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

Author

Listed:
  • Lily Grigsby-Duffy

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

  • Sally Schultz

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

  • Liliana Orellana

    (Biostatistics Unit, Faculty of Health, Deakin University, Geelong, VIC 3220, Australia)

  • Ella Robinson

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

  • Adrian J. Cameron

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

  • Josephine Marshall

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

  • Kathryn Backholer

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

  • Gary Sacks

    (Global Obesity Centre (GLOBE), Institute for Health Transformation, Deakin University, Geelong, VIC 3220, Australia)

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.

Suggested Citation

  • Lily Grigsby-Duffy & Sally Schultz & Liliana Orellana & Ella Robinson & Adrian J. Cameron & Josephine Marshall & Kathryn Backholer & Gary Sacks, 2020. "The Healthiness of Food and Beverages on Price Promotion at Promotional Displays: A Cross-Sectional Audit of Australian Supermarkets," IJERPH, MDPI, vol. 17(23), pages 1-17, December.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:23:p:9026-:d:455841
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    References listed on IDEAS

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    1. Sirinya Phulkerd & Cut Novianti Rachmi & Mohd Jamil Sameeha & Elaine Q. Borazon & Anne-Marie Thow & Helen Trevena & Adila Fahmida Saptari & Yong Kang Cheah & Che Aniza Che Wel & Vanessa T. Marquez & T, 2022. "Identifying Opportunities for Strategic Policy Design to Address the Double Burden of Malnutrition through Healthier Retail Food: Protocol for South East Asia Obesogenic Food Environment (SEAOFE) Stud," IJERPH, MDPI, vol. 19(1), pages 1-15, January.

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