Healthy choice architecture in the supermarket: Does it work?

Abstract

Improving dietary quality of supermarket purchases could help reduce obesity and chronic diseases worldwide. In the past decade, there has been increasing academic interest in using behavioral economics strategies, primarily choice architecture, to “nudge” shoppers to make healthier purchases in supermarkets. In a recent study, Young et al. collaborated with a supermarket retailer to test the impact of prominent shelf placement on the sales of healthier breakfast cereals. This well-designed, 12-week product placement intervention did not increase sales of the healthier products. Does this mean healthy supermarket choice architecture does not work? Shelf placement interventions may not be able to overcome customers' strong preferences for their habitual choices and brands, and in-store displays and promotions may further reduce the effect of these interventions. Healthy choice architecture is more likely to be effective if default choices are compatible with shoppers' personal preferences or long-term goals, such as saving money or keeping their children healthy. Combining product placement interventions with other nudges that are salient, such as price incentives or simplified health labels, are more effective. Healthy choice architecture interventions hold promise for improving population dietary behaviors and health, but academic and public health collaboration with food retailers is needed to develop effective strategies that take into account shoppers’ preferences, socioeconomic barriers, and health-related knowledge.