Exploring pricing policy options to stimulate healthy eating in South Africa: Seeking consensus using the Delphi technique approach

Abstract

ABSTRACT The paper aimed at drawing up a list of food pricing strategies that could be used to promote healthy eating and address food insecurity by soliciting expert opinions using the Delphi method. Respondents represented the broad spectrum of the food industry and data were collected in three rounds. The participants were selected purposively according to their experience in the food industry and marketing of agricultural and food products. In round one, experts designed promising pricing strategies. The pricing strategies were divided into four broad categories and these were: A. Taxes; B. Government interference and insurance; C. Packaging; and D. Price and discounting strategies. The strategies were subsequently evaluated on eight criteria using a time-budget model incorporating Sleep, Leisure, Occupation, Transportation and Home-based activities (SLOTH). Results were analysed using median and inter-quartile deviations scores. The results revealed reasonable consensus among experts and a varied list of promising pricing strategies. The panel agreed on the potential success of offering small gifts, providing price cuts on healthy foods and discounting healthier foods more frequently. Also, it was found that experts gave higher rates to pricing strategies for which the implementation responsibilities could be placed elsewhere.