Health on the Shelf
Our report showcases how supermarkets can be health promoting spaces, and calls for supermarkets to play a bigger role in nudging consumers to make healthier choices
Obesity is a complex and multi-layered issue. It needs everyone – government, health professionals and industry – to find workable ways to solve the obesity epidemic and help the millions of people it already affects.
Retailers, and in particular supermarkets, have a hugely important role to play in tackling obesity. Supermarkets can create an environment which enables individuals and families to make healthier choices.
The report explores the public’s perception of supermarkets and the marketing strategies retailers use to boost sales. It also showcases how supermarkets can be health promoting spaces, and nudge customers to make healthier choices.
By 2050 it’s predicted that, in the UK, the number of adults with obesity
will rise by 73%
to 26 million
Over 1 in 3 of us
impulse purchase unhealthy products because they are on special offer in supermarkets
Of products on display at children’s eye level in UK supermarkets
89.5% of them were unhealthy
according to the Food Standards Agency’s criteria
Recommendations
Retailers
To adopt a set of key principles to apply to all major supermarket retailers, to include:
- Layout: Greater allocation of shelf space to healthier products, based on the Government’s EatWell guide
- Pricing: Use cartoon characters on healthy products such as fruit and vegetables; introduce a healthy rewards scheme
- Shopper experience: Supermarkets to introduce cookery demonstrations on how to use ingredients and provide recipe cards and advice
Government
- Business rate reductions for supermarkets and retailers who take health seriously by adopting key principles
- Explore introducing a healthy rating scheme, similar to the FSA’s Food Hygiene Rating Scheme ‘scores on the doors’, based on the proportion of healthy and unhealthy products stocked
