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Right pricing of healthier food can impact eating habits

Price of healthier food
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Higher costs prevent people from buying food even if it is healthier, suggests a recent report indicating that right pricing can be a nudge tactic to have a positive impact on eating habits of a population.

The trial conducted by the Institute of Grocery Distribution (IGD) and analysed by the University of Leeds found 78 per cent increase in the number of fruit and vegetable portions sold when prices were reduced during various promotions run across the stores in a four week period in both January 2020 and January 2021.


The trial, based on data taken from 101 Sainsbury’s stores, also found that 37 per cent of people said that it was cost that prevented them from eating a healthier, more sustainable diet.

The study also found that the increase in sales of fruit and vegetables extended beyond those products on offer.

The findings show that although promoted fruit and vegetable sales did decline after the promotions ended, the rate of decline reduced year on year, suggesting “some consumers carried their healthier eating habits forward”, as per IGD chief executive Susan Barratt.

“With our diets having such a huge impact on our health and our planet, now is the time for the 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.”

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New benefits scheme for Fed members

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The Federation of Independent Retailers (The Fed) has launched an exclusive benefits scheme for Fed members.

Called FedPlus, the scheme offers a range of discounts on a host of goods and activities, from everyday purchases to luxury products.

Through FedPlus, Fed members will have access to a range of fantastic money-saving benefits covering a wide variety of areas – from health and well-being to home and car essentials, and from food and drink to fashion and tech, entertainment, travel and experiences.

There is a Savings Calculator to show how much has been saved, based on monthly or annual spending, on a range of everyday categories. The Savings Calculator will generate a personal savings total and provide links to the individual deals.

Launching FedPlus, National President Mo Razzaq said: “In my inaugural speech at the Fed’s Annual Conference in June, I spoke about the importance of providing more benefits to help members make money, save money and make business easier.

“Just four months on, we are delighted to bring you FedPlus. This is an exciting new addition to our ever-growing list of member benefits which brings you quick, at your fingertips access to several offers across a wide range of categories so the money in your wallets and purses goes even further in these financially strained times.”

Members can access the scheme through thefedonline.com website. It went live yesterday (October 31).

FedPlus is managed and run for the Fed by Parliament Hill Limited, which has been providing benefit management solutions for membership organisations for the past 20 years. Top name companies offering discounts include Virgin Experience Days, Nuffield Health, Hotpoint, Halfords, Boots, Curry’s and EE.

Tom Sparke, joint managing director and client services director at Parliament Hill, said: “We are looking forward to working with the Fed to assist them in the fantastic support that it provides for its members.

“The Fed has a strong commitment to supporting its members, which aligns with the Parliament Hill ethos of placing the needs of our clients’ members at the heart of what we do.”