Discounts on fruit and vegetables combined with a space management intervention increased sales in supermarkets
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Discounts on fruit and vegetables combined with a space management intervention increased sales in supermarkets. / Toft, U; Winkler, L L; Mikkelsen, B E; Bloch, P.; Glümer, C.
In: European Journal of Clinical Nutrition, Vol. 71, No. 4, 04.2017, p. 476-480.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Discounts on fruit and vegetables combined with a space management intervention increased sales in supermarkets
AU - Toft, U
AU - Winkler, L L
AU - Mikkelsen, B E
AU - Bloch, P.
AU - Glümer, C
PY - 2017/4
Y1 - 2017/4
N2 - BACKGROUND/OBJECTIVES: To examine the effects of two interventions on consumer purchases of fruits and vegetables (F&V) on the Danish island of Bornholm: a 20% discount on F&V combined with improved shelf-space allocation, and improved shelf-space allocation alone.SUBJECTS/METHODS: A space management intervention to promote F&V sales was performed in two large discount supermarkets on Bornholm in Denmark for 3 months (September-November 2012). In addition, a 20% discount on F&V was introduced for 3 months in one of the supermarkets ('space + price'). The effect was evaluated using sales data from the two intervention supermarkets and three control supermarkets from the same supermarket chain but in Odsherred, Denmark (control area). Both the effect on sales of fresh F&V and potential unhealthy substitution effects were evaluated using multi-level regression analyses.RESULTS: During the price intervention period, the index number for sales of fresh vegetables increased by 22.2% (P=0.001) in the 'space + price' intervention supermarket compared with the control supermarkets. Furthermore, the index number for the sale of organic fresh fruit and vegetables increased by 12.1% (P=0.04) and the sale of the total amount of fruit and vegetables (fresh, frozen, dried and canned) increased by 15.3% (P=0.01) compared with the control supermarkets. In the 'space only' intervention supermarket no significant increase in the sale of fruit and vegetables was found. No unhealthy substitution effects were found.CONCLUSIONS: In conclusion, a 20% price reduction on F&V significantly increased sales of F&V. The effect was most pronounced on vegetables and no negative/unhealthy substitution effects were found.
AB - BACKGROUND/OBJECTIVES: To examine the effects of two interventions on consumer purchases of fruits and vegetables (F&V) on the Danish island of Bornholm: a 20% discount on F&V combined with improved shelf-space allocation, and improved shelf-space allocation alone.SUBJECTS/METHODS: A space management intervention to promote F&V sales was performed in two large discount supermarkets on Bornholm in Denmark for 3 months (September-November 2012). In addition, a 20% discount on F&V was introduced for 3 months in one of the supermarkets ('space + price'). The effect was evaluated using sales data from the two intervention supermarkets and three control supermarkets from the same supermarket chain but in Odsherred, Denmark (control area). Both the effect on sales of fresh F&V and potential unhealthy substitution effects were evaluated using multi-level regression analyses.RESULTS: During the price intervention period, the index number for sales of fresh vegetables increased by 22.2% (P=0.001) in the 'space + price' intervention supermarket compared with the control supermarkets. Furthermore, the index number for the sale of organic fresh fruit and vegetables increased by 12.1% (P=0.04) and the sale of the total amount of fruit and vegetables (fresh, frozen, dried and canned) increased by 15.3% (P=0.01) compared with the control supermarkets. In the 'space only' intervention supermarket no significant increase in the sale of fruit and vegetables was found. No unhealthy substitution effects were found.CONCLUSIONS: In conclusion, a 20% price reduction on F&V significantly increased sales of F&V. The effect was most pronounced on vegetables and no negative/unhealthy substitution effects were found.
KW - Adult
KW - Commerce/economics
KW - Consumer Behavior/economics
KW - Costs and Cost Analysis/economics
KW - Denmark
KW - Female
KW - Food Supply/economics
KW - Fruit/economics
KW - Humans
KW - Male
KW - Spatial Behavior
KW - Vegetables/economics
U2 - 10.1038/ejcn.2016.272
DO - 10.1038/ejcn.2016.272
M3 - Journal article
C2 - 28145417
VL - 71
SP - 476
EP - 480
JO - European Journal of Clinical Nutrition
JF - European Journal of Clinical Nutrition
SN - 0954-3007
IS - 4
ER -
ID: 259568618