Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment
Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: thr...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Waterlander, Wilma E [verfasserIn] |
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| Format: |
E-Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2013 |
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| Schlagwörter: |
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| Anmerkung: |
© Waterlander et al.; licensee BioMed Central Ltd. 2013 |
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| Übergeordnetes Werk: |
Enthalten in: International journal of behavioral nutrition and physical activity - London : BioMed Central, 2004, 10(2013), 1 vom: 16. Mai |
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| Übergeordnetes Werk: |
volume:10 ; year:2013 ; number:1 ; day:16 ; month:05 |
| Links: |
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| DOI / URN: |
10.1186/1479-5868-10-59 |
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| Katalog-ID: |
SPR028919688 |
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| 520 | |a Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. | ||
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10.1186/1479-5868-10-59 doi (DE-627)SPR028919688 (SPR)1479-5868-10-59-e DE-627 ger DE-627 rakwb eng Waterlander, Wilma E verfasserin aut Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment 2013 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Waterlander et al.; licensee BioMed Central Ltd. 2013 Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. Experiment (dpeaa)DE-He213 Food pricing (dpeaa)DE-He213 Food labelling (dpeaa)DE-He213 Price discounts (dpeaa)DE-He213 Supermarket (dpeaa)DE-He213 Intervention (dpeaa)DE-He213 Public health nutrition (dpeaa)DE-He213 Health promotion (dpeaa)DE-He213 Virtual supermarket (dpeaa)DE-He213 Steenhuis, Ingrid HM aut de Boer, Michiel R aut Schuit, Albertine J aut Seidell, Jacob C aut Enthalten in International journal of behavioral nutrition and physical activity London : BioMed Central, 2004 10(2013), 1 vom: 16. Mai (DE-627)378572342 (DE-600)2134691-4 1479-5868 nnns volume:10 year:2013 number:1 day:16 month:05 https://dx.doi.org/10.1186/1479-5868-10-59 kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2009 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2055 GBV_ILN_2111 GBV_ILN_2522 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4598 GBV_ILN_4700 AR 10 2013 1 16 05 |
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10.1186/1479-5868-10-59 doi (DE-627)SPR028919688 (SPR)1479-5868-10-59-e DE-627 ger DE-627 rakwb eng Waterlander, Wilma E verfasserin aut Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment 2013 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Waterlander et al.; licensee BioMed Central Ltd. 2013 Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. Experiment (dpeaa)DE-He213 Food pricing (dpeaa)DE-He213 Food labelling (dpeaa)DE-He213 Price discounts (dpeaa)DE-He213 Supermarket (dpeaa)DE-He213 Intervention (dpeaa)DE-He213 Public health nutrition (dpeaa)DE-He213 Health promotion (dpeaa)DE-He213 Virtual supermarket (dpeaa)DE-He213 Steenhuis, Ingrid HM aut de Boer, Michiel R aut Schuit, Albertine J aut Seidell, Jacob C aut Enthalten in International journal of behavioral nutrition and physical activity London : BioMed Central, 2004 10(2013), 1 vom: 16. Mai (DE-627)378572342 (DE-600)2134691-4 1479-5868 nnns volume:10 year:2013 number:1 day:16 month:05 https://dx.doi.org/10.1186/1479-5868-10-59 kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2009 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2055 GBV_ILN_2111 GBV_ILN_2522 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4598 GBV_ILN_4700 AR 10 2013 1 16 05 |
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10.1186/1479-5868-10-59 doi (DE-627)SPR028919688 (SPR)1479-5868-10-59-e DE-627 ger DE-627 rakwb eng Waterlander, Wilma E verfasserin aut Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment 2013 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Waterlander et al.; licensee BioMed Central Ltd. 2013 Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. Experiment (dpeaa)DE-He213 Food pricing (dpeaa)DE-He213 Food labelling (dpeaa)DE-He213 Price discounts (dpeaa)DE-He213 Supermarket (dpeaa)DE-He213 Intervention (dpeaa)DE-He213 Public health nutrition (dpeaa)DE-He213 Health promotion (dpeaa)DE-He213 Virtual supermarket (dpeaa)DE-He213 Steenhuis, Ingrid HM aut de Boer, Michiel R aut Schuit, Albertine J aut Seidell, Jacob C aut Enthalten in International journal of behavioral nutrition and physical activity London : BioMed Central, 2004 10(2013), 1 vom: 16. Mai (DE-627)378572342 (DE-600)2134691-4 1479-5868 nnns volume:10 year:2013 number:1 day:16 month:05 https://dx.doi.org/10.1186/1479-5868-10-59 kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2009 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2055 GBV_ILN_2111 GBV_ILN_2522 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4598 GBV_ILN_4700 AR 10 2013 1 16 05 |
