Nordic Solutions to Increase Fruit and Vegetable Consumption: Lessons from Four Years of Retail Behavioral Economics Interventions

Abstract

Can the sales of fruits and vegetables be sustainably increased by the introduction of new selections and packaging (product promotion), or by changes in layout and structure in stores (display promotion)? This study aims to examine the effect of such interventions on sales of fruits and sales of vegetables respectively. New selections and packaging of fruits and vegetables were introduced in 581 Norwegian grocery stores (144 in the control condition) during a 4‐year period. At the 2‐year midpoint, changes in store structure, such as signage, and management focus on sales of fruits and vegetables were introduced at the treatment stores for 1 year followed by a year of optional adherence. The average weekly sales volumes (kg) of fruits and vegetables both before and after the structural changes were analyzed. The sales trend was analyzed to examine whether the intervention sustained its effect through time. The SAS program was used to integrate weekly sales data from 581 stores over 4 years. To test for any significant differences, independent t‐tests and linear regressions were conducted using SPSS. A matching procedure was applied to the data from before and after the implementation of changes in the store structures. In general, findings indicate that changes in selections and packaging increased sales of fruit by 16% and sales of vegetables by 15%. Also, stores that changed structures, signage, and service sold 10% more fruit and 12% more vegetables than the control stores. Small adjustments in areas such as store structure could be successful in increasing sales of both fruits and vegetables. Such finding may encourage more grocers to voluntarily adhere these implementations. Another interesting finding is that when management focus on sales was mandatory, more fruits and vegetables sold compared to when management focus was not mandatory.