Foster Gary D, Karpyn Allison, Wojtanowski Alexis C, Davis Erica, Weiss Stephanie, Brensinger Colleen, Tierney Ann, Guo Wensheng, Brown Jeffery, Spross Carly, Leuchten Donna, Burns Patrick J, Glanz Karen
From the Center for Obesity Research and Education, Temple University, Philadelphia, PA (GDF and ACW); The Food Trust, Philadelphia, PA (AK and SW); the University of Pennsylvania, Philadelphia, PA (ED, CB, AT, WG, and KG); Brown's Super Stores Inc, Westville, NJ (JB); The Fresh Grocer, Drexel Hill, PA (CS and PJB); and Uplift Solutions, Westville, NJ (DL).
Am J Clin Nutr. 2014 Jun;99(6):1359-68. doi: 10.3945/ajcn.113.075572. Epub 2014 Apr 2.
The greater presence of supermarkets in low-income, high-minority neighborhoods has the potential to positively affect diet quality among those at greatest risk of obesity. In-store marketing strategies that draw attention to healthier products may be effective, sustainable, and scalable for improving diet quality and health. Few controlled studies of in-store marketing strategies to promote sales of healthier items in low-income, high-minority neighborhoods have been conducted.
The objective of this study was to evaluate the effects of in-store marketing strategies to promote the purchase of specific healthier items in 5 product categories: milk, ready-to-eat cereal, frozen meals, in-aisle beverages, and checkout cooler beverages.
The design was a cluster-randomized controlled trial conducted from 2011 to 2012. Eight urban supermarkets in low-income, high-minority neighborhoods were the unit of randomization, intervention, and analysis. Stores were matched on the percentage of sales from government food-assistance programs and store size and randomly assigned to an intervention or control group. The 4 intervention stores received a 6-mo, in-store marketing intervention that promoted the sales of healthier products through placement, signage, and product availability strategies. The 4 control stores received no intervention and were assessment-only controls. The main outcome measure was weekly sales of the targeted products, which was assessed on the basis of the stores' sales data.
Intervention stores showed significantly greater sales of skim and 1% milk, water (in aisle and at checkout), and 2 of 3 types of frozen meals compared with control store sales during the same time period. No differences were found between the stores in sales of cereal, whole or 2% milk, beverages, or diet beverages.
These data indicate that straightforward placement strategies can significantly enhance the sales of healthier items in several food and beverage categories. Such strategies show promise for significant public health effects in communities with the greatest risk of obesity.
在低收入、少数族裔聚居的社区中，超市的大量存在有可能对肥胖风险最高人群的饮食质量产生积极影响。通过店内营销策略吸引人们关注更健康的产品，对于改善饮食质量和健康状况而言，可能是有效、可持续且可扩展的。针对低收入、少数族裔聚居社区中促进更健康食品销售的店内营销策略，很少有对照研究。
本研究的目的是评估店内营销策略对促进5类特定更健康产品购买的效果，这5类产品包括牛奶、即食谷物、冷冻食品、货架通道饮料和收银台冷藏饮料。
本研究采用整群随机对照试验设计，于2011年至2012年开展。低收入、少数族裔聚居的城市中的8家超市作为随机分组、干预和分析的单位。根据政府食品援助计划的销售额百分比和店铺规模对店铺进行匹配，然后随机分为干预组或对照组。4家干预超市接受为期6个月的店内营销干预，通过陈列、标识和产品供应策略来促进更健康产品的销售。4家对照超市不接受干预，仅作为评估对照。主要结局指标是目标产品的周销售额，根据超市的销售数据进行评估。
与同期对照超市的销售额相比，干预超市的脱脂牛奶、1%脂肪牛奶、水（货架通道和收银台处的）以及3种冷冻食品中的2种的销售额显著更高。在谷物、全脂或2%脂肪牛奶、饮料或低糖饮料的销售额方面，各超市之间未发现差异。
这些数据表明，直接的陈列策略可显著提高几类食品和饮料中更健康产品的销售额。此类策略有望对肥胖风险最高的社区产生重大的公共卫生影响。
