The Institute of Grocery Distribution (IGD) has published a report summarising the findings of a study into nudging healthier consumer choices in stores.
The research formed part of a longer programme of work in collaboration with the Consumer Data Research Centre at the University of Leeds. The work continues this year, with findings from major UK retailers due in winter.
The latest report highlights key levers identified as crucial to nudging consumers towards healthier and more sustainable food choices. It covers a period of over four years in which consumer research exploring shoppers’ attitudes and buying behaviours was undertaken, followed by trials into alternative placements of foods, incentivisation (pricing) and communications to customers.
IGD said that behaviour change in stores had “long been a challenge”, and said it is widely understood that there is a difference between what consumers say will change their behaviours and buying habits.
Cathy Capelin, head of health and sustainable diets at IGD, said: “We know that less than 1% of people in the UK are meeting Government dietary recommendations and obesity has been trending upwards for some time. We want to make healthy and sustainable diets accessible to everyone, and this research will provide science-based, data-driven evidence to support the changes needed.”
Cost was considered the primary factor in shopping choices, with 37% of consumers surveyed citing it as a “major barrier” to healthy diets.
The research also showed that in 2022, when a variety of promoted fruit and vegetables were priced at 60p in a major retailer, there was a 78% increase in sales of portions of promoted fruit and vegetables. However, three weeks into the four-week intervention period, sales of the promoted fruit and vegetables declined, suggesting the effectiveness of the intervention decreased with time.
Vouchers could also have a key role to play, said IGD, as when a £2 top-up was provided to the Government’s Healthy Start Vouchers, 13 more portions of fruit and veg were being bought per redeeming transaction in one major retailer.
In-store promotions
The organisation said that placement in the aisles of a store was also a key lever for change. Multiple trials saw a fall in spending on unhealthy items when they were removed from the convenience area near check-outs. IGD revealed that when one retailer removed confectionary from off-fixture displays and introduced a ‘Fresh 3’ fixture instead, there was an increase in sales of healthier products in the first 30 weeks.
IGD also observed that effective and well-positioned customer communications, or “signposting” has been recognised as behaviour change. One trial saw messages about calories, fat, saturated fat, sugar and fibre displayed next to products, and shoppers proved more open to switching to healthier options when messages focused on calories or sugar.
Naomi Kissman, social impact director at IGD, said: “This ground-breaking programme of work on consumer behaviour change, alongside our study with major retailers on the impact of HFSS location restrictions, will support industry and policy makers to make clear, evidence-based decisions on how to support consumers towards healthier choices.”
