Abstract
This study was conducted to identify the compositional characteristics primarily of private-label fruit products sold by online supermarkets run by three large companies. The study revealed the following two points: (1) As one product characteristic, fruits are affected considerably by seasonality, which brings about changes in product quantity, depending on the time of year, and (2) Differences in the percentages of private-label products among the three companies are decreasing, but the characteristics of the private-label products still vary among these companies. Among them, Company I is characterized by its regular offer of highly seasonal private-label fruits within its product mix; this differentiates it from nonprivate label products, which vary in terms of pricing and packaging.