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10.1186/1479-5868-10-59 doi (DE-627)SPR028919688 (SPR)1479-5868-10-59-e DE-627 ger DE-627 rakwb eng Waterlander, Wilma E verfasserin aut Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment 2013 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Waterlander et al.; licensee BioMed Central Ltd. 2013 Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. Experiment (dpeaa)DE-He213 Food pricing (dpeaa)DE-He213 Food labelling (dpeaa)DE-He213 Price discounts (dpeaa)DE-He213 Supermarket (dpeaa)DE-He213 Intervention (dpeaa)DE-He213 Public health nutrition (dpeaa)DE-He213 Health promotion (dpeaa)DE-He213 Virtual supermarket (dpeaa)DE-He213 Steenhuis, Ingrid HM aut de Boer, Michiel R aut Schuit, Albertine J aut Seidell, Jacob C aut Enthalten in International journal of behavioral nutrition and physical activity London : BioMed Central, 2004 10(2013), 1 vom: 16. Mai (DE-627)378572342 (DE-600)2134691-4 1479-5868 nnns volume:10 year:2013 number:1 day:16 month:05 https://dx.doi.org/10.1186/1479-5868-10-59 kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2009 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2055 GBV_ILN_2111 GBV_ILN_2522 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4598 GBV_ILN_4700 AR 10 2013 1 16 05 |
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10.1186/1479-5868-10-59 doi (DE-627)SPR028919688 (SPR)1479-5868-10-59-e DE-627 ger DE-627 rakwb eng Waterlander, Wilma E verfasserin aut Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment 2013 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Waterlander et al.; licensee BioMed Central Ltd. 2013 Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. Experiment (dpeaa)DE-He213 Food pricing (dpeaa)DE-He213 Food labelling (dpeaa)DE-He213 Price discounts (dpeaa)DE-He213 Supermarket (dpeaa)DE-He213 Intervention (dpeaa)DE-He213 Public health nutrition (dpeaa)DE-He213 Health promotion (dpeaa)DE-He213 Virtual supermarket (dpeaa)DE-He213 Steenhuis, Ingrid HM aut de Boer, Michiel R aut Schuit, Albertine J aut Seidell, Jacob C aut Enthalten in International journal of behavioral nutrition and physical activity London : BioMed Central, 2004 10(2013), 1 vom: 16. Mai (DE-627)378572342 (DE-600)2134691-4 1479-5868 nnns volume:10 year:2013 number:1 day:16 month:05 https://dx.doi.org/10.1186/1479-5868-10-59 kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER SSG-OLC-PHA GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2009 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2055 GBV_ILN_2111 GBV_ILN_2522 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4598 GBV_ILN_4700 AR 10 2013 1 16 05 |
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effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment |
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Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment |
| abstract |
Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. © Waterlander et al.; licensee BioMed Central Ltd. 2013 |
| abstractGer |
Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. © Waterlander et al.; licensee BioMed Central Ltd. 2013 |
| abstract_unstemmed |
Background Two strategies commonly recommended to improve population diets include food labels and food taxes/subsidies. The aim of this study was to examine the effects of both strategies separately and in combination. Findings An experiment with a 3x3 factorial design was conducted, including: three levels of price reduction (10%; 25%; and 50%) x three labels (‘special offer’, ‘healthy choice’ and ‘special offer & healthy choice’) on healthy foods defined following the Choices front-of-pack nutrition label. N = 109 participants completed the experiment by conducting a typical weekly shop for their household at a three-dimensional web-based supermarket. Data were analysed using analysis of covariance. Participants receiving a 50% price discount purchased significantly more healthy foods for their household in a typical weekly shop than the 10% discount (+8.7 items; 95%CI = 3.8-13.6) and the 25% discount group (+7.7 items; 95%CI = 2.74 – 12.6). However, the proportion of healthy foods was not significantly higher and the discounts lead to an increased amount of energy purchased. No significant effects of the labels were found. Conclusion This study brings some relevant insights into the effects of price discounts on healthier foods coupled with different labels and shows that price effects over shadowed food labels. However, price discounts seem to have ambiguous effects; they do encourage the purchase of healthy products, but also lead to increased energy purchases. More research is needed to examine how pricing strategies can work in directing consumers towards interchanging unhealthier options for healthier alternatives. © Waterlander et al.; licensee BioMed Central Ltd. 2013 |
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Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment |
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https://dx.doi.org/10.1186/1479-5868-10-59 |
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Steenhuis, Ingrid HM de Boer, Michiel R Schuit, Albertine J Seidell, Jacob C |
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10.1186/1479-5868-10-59 |
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