Department of Health Sciences, Faculty of Science, Vrije Universiteit Amsterdam, Amsterdam Public Health Research Institute, Amsterdam, The Netherlands.
Chair group Consumption and Healthy Lifestyles, Wageningen University and Research, 8130, 6700 EW Wageningen, The Netherlands.
Public Health Nutr. 2021 Jul;24(10):3000-3008. doi: 10.1017/S1368980021001233. Epub 2021 Apr 12.
To investigate to what extent promotions in Dutch supermarket sales flyers contribute to a healthy diet and whether there are differences between supermarket types.
A cross-sectional study investigating promotions on foods and beverages (n 7825) in supermarket sales flyers from thirteen Dutch supermarket chains (8-week period), including ten traditional, two discount and one organic supermarket chain(s). Promoted products were categorised by food group (e.g. bread), contribution to a healthy diet (yes/no), degree of processing (e.g. ultra-processed), promotion type (temporary reduction in price, volume-based promotions or advertised only) and percentage discount of price promotions. Differences between supermarket chains in the degree of healthiness and processing of products and the types of price promotions were investigated.
In total, 70·7 % of all promoted products in supermarket sales flyers did not contribute to a healthy diet and 56·6 % was ultra-processed. The average discount on less healthy products (28·7 %) was similar to that of healthy products (28·9 %). Less healthy products were more frequently promoted via volume-based promotions than healthy products (37·6 % v. 25·4 %, P < 0·001). Discount supermarket chains promoted less healthy (80·3 %) and ultra-processed (65·1 %) products more often than traditional supermarket chains (69·6 % and 56·6 %, respectively).
The majority of promoted products via supermarket sales flyers do not contribute to a healthy diet. As promotions are an important determinant of food purchasing decisions, supermarkets do not support healthy choices. Future studies should identify barriers that withhold supermarket chains from promoting more healthy foods in supermarket sales flyers.
探究荷兰超市促销传单在多大程度上促进了健康饮食，以及超市类型之间是否存在差异。
一项横断面研究，调查了 13 家荷兰连锁超市（8 周）销售传单上食品和饮料的促销情况（n=7825），包括 10 家传统超市、2 家折扣超市和 1 家有机超市。促销产品按食品组（如面包）、对健康饮食的贡献（是/否）、加工程度（如超加工）、促销类型（临时降价、基于数量的促销或仅广告）和价格促销的折扣百分比进行分类。研究了不同超市在产品健康度和加工度以及价格促销类型方面的差异。
在超市促销传单中，所有促销产品中，70.7%的产品对健康饮食没有帮助，56.6%的产品为超加工产品。不健康产品的平均折扣（28.7%）与健康产品的折扣（28.9%）相似。与健康产品相比，不健康产品更频繁地通过基于数量的促销方式进行促销（37.6%比 25.4%，P<0.001）。折扣超市比传统超市更频繁地促销不健康（80.3%）和超加工（65.1%）产品（分别为 69.6%和 56.6%）。
通过超市促销传单促销的大多数产品都不利于健康饮食。由于促销是食品购买决策的一个重要决定因素，超市并没有支持健康选择。未来的研究应该确定阻碍超市在促销传单中推广更健康食品的因素。
