Price is crucial to encouraging healthier eating habits, suggests trial

The trial found that 37% of people said that it was cost that prevented them from eating a healthier, more sustainable diet.

“The trial, run by the Institute of Grocery Distribution (IGD) and analysed by the University of Leeds, used data taken from 101 Sainsbury’s stores.

It looked at promotions run across the stores in a four week period in both January 2020 and January 2021.

Findings included a 78% increase in the number of fruit and vegetable portions sold when prices were reduced.

IGD chief executive Susan Barratt said: “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 the 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.”

The study also found that the increase in sales of fruit and vegetables extended beyond those products on offer.

“The findings show that promoted fruit and vegetable sales did decline after the promotions ended, the rate of decline reduced year on year, suggesting some consumers carried their healthier eating habits forward.