Winkler Megan R, Lenk Kathleen, Erickson Darin J, Laska Melissa N
Department of Behavioral, Social, and Health Education Sciences, Rollins School of Public Health, Emory University, Atlanta, GA.
Division of Epidemiology and Community Health, School of Public Health, University of Minnesota, Minneapolis, MN.
J Acad Nutr Diet. 2022 Nov;122(11):2050-2059. doi: 10.1016/j.jand.2022.02.017. Epub 2022 Feb 28.
Marketing strategies for sweetened beverages (SBs) are pervasive across food retail. Yet few studies have examined how these strategies associate with planned and unplanned SB purchasing.
This study aimed to examine whether customers with greater exposure to SB retail marketing (eg, advertisements and product placement) were more likely to purchase an SB and whether this varied by customer characteristics.
This was an observational, cross-sectional study using objective customer purchasing and store assessment data from convenience and other small food stores.
PARTICIPANTS/SETTING: Participants were 1,604 food and beverage customers at 144 randomly sampled convenience and other small food stores in Minneapolis-St Paul, MN.
Marketing strategies, including SB advertisements, placement, and shelf space were included.
We determined the probability of customers purchasing ≥4 fluid ounces of a ready-to-drink sugar and/or artificially sweetened beverage.
Associations between marketing strategies and purchasing were estimated using mixed regression models, controlling for customer characteristics and accounting for customers nested within stores.
Fifty-six percent of customers purchased an SB; 14% also specified that it was an unplanned purchase. Customers were more likely to purchase an SB when exterior advertisements (P < .001) and advertisements hanging from the ceiling (P < .001) that promoted SBs were present. Customers with moderate and high cumulative exposure to SB marketing were significantly more likely to purchase SBs (51.2% and 54.9%, respectively) than those with lower exposure (34%); this effect was particularly salient for men. There were no significant associations between retail marketing strategies and unplanned purchases.
Findings demonstrate that feasible and sustainable approaches are required from policy makers, retailers, and public health professionals to shift store environments away from cues that promote unhealthy beverage selections. Given that numerous retail actors are invested in the availability, promotion, and sales of SBs, changing the predominance of SB marketing in convenience stores will likely be challenging and require cross-sector collaboration.
甜味饮料（SBs）的营销策略在食品零售业中无处不在。然而，很少有研究探讨这些策略与计划性和非计划性SB购买之间的关联。
本研究旨在调查更多接触SB零售营销（如广告和产品摆放）的顾客是否更有可能购买SB，以及这种情况是否因顾客特征而异。
这是一项观察性横断面研究，使用来自便利店和其他小型食品店的客观顾客购买及店铺评估数据。
参与者/地点：参与者为明尼阿波利斯-圣保罗市144家随机抽样的便利店和其他小型食品店中的1604名食品和饮料顾客。
包括SB广告、摆放位置和货架空间等营销策略。
我们确定了顾客购买≥4液量盎司即饮型含糖和/或人工甜味饮料的概率。
使用混合回归模型估计营销策略与购买之间的关联，控制顾客特征并考虑店内顾客的嵌套情况。
56%的顾客购买了SB；14%的顾客还明确表示这是一次非计划性购买。当有推广SB的外部广告（P <.001）和天花板悬挂广告（P <.001）时，顾客更有可能购买SB。与低暴露顾客（34%）相比，中度和高度累积接触SB营销的顾客购买SB的可能性显著更高（分别为51.2%和54.9%）；这种效应在男性中尤为明显。零售营销策略与非计划性购买之间无显著关联。
研究结果表明，政策制定者、零售商和公共卫生专业人员需要采取可行且可持续的方法，改变店铺环境，消除促进不健康饮料选择的提示因素。鉴于众多零售参与者都参与了SB的供应、推广和销售，改变便利店中SB营销的主导地位可能具有挑战性，需要跨部门合作。
