The Healthiness of Food and Beverages on Price Promotion at Promotional Displays: A Cross-Sectional Audit of Australian Supermarkets.

Lily Grigsby-Duffy,Gary Sacks,Josephine Marshall,Sally Schultz,Adrian J Cameron,Kathryn Backholer,Ella Robinson,Liliana Orellana

doi:10.3390/ijerph17239026

Lily Grigsby-Duffy, Gary Sacks + Show 6 more

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https://doi.org/10.3390/ijerph17239026

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Abstract

Supermarket environments can strongly influence purchasing decisions. Price promotions are recognised as a particularly persuasive tactic, but the healthiness of price promotions in prominent in-store locations is understudied. This study compared the prevalence and magnitude of price promotions on healthy and unhealthy food and beverages (foods) displayed at prominent in-store locations within Australian supermarkets, including analyses by supermarket group and area-level socio-economic position. A cross-sectional in-store audit of price promotions on foods at key display areas was undertaken in 104 randomly selected stores from major Australian supermarket groups (Woolworths, Coles, Aldi and independents) in Victoria, Australia. Of the display space dedicated to foods with price promotions, three of the four supermarket groups had a greater proportion of display space devoted to unhealthy (compared to healthy) foods at each promotional location measured (end of aisles: 66%; island bins: 53%; checkouts: 88%). Aldi offered very few price promotions. Few measures varied by area-level socio-economic position. This study demonstrated that price promotions at prominent in-store locations in Australian supermarkets favoured unhealthy foods. Marketing of this nature is likely to encourage the purchase of unhealthy foods, highlighting the need for retailers and policy-makers to consider addressing in-store pricing and placement strategies to encourage healthier food environments.

Highlights

IntroductionA socio-economic gradient exists, whereby more disadvantaged socio-economic groups have disproportionately lower-quality diets and a greater burden of diet-related disease [2,3,4,5]
Excess body weight and unhealthy diets are leading risk factors for death and disability [1].a socio-economic gradient exists, whereby more disadvantaged socio-economic groups have disproportionately lower-quality diets and a greater burden of diet-related disease [2,3,4,5].Food environments, of which supermarkets are a significant component, are an important determinant of dietary behaviour [6]
Ten stores were sampled from Socio-Economic Indexes for Areas (SEIFA) quintile 1 (Q1) and sixteen stores from SEIFA Q2–quintile 5 (Q5)

Summary

Introduction

A socio-economic gradient exists, whereby more disadvantaged socio-economic groups have disproportionately lower-quality diets and a greater burden of diet-related disease [2,3,4,5]. Of which supermarkets are a significant component, are an important determinant of dietary behaviour [6]. Australia’s supermarket industry is highly concentrated, with two supermarket groups (Woolworths and Coles) holding the majority of the grocery market share (67.5%) [7]. The marketing techniques used in supermarkets can strongly influence consumers’ purchasing decisions [8,9], and are often designed to encourage unplanned or impulse purchases [10]. Price discounting can be effective at influencing purchasing decisions [11,12,13], and may be an

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