IGD finds 78% uplift in fruit & veg sales when prices reduced
These first results were taken from promotions across 101 Sainsbury’s stores during a four-week-period in both January 2020 and January 2021.
With 37% of consumers saying that cost prevents them from eating a healthy, sustainable diet, the trials tested the hypothesis: ‘reducing the price of fruit and vegetables to 60p in stores across the country, for four weeks, should increase portions sold and variety of products purchased’.
Sales data analysed by the team at The University of Leeds found the number of fruit and vegetable portions sold increased by 78% when the price was reduced.
Susan Barratt, chief executive of IGD, said: “Obesity is one of the biggest health problems this country faces. Just 1% of the UK population currently meets government healthy eating guidance.
“With our diets having such a huge impact on our health and our planet, now is the time for government, the food and consumer goods industry and shoppers to take collective action. The most impactful way to make a difference is to change what we eat and drink.
“This report explores our initial findings, which already shows a positive impact through nudge tactics, pricing and product placement. This is a hugely exciting project, demonstrating the genuine opportunity our industry has to make healthy and sustainable diets easier and more accessible for everyone.”
The findings show that promoted fruit and vegetable sales did decline after the promotions ended, although the rate of decline reduced year-on-year suggesting some consumers carried their healthier eating habits forward.