A gentle nudge: Can choice architecture play a role in retailers’ efforts to promote healthier choices?

Abstract

Food retailers in the UK have a responsibility to look after the health of their customers. In recognition of this, they have established a number of internal and external commitments to provide access to a wider range of healthier and more sustainable foods to support the health of their customers. However, they are also presented with specific voluntary targets from Public Health England and other organisations. Meeting these targets can present technical challenges and may be costly. Alongside more traditional approaches (such as reformulation), changing customer behaviour is being explored as an additional tool to help food retailers meet their commitments by altering customers choices towards more healthy foods. Choice architecture and 'nudging' are approaches that can be adopted by retailers to encourage behaviour change in customers. In this article, we explore the theoretical uses of nudge theory in a food retail environment and discuss its potential as a tool for retailers to mitigate some of the challenges presented by other approaches, but also to identify potential pitfalls in the use of nudges. There is some evidence to suggest that nudging can be a useful method to encourage behaviour change amongst consumers and that these approaches can be relatively cost-effective and quick to implement, although they may be context-specific. These approaches are best utilised in parallel with more established methods, such as reformulation and information campaigns, due to their relatively small effect sizes. Additionally, any nudges that are implemented should be carefully considered for both their potential efficacy and the ethical implications of their enforcement and should have adequate monitoring in place to track their effectiveness.

Exploring the perception of small and medium food enterprises in Lincolnshire, UK on the use of front‐of‐pack nutrition labels by consumers

“…The food industry, public health professionals and government have a collective responsibility to help consumers eat healthily and sustainably (Acton et al ., 2018; Trafford & de la Hunty, 2021; Tas & Nehir El, 2024). Consumers are confronted continuously with many unhealthy foods provided by the food system, with a limited understanding of the available healthier alternatives (Barrett et al ., 2020).…”

Changing the retail food environment

“…This Virtual Issue on Changing the Retail Food Environment brings together 10 studies to investigate and consider how consumer behaviour can be influenced towards healthier and more sustainable choices across retail settings and product categories (Bunten et al., 2022; Fildes et al., 2022; Jenneson et al., 2020; Jenneson & Morris, 2021; Lonnie et al., 2023; McGrath, 2023a, 2023b; Thomas et al., 2023; Trafford & de la Hunty, 2021; White & Lockyer, 2020).…”

“…There are already several voluntary and mandatory mechanisms in play within the retail environment which aim to transition consumers towards healthier and more sustainable choices. These include voluntary government reformulation and reduction targets (OHID, 2022a), legislation restricting the placement of products high in fat, salt and sugar (HFSS) (The Food (Promotion and Placement) (England) Regulations (2021/1368), 2021), the Soft Drinks Industry Levy Regulations (SI 2018/41), 2018) and pressure from both external and internal health targets (Food Foundation, 2020; Trafford & de la Hunty, 2021). Legislation also ensures manufacturers provide transparent nutrition information on pack and are regulated when making claims on the health benefits of food, which may act as an incentive to encourage the development of healthier food by the food industry (Ashwell et al., 2023; EC, 2007, 2011).…”

“…However, there is a well‐evidenced gap between what people say or intend to do, and what they actually do, so these approaches must be validated in real‐life settings (Hagger et al., 2020; IGD, 2019, 2022a; Rhodes & de Bruijn, 2013). Nudging techniques offer a way to change behaviour with little to no conscious effort from the shopper and are already widely implemented in the retail environment (Trafford & de la Hunty, 2021). Arno and Thomas (2016) demonstrated that nudging can be successful in shifting consumers towards healthier choices, but that outcomes are dependent on the setting, target audience and type of intervention used.…”

“…Research, gathered in this Virtual Issue, has been undertaken to build evidence in real‐life settings on what works to shift consumers to healthier, more sustainable diets (Bunten et al., 2022; Fildes et al., 2022; McGrath, 2023a, 2023b; Thomas et al., 2023; Trafford & de la Hunty, 2021). IGD has also collaborated with several food industry businesses including retailers, manufacturers and the University of Leeds to develop a programme of real‐life behaviour change trials (IGD, 2023a).…”