Price Promotions by Food Category and Product Healthiness in an Australian Supermarket Chain, 2017–2018

Abstract

Objectives. To examine the prevalence and magnitude of price promotions in a major Australian supermarket and how they differ between core (healthy) and discretionary (less healthy) food categories. Methods. Weekly online price data (regular retail price, discount price, and promotion type) on 1579 foods were collected for 1 year (April 2017 to April 2018) from the largest Australian supermarket chain. Products audited were classified according to Australian Dietary Guidelines definitions of core and discretionary foods and according to their Health Star Rating (a government-endorsed nutrient profiling scheme). Results. On average, 15.1% (95% confidence interval [CI] = 14.7%, 15.3%) of core foods and 28.8% (95% CI = 28.6%, 29.0%) of discretionary foods were price promoted during a given week. Average discounts were −15.4% (95% CI = −16.4, −14.4) for core products and −25.9% (95% CI = −26.8, −25.1) for discretionary products. The percentage of products on price promotion and the size of the discount were larger for products with a lower Health Star Rating (P < .05). Conclusions. Price promotions were more prevalent and greater in magnitude for discretionary foods than for core foods. Policies to reduce the prevalence and magnitude of price promotions on discretionary foods could improve the healthiness of food purchased from supermarkets.

Prevalence of healthy and unhealthy food and beverage price promotions and their potential influence on shopper purchasing behaviour: A systematic review of the literature

“…No experimental studies were identified. Eight studies primarily examined the prevalence of price promotions (“prevalence studies”), and eight examined the influence of price promotions on purchasing behaviour (“influence studies”). All 16 studies were conducted in high‐income countries, with four in the United States, seven in the United Kingdom, one in the Republic of Ireland, two in Australia, one in New Zealand, and one in The Netherlands.…”

“…Of the studies that examined prevalence of food and/or beverage price promotions (n = 8), most (n = 7) compared the prevalence of price promotions between healthy and unhealthy foods and beverages, with one study reporting on the prevalence of price promotions for unhealthy products only. All influence studies stratified at least part of their analysis by socio‐economic or sociodemographic subgroups, but only one study examined variance in the association between product healthiness and price promotions purchases by an indicator of SEP—household income level .…”

“…Overall, 14 of the 16 studies concluded that price promotions for unhealthy foods and beverages were either more frequent or had greater influence on purchasing compared with price promotions for healthy items . Of the 13 included studies, all studies scored more than 33% of possible stars and were thus considered higher quality studies (Table ).…”

Food Retail Environments in Greater Melbourne 2008–2016: Longitudinal Analysis of Intra-City Variation in Density and Healthiness of Food Outlets

“…In our study, an increasing density of supermarkets was observed and it is known that supermarkets sell unhealthy foods and beverages and encourage purchasing through strategic placement and price promotions of these products [38,[57][58][59]. Since Australians make two-thirds of food and beverage purchases (excluding alcohol) at supermarkets [60], further examination of the implications of in-store promotion and placement is needed.…”

Can healthy checkout counters in supermarkets promote healthier food choices? Two real-life experiments in supermarkets in a disadvantaged urban area in the Netherlands

“…These marketing techniques increase the likelihood that consumers will make impulse purchases (13). They are predominantly used for the promotion of unhealthy foods and drinks (14)(15)(16)(17), however, despite evidence that these strategies can also be used to promote healthy food choices in supermarkets (18)(19)(20). Checkout counters are an unavoidable point in supermarkets, and they are characterized by high levels of impulsive food purchases (21,22).…”