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Obtaining Fruit and Vegetables for the Lowest Prices: Pricing Survey of Different Outlets and Geographical Analysis of Competition Effects

Author

Listed:
  • Amber L Pearson
  • Pieta R Winter
  • Ben McBreen
  • Georgia Stewart
  • Rianda Roets
  • Daniel Nutsford
  • Christopher Bowie
  • Niamh Donnellan
  • Nick Wilson

Abstract

Aims: Inadequate fruit and vegetable (F&V) consumption is an important dietary risk factor for disease internationally. High F&V prices can be a barrier to dietary intake and so to improve understanding of this topic we surveyed prices and potential competition between F&V outlet types. Methods: Over a three week early autumn period in 2013, prices were collected bi-weekly for 18 commonly purchased F&Vs from farmers' markets (FM) selling local produce (n = 3), other F&V markets (OFVM) (n = 5), supermarkets that neighbored markets (n = 8), and more distant supermarkets (n = 8), (in urban Wellington and Christchurch areas of New Zealand). Prices from an online supermarket were also collected. Results: A total of 3120 prices were collected. Most F&Vs (13/18) were significantly cheaper at OFVMs than supermarkets. Over half of the F&Vs (10/18) were significantly cheaper at nearby compared to distant supermarkets, providing evidence of a moderate ‘halo effect’ in price reductions in supermarkets that neighbored markets. Weekend (vs midweek) prices were also significantly cheaper at nearby (vs distant) supermarkets, supporting evidence for a ‘halo effect’. Conclusions: In these locations general markets appear to be providing some substantially lower prices for fruit and vegetables than supermarkets. They also appear to be depressing prices in neighboring supermarkets. These results, when supplemented by other needed research, may help inform the case for interventions to improve access to fruit and vegetables, particularly for low-income populations.

Suggested Citation

  • Amber L Pearson & Pieta R Winter & Ben McBreen & Georgia Stewart & Rianda Roets & Daniel Nutsford & Christopher Bowie & Niamh Donnellan & Nick Wilson, 2014. "Obtaining Fruit and Vegetables for the Lowest Prices: Pricing Survey of Different Outlets and Geographical Analysis of Competition Effects," PLOS ONE, Public Library of Science, vol. 9(3), pages 1-8, March.
    • Handle: RePEc:plo:pone00:0089775
    DOI: 10.1371/journal.pone.0089775
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    References listed on IDEAS

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    1. George, D.R. & Kraschnewski, J.L. & Rovniak, L.S., 2011. "Public health potential of farmers' markets on medical center campuses: A case study from Penn State Milton S. Hershey Medical Center," American Journal of Public Health, American Public Health Association, vol. 101(12), pages 2226-2232.
    2. Herman, D.R. & Harrison, G.G. & Afifi, A.A. & Jenks, E., 2008. "Effect of a targeted subsidy on intake of fruits and vegetables among low-income women in the special supplemental nutrition program for women, infants, and children," American Journal of Public Health, American Public Health Association, vol. 98(1), pages 98-105.
    3. Helen Eyles & Cliona Ni Mhurchu & Nhung Nghiem & Tony Blakely, 2012. "Food Pricing Strategies, Population Diets, and Non-Communicable Disease: A Systematic Review of Simulation Studies," PLOS Medicine, Public Library of Science, vol. 9(12), pages 1-22, December.
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    1. Michaela SUCHÁNKOVÁ & Zlata KAPOUNOVÁ & Marcela DOFKOVÁ & Jiří RUPRICH & Jitka BLAHOVÁ & Iva KOUŘILOVÁ, 2015. "Selected fruits and vegetables: comparison of nutritional value and affordability," Czech Journal of Food Sciences, Czech Academy of Agricultural Sciences, vol. 33(3), pages 242-246.
    2. Rudkin, Simon, 2015. "Supermarket Interventions and Diet in areas of Limited Retail Access: Policy Suggestions from the Seacroft Intervention Study," MPRA Paper 62434, University Library of Munich, Germany.
    3. Freire, Tiago & Rudkin, Simon, 2019. "Healthy food diversity and supermarket interventions: Evidence from the Seacroft Intervention Study," Food Policy, Elsevier, vol. 83(C), pages 125-138.
    4. Elmira, Elza Samantha & Suryahadi, Asep, 2025. "The impact of super apps on the nutrition transition in low- and middle-income countries: Evidence from Indonesia," Economics & Human Biology, Elsevier, vol. 59(C).

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