The nature of food promotions over one year in circulars from leading Belgian supermarket chains

Stefanie Vandevijvere,Iris Van Dam

doi:10.1186/s13690-021-00591-7

Abstract

BackgroundTo examine the proportion of healthier and less healthy food promotions in circulars of major Belgian supermarket chains.MethodsFood promotions were collected from all circulars over 1 year from the five largest Belgian supermarket chains. Foods promoted were classified according to the World Health Organization Europe nutrient profile model categories and the level and purpose of processing as per the NOVA classification. In addition, promotional characters (i.e. cartoons, licensed characters, celebrities) and premium offers within the promotions were analysed.ResultsIn total, 15,271 food promotions were analyzed. The most frequently promoted foods in circulars were processed meat, poultry and fish (11.8%); fresh and frozen fruit, vegetables and legumes (9.5%); soft drinks and sweetened beverages (9.0%); fresh and frozen meat, poultry, fish and eggs (8.6%); cakes, sweet biscuits and pastries (8.1%); ready-made and convenience foods (8.0%); chocolate and sugar confectionery; energy bars and sweet toppings (7.7%) and cheeses (5.7%). About 52.2% of food promotions across all circulars were for ultra-processed foods, with considerable variation across chains (42.9–61.6%).Promotional characters and premium offers were found within 5.3 and 19.5% of promotions respectively. For all chains, circular covers were healthier compared to entire circulars, with a lower proportion of ultra-processed foods and a higher proportion of fresh fruit and vegetables promoted.ConclusionsFood promotions in circulars were most frequently for ultra-processed foods, with considerable variation across chains. Circular covers were healthier than entire circulars. Policies to reduce less healthy food promotions could contribute to improving the healthiness of supermarket food purchases.

Highlights

To examine the proportion of healthier and less healthy food promotions in circulars of major Belgian supermarket chains
A sample of promotions was coded by 2 researchers and disagreements were solved, before all the circulars were coded by 1 researcher
About 4.1% of all food promotions appeared on the front cover of the circulars

Summary

Introduction

To examine the proportion of healthier and less healthy food promotions in circulars of major Belgian supermarket chains. In Belgium, dietary risks are the top third contributor to the burden of disease (2016), following tobacco and high blood pressure [13]. Belgians are not meeting most food-based dietary guidelines [4, 23], especially for fruits and vegetables and for limiting energy-dense, nutrientpoor foods. In 2014, only 2.1% of children (3–9 years), 2.4% of adolescents (10–17 years) and 6.6% of adults complied with the recommendations to limit consumption of energy-dense nutrient-poor foods [4]. The usual proportion of daily energy intake from ultra-processed food products was 33.3% for children, 29.2% for adolescents and 29.6% for adults in 2014 [25]

Objectives

Methods

Results

Conclusion