Shoppers Buy More Fruit And Vegetables On Promotion, IGD Trial Shows

The portion of fruit and vegetables sold increased by 78% when available at a reduced price, initial data from a trial conducted in Sainsbury’s by the IGD has revealed.

IGD teamed up with the food and consumer goods industry and the University of Leeds to study in-store behaviour change and identify factors that could drive consumers towards healthier, more sustainable food and drink choices.

As a part of the trial, around 101 Sainsbury’s stores reduced the price of fruit and vegetables to 60p for a four-week period in January 2020 and January 2021.

The findings showed that promoted fruit and vegetable sales declined after the promotions ended, although the rate of decline reduced year on year, suggesting some consumers carried their healthier eating habits forward.

ESM