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
Related news
Lidl wins through its ‘breadification’ strategy in the UK
British supermarkets are being criticised for allegedly misleading marketing in…
Read more >Self-checkouts also need a better strategy to succeed
Grocery Dive’s report on self-service checkouts and Mordor Intelligence’s forecast…
Read more >IGD: Retail media and increased efficiency will be important in 2024
This article sets out to summarise the retail trend predictions…
Read more >Related news
A new office responsible for food safety and retail trade can be established under the leadership of Márton Nagy
A new top organization called the National Trade Office could…
Read more >K&H: Almost two-thirds of businesses are planning development
The majority of domestic micro, small and medium-sized enterprises, 61…
Read more >KSH: industrial production fell by 8.2 percent in June
In June 2024, the volume of industrial production was 8.2…
Read more >