Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children
Abstract Objective: Most food retailers display foods in prominent locations as a marketing strategy (i.e. ‘placement promotions’). We examined the extent to which households with children change their food and beverage purchases in response to these promotions. Design: We analysed a novel datas...
| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Cambridge University Press
2024-01-01
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| Series: | Public Health Nutrition |
| Subjects: | |
| Online Access: | https://www.cambridge.org/core/product/identifier/S1368980023002641/type/journal_article |
| _version_ | 1797365326155874304 |
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| author | Anna H Grummon Joshua Petimar Alyssa J Moran Emma Anderson Peter Lurie Sara John Eric B Rimm Anne N Thorndike |
| author_facet | Anna H Grummon Joshua Petimar Alyssa J Moran Emma Anderson Peter Lurie Sara John Eric B Rimm Anne N Thorndike |
| author_sort | Anna H Grummon |
| collection | DOAJ |
| description |
Abstract
Objective:
Most food retailers display foods in prominent locations as a marketing strategy (i.e. ‘placement promotions’). We examined the extent to which households with children change their food and beverage purchases in response to these promotions.
Design:
We analysed a novel dataset of all products promoted in two supermarkets from 2016 to 2017, including promotion dates and locations (e.g. aisle endcaps and front registers). We linked promotions to all purchases from the supermarkets from 2016 to 2017 by a cohort of households with children. We calculated the number of weekly promotions in each of thirteen food and beverage groups (e.g. bread; candy) and used fixed effects regressions to estimate associations between number of weekly promotions and households’ weekly food purchases, overall and by Supplemental Nutrition Assistance Program (SNAP) participation.
Setting:
Two large supermarkets in Maine, USA.
Participants:
Eight hundred and twenty-one households with children.
Results:
Most promotions (74 %) were for less healthy foods. The most promoted food groups were sweet and salty snacks (mean = 131·0 promotions/week), baked goods (mean = 68·2) and sugar-sweetened beverages (mean = 41·6). Households generally did not change their food group purchases during weeks when they were exposed to more promotions for those groups, except that a 1-sd increase in endcap candy promotions (about 1 promotion/week) was associated with $0·19/week (about 14·5 %) increase in candy purchases among SNAP nonparticipants (adjusted P < 0·001).
Conclusions:
In-store placement promotions for food groups were generally not associated with purchases of promoted food groups, perhaps because exposure to unhealthy food marketing was consistently high. Substantial changes to in-store food marketing may be needed to promote healthier purchases.
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| first_indexed | 2024-03-08T16:47:31Z |
| format | Article |
| id | doaj.art-e28222f3545041e4b441dd86afc8fce5 |
| institution | Directory Open Access Journal |
| issn | 1368-9800 1475-2727 |
| language | English |
| last_indexed | 2024-03-08T16:47:31Z |
| publishDate | 2024-01-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Public Health Nutrition |
| spelling | doaj.art-e28222f3545041e4b441dd86afc8fce52024-01-05T08:37:31ZengCambridge University PressPublic Health Nutrition1368-98001475-27272024-01-012710.1017/S1368980023002641Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with childrenAnna H Grummon0https://orcid.org/0000-0002-8705-038XJoshua Petimar1Alyssa J Moran2Emma Anderson3Peter Lurie4Sara John5Eric B Rimm6Anne N Thorndike7Department of Pediatrics, Stanford University School of Medicine, Palo Alto, CA 94304, USA Department of Health Policy, Stanford University School of Medicine, Stanford, CA, USADepartment of Population Medicine, Harvard Medical School & Harvard Pilgrim Health Care Institute, Boston, USADepartment of Health Policy & Management, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USADepartment of Population Health Management, Cambridge Health Alliance, Cambridge, USACenter for Science in the Public Interest, Washington, USACenter for Science in the Public Interest, Washington, USADepartment of Nutrition, Harvard TH Chan School of Public Health, Boston, USA Department of Epidemiology, Harvard TH Chan School of Public Health, Boston, USADepartment of Medicine, Massachusetts General Hospital and Harvard Medical School, Boston, USA Abstract Objective: Most food retailers display foods in prominent locations as a marketing strategy (i.e. ‘placement promotions’). We examined the extent to which households with children change their food and beverage purchases in response to these promotions. Design: We analysed a novel dataset of all products promoted in two supermarkets from 2016 to 2017, including promotion dates and locations (e.g. aisle endcaps and front registers). We linked promotions to all purchases from the supermarkets from 2016 to 2017 by a cohort of households with children. We calculated the number of weekly promotions in each of thirteen food and beverage groups (e.g. bread; candy) and used fixed effects regressions to estimate associations between number of weekly promotions and households’ weekly food purchases, overall and by Supplemental Nutrition Assistance Program (SNAP) participation. Setting: Two large supermarkets in Maine, USA. Participants: Eight hundred and twenty-one households with children. Results: Most promotions (74 %) were for less healthy foods. The most promoted food groups were sweet and salty snacks (mean = 131·0 promotions/week), baked goods (mean = 68·2) and sugar-sweetened beverages (mean = 41·6). Households generally did not change their food group purchases during weeks when they were exposed to more promotions for those groups, except that a 1-sd increase in endcap candy promotions (about 1 promotion/week) was associated with $0·19/week (about 14·5 %) increase in candy purchases among SNAP nonparticipants (adjusted P < 0·001). Conclusions: In-store placement promotions for food groups were generally not associated with purchases of promoted food groups, perhaps because exposure to unhealthy food marketing was consistently high. Substantial changes to in-store food marketing may be needed to promote healthier purchases. https://www.cambridge.org/core/product/identifier/S1368980023002641/type/journal_articleFood marketingGrocery storeFood purchasesParentsPrimary prevention |
| spellingShingle | Anna H Grummon Joshua Petimar Alyssa J Moran Emma Anderson Peter Lurie Sara John Eric B Rimm Anne N Thorndike Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children Public Health Nutrition Food marketing Grocery store Food purchases Parents Primary prevention |
| title | Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children |
| title_full | Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children |
| title_fullStr | Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children |
| title_full_unstemmed | Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children |
| title_short | Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children |
| title_sort | effects of in store marketing on food and beverage purchases a longitudinal study of households with children |
| topic | Food marketing Grocery store Food purchases Parents Primary prevention |
| url | https://www.cambridge.org/core/product/identifier/S1368980023002641/type/journal_article |
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