups) and product-module-by-price-decile cells across product spaceIIChanges in age-by-income distribution measured in Current PopulationSurvey between 2000-2004 and 2011-2015Conduct analysis at national level21

Effect of Demand on SupplyGrowth of demand in a given part of product space over time dependson:IIIInitial spending shares of household groupsChanges in number of households in each groupChanges in per-capita spending of households groupsBartik-style research design[Bartik 1991; Blanchard and Katz 1992; Acemogluand Linn 2004; Dellavigna and Pollet 2007; Goldsmith-Pinkham, Sorkin and Swift 2016]:IIUse component of demand growth coming from change in number ofhouseholds, keeping spending share as in initial periodMeasure supply response using two outcomes: spending on newproducts and price changes for continued productsImplement using 108 age-income groups (9 income groups and 12 agegroups) and product-module-by-price-decile cells across product spaceIIChanges in age-by-income distribution measured in Current PopulationSurvey between 2000-2004 and 2011-2015Conduct analysis at national level21

Spending on Baby Diapers by Age GroupsFraction of Total Spending on DiapersAccounted For by Age Group (%)'403020100202530354045505560657075Household Age22

Spending Across Quality Ladder by Income GroupsShare of Spending (%)1312111098123456789Decile of Price per Ounce (within Product Module)Household Income 100k10Household Income 30k23

Annualized Growth Rate of Number of Households,2011-2015 relative to 2000-2004 (%)Changes in Income Distribution for 30-Year-Olds(CPS Data)43210050000100000150000200000Household Income (2004 )24

0.511.5Spending per Capita in 2013-2015 ( )2Relevance of Demand Growth Predictor0.511.522.5Spending per Capita in 2004-2006 ( )Coeff. 0.9114*** (s.e. 0.0301).Observation is household age-income group by product module by price decile.25

Results26

Effect of Demand on New ProductsAverage Share of Spendingon New Products, 2004-2015 (%)109.598.587.5.6.811.2Annualized Predicted Increase in Total Spending,2000-2004 to 2011-2015 (%)Coeff. 2.735*** (s.e. 0.488).26

Effect of Demand on Inflation for Continued ProductsAverage Annual Inflation Rate,2004-2015 (%)1.61.51.41.31.2.6.811.21.4Annualized Predicted Increase in Total Spending,2000-2004 to 2011-2015 (%)Nested CES Inflation Rate. Coeff. -0.435*** (s.e. 0.0907)27

Effect of Demand on Supply: Main ResultsShare of SpendingContinued Productson New Products (pp)Inflation Rate cted Increase in Spending,Annualized (%)Age and Income ControlsProduct Module Fixed EffectsYesYesR20.540.52Number of Observations10,75010,750Number of Clusters1,0751,075Standard errors clustered by product modulesInterpreting MagnitudesMore GraphsRobustness28

Roadmap1Data2Inflation across Income Groups3The Response of Supply to Market Size Effects1Effect of demand on supply2Do changes in the income distributionimply large inflation inequality?3Simple model29

Supply Response to Shifts in Income DistributionUse two ingredients to build inflation inequality implied by shifts inincome distribution:IHistorical changes in the income distribution to get changes in demand:dl snl · gnnwhere n denote 18 household income groups, with average growth rategn in 1996-2006 from CPS data GraphIPoint estimates to get new products and price changes on continuedproducts implied by change in demand:New ProductslImplied 2.73 · dlΠImplied 0.43 · dllCompare implied vs. actual relationships between new products/pricechanges and mean consumer income (Il n snl In ) across product spaceIResult: implied relationships account for 80% of actual relationships30

Supply Response to Shifts in Income DistributionUse two ingredients to build inflation inequality implied by shifts inincome distribution:IHistorical changes in the income distribution to get changes in demand:dl snl · gnnwhere n denote 18 household income groups, with average growth rategn in 1996-2006 from CPS data GraphIPoint estimates to get new products and price changes on continuedproducts implied by change in demand:New ProductslImplied 2.73 · dlΠImplied 0.43 · dllCompare implied vs. actual relationships between new products/pricechanges and mean consumer income (Il n snl In ) across product spaceIResult: implied relationships account for 80% of actual relationships30

Supply Response to Shifts in Income DistributionUse two ingredients to build inflation inequality implied by shifts inincome distribution:IHistorical changes in the income distribution to get changes in demand:dl snl · gnnwhere n denote 18 household income groups, with average growth rategn in 1996-2006 from CPS data GraphIPoint estimates to get new products and price changes on continuedproducts implied by change in demand:New ProductslImplied 2.73 · dlΠImplied 0.43 · dllCompare implied vs. actual relationships between new products/pricechanges and mean consumer income (Il n snl In ) across product spaceIResult: implied relationships account for 80% of actual relationships30

Average Share of Spendingon New Products, 2004-2015 (%)New Products From Shifts in Income roduct Modules by Price DecilesRanked by Mean Consumer Income (2006 )ActualPredictedOLS fit with actual outcome: Coeff. 1.2364*** (s.e. 0.1235).OLS fit with predicted outcome: Coeff. 1.0340*** (s.e. 0.00846).31

Average Annual Inflation Rate,Nested CES Price Index, 2004-2015 (%)Inflation Inequality From Shifts in Income 0Product Modules by Price DecilesRanked by Mean Consumer Income (2006 )ActualPredictedOLS fit with actual outcome: Coeff. -0.1912*** (s.e. 0.02886).OLS fit with predicted outcome: Coeff. -0.15938*** (s.e. 0.000682).32

Roadmap1Data2Inflation across Income Groups3The Response of Supply to Market Size Effects1Effect of demand on supply2Do changes in the income distributionimply large inflation inequality?3Simple model33

Overview of ModelGE model with free entry across sectors indexed by k andLit consumers of type i, with productivity Yi , in closed economyConsumers’ ProblemFirms’ ProblemClosed-Form SolutionsInterpreting MagnitudesKey ingredients: non-homothetic preferences and downward-slopinglong-term supply curve [Bresnahan and Reiss 1991; Acemoglu 1996, 2002,2007; Feenstra and Weinstein 2016; Comin, Lashkari, Mestieri 2016]Key prediction: given secular changes in the US income distribution,inflation inequality should be a long-term trend33

Conclusion34

Nested CES Inflation Rate, 2004-2015(Annualized, %)Lower Inflation for Higher-Income Households in Retail.21.81.61.41.2Below 30,000 30,000 to 100,000Household IncomeAbove 100,00034

. because Supply Responds to Shifting Demand .Average Annual Inflation Rate,2004-2015 (%)1.61.51.41.31.2.6.811.21.4Annualized Predicted Increase in Total Spending,2000-2004 to 2011-2015 (%)Nested CES Inflation Rate. Coeff. -0.435*** (s.e. 0.0907)35

Average Annual Inflation Rate,Nested CES Price Index, 2004-2015 (%). due to Changes in the Income 00Product Modules by Price DecilesRanked by Mean Consumer Income (2006 )ActualPredictedOLS fit with actual outcome: Coeff. -0.1912*** (s.e. 0.02886).OLS fit with predicted outcome: Coeff. -0.15938*** (s.e. 0.000682).36

Thanks!37

Approximation for New Products, Estimated Elasticities (Median of 6.5) Nested CES, Elasticity 11.5 from Broda and Weinstein (2010) Nested CES, Elasticity 7 from Montgomery and Rossi (1999) Nested CES, Elasticity 4 from Dube et al (2005) Nested CES, Elasticity 2.09 from Handbury (2013) Nested

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