IGD has unveiled the first results from its in-store behaviour change trials, testing what strategies at the point of sale can encourage consumers towards making healthier, more sustainable food and drink choices.
IGD joined forces with retailers, manufacturers and researchers at the University of Leeds to put theory into practice with millions of people through a series of real-life behaviour change trials. The first results were taken from promotions across 101 Sainsbury’s stores during a four-week period in both January 2020 and January 2021.
A study found that 37% of consumers saw cost preventing them from eating a healthy, sustainable diet. As a result, the trials tested the hypothesis: reducing the price of fruit and vegetables to 60p in stores across the country, for four weeks, should increase portions sold and variety of products purchased using three behaviour change levers.
Sales data analysed by the University of Leeds found the number of promoted fruit and vegetable portions sold increased by 78% when the price was reduced.
Susan Barratt, IGD CEO, commented: “Obesity is one of the biggest health problems this country faces. Just 1% of the UK population currently meets government healthy eating guidance. With our diets having such a huge impact on our health and our planet, now is the time for government, the food and consumer goods industry and shoppers to take collective action. The most impactful way to make a difference is to change what we eat and drink.
“This report explores our initial findings, which already shows a positive impact through nudge tactics, pricing and product placement. This is a hugely exciting project, demonstrating the genuine opportunity our industry has to make healthy and sustainable diets easier and more accessible for everyone.”
As well as the number of promoted fruit or vegetables purchased, fruit and vegetable sales also increased beyond the items on offer. The findings show that promoted fruit and vegetable sales did decline after the promotions ended, although the rate of decline reduced year-on-year, suggesting some consumers carried their healthier eating habits forward.
Further findings from Sainsbury’s – looking at whether consumers continued to eat a greater variety of fruit and vegetables in the year after the trial – will be reported on next year.
Further trials are also underway with several other retailers in the UK, which will be shared in 2022. IGD plans to recommend how the industry can effectively shift consumer behaviour towards healthy and sustainable diets.
