Abstract
The retail food environment plays an important role in shaping dietary habits that contribute to obesity and other chronic diseases. Food and beverage manufacturers use trade promotion—incentives paid to retailers—to influence how products are placed, priced, and promoted in stores. This review aims to: (1) catalogue trade promotion practices that manufacturers use to influence retailer marketing strategies, and (2) describe how these retailer marketing strategies affect consumer purchasing behavior and attitudes. Researchers searched five databases, Academic Search Ultimate, Business Source Ultimate, PsycINFO, PubMed, and Web of Science, to identify literature from industry and academic sources published in English through November 2019. Twenty articles describing manufacturer trade promotion practices were synthesized and provided insight into four types of trade promotion practices: category management, slotting allowances, price discounts, and cooperative advertising. Fifty-four articles describing the impact of retailer marketing on consumers were synthesized and graded for quality of evidence. While comparison across studies is challenging, findings suggest that retailer marketing strategies, such as price promotions and prominent placement, lead to increased sales. Results can guide efforts by policymakers, public health practitioners, and food retailers to design retail environments that improve healthy eating while maintaining retailer financial interests. Additional research should measure the impact of retailer marketing strategies on consumer diet quality and retailer outcomes (e.g., return-on-investment).
Highlights
The retail food environment plays a critical role in shaping dietary habits and is an important setting for interventions to improve diet quality and prevent diet-related chronic diseases, including diabetes, obesity, and cardiovascular disease [1]
This paper focuses on how trade promotion practices (TPP) influence three out of the “4Ps” of marketing: price, place, and promotion [18]
In a 2012 integrative review, Glanz et al synthesized literature on the impact of price, placement, and promotion on consumer behavior but limited their search to literature focused on brick-and-mortar grocery stores
Summary
The retail food environment plays a critical role in shaping dietary habits and is an important setting for interventions to improve diet quality and prevent diet-related chronic diseases, including diabetes, obesity, and cardiovascular disease [1]. To inform efforts to improve the food retail environment, it is important to understand (1) the types of TPP currently used by food and beverage manufacturers to influence retailer marketing strategies, and (2) how retailer marketing strategies, in turn, affect consumers. In a 2012 integrative review, Glanz et al synthesized literature on the impact of price, placement, and promotion on consumer behavior but limited their search to literature focused on brick-and-mortar grocery stores. They found that all three marketing strategies were associated with increased product liking and purchasing, with some variation in degree of impact by strategy [21]. This study will identify gaps in the literature and provide directions for future research
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