Dhuria Preeti, Muir Sarah, Lawrence Wendy, Roe Emma, Crozier Sarah, Cooper Cyrus, Baird Janis, Vogel Christina
Medical Research Council Lifecourse Epidemiology Centre, University of Southampton, Southampton General Hospital, Southampton, UK.
National Institute for Health Research Southampton Biomedical Research Centre, University of Southampton and University Hospital Southampton NHS Foundation Trust, Southampton, UK.
Int J Health Policy Manag. 2023;12:7597. doi: 10.34172/ijhpm.2023.7597. Epub 2023 Sep 10.
As part of the childhood obesity strategy, the UK Government has introduced regulations to restrict the ways high fat salt and sugar (HFSS) products can be promoted in retail settings from October 2022. This study explored () consumers' views on the likely impact of the UK legislation restricting the placement and promotion of HFSS products on their shopping behaviours and () consumers' beliefs about who is responsible for healthy eating.
Using a cross-sectional study design, qualitative semi-structured telephone interviews were conducted with a purposive sample of women who shopped at a discount supermarket. Thematic analysis was employed to identify key themes.
Participants' (n = 34) had a median age of 35 years and over half were in paid employment. Five themes were identified: (1) The legislation is acceptable, but people can still (and should be able to) buy HFSS items; (2) The legislation is likely to have more impact on shoppers who do not plan their shopping; (3) Affordability of healthy food is just as, or more, important than the legislation; (4) It's up to the individual to eat healthily; and (5) Government and retailers can better support consumers to make healthy choices.
Most participants were optimistic about the incoming regulations and believed that it would support consumers to make healthier food choices. Many raised concerns, however, that the high price of healthy foods and continued availability of unhealthy foods within the stores could undermine the legislation's benefits. Coupling the legislation with interventions to promote and reduce the costs of healthier products would go some way to ensure its success. Raising awareness about marketing strategies that play into consumer concerns for cost and autonomy could further increase acceptance of the policy.
作为儿童肥胖战略的一部分，英国政府已出台法规，自2022年10月起限制高脂肪、高盐和高糖（HFSS）产品在零售场所的促销方式。本研究探讨了（）消费者对英国限制HFSS产品摆放和促销的立法可能对其购物行为产生的影响的看法，以及（）消费者对健康饮食责任归属的看法。
采用横断面研究设计，对在折扣超市购物的女性进行了有目的抽样的定性半结构化电话访谈。采用主题分析法确定关键主题。
参与者（n = 34）的年龄中位数为35岁，半数以上有带薪工作。确定了五个主题：（1）该立法是可以接受的，但人们仍然可以（并且应该能够）购买HFSS产品；（2）该立法可能对不做购物计划的购物者产生更大影响；（3）健康食品的可承受性与立法同样重要，甚至更重要；（4）健康饮食取决于个人；（5）政府和零售商可以更好地支持消费者做出健康选择。
大多数参与者对即将出台的法规持乐观态度，并认为这将支持消费者做出更健康的食品选择。然而，许多人担心健康食品价格高昂以及商店内不健康食品的持续供应可能会削弱该立法的益处。将该立法与促进和降低健康产品成本的干预措施相结合，将在一定程度上确保其成功。提高对影响消费者成本和自主权担忧的营销策略的认识，可能会进一步提高对该政策的接受度。
