Product promotional strategies in supermarkets and their effects on sales: A case study of breakfast cereals and drinks in New Zealand.

IF 2.6 4区医学 Q3 NUTRITION & DIETETICS

Nutrition & Dietetics Pub Date : 2023-11-01 Epub Date: 2023-02-26 DOI:10.1111/1747-0080.12800

Magda Rosin, Leanne Young, Yannan Jiang, Stefanie Vandevijvere, Wilma Waterlander, Sally Mackay, Cliona Ni Mhurchu

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引用次数: 1

Abstract

Aims: To examine the frequency of promotions on breakfast cereals and drinks in a major New Zealand supermarket chain, determine the healthiness of promoted versus non-promoted products, and quantify the effects of promotions on sales.

Methods: Weekly data on product promotions and sales were collected in six Auckland supermarkets for 198 breakfast products over 12 weeks. The healthiness of products was determined using the Health Star Rating system, and the effect of promotions on sales was estimated using linear mixed models.

Results: On average, 47% of breakfast products in a given week were promoted using on-shelf tickets, 12% in weekly mailers, and 9% via promotional displays. The healthiness of promoted and non-promoted breakfast products was comparable. In relation to weekly sales of non-promoted products, all three promotional strategies had substantial (2 to 2.5 times higher sales) and statistically significant (P < 0.001) effects on product sales.

Conclusion: Promotions are frequently used and effective at increasing sales. Marketing strategies focusing solely on promoting healthier products could be an important nudging strategy to improve the healthiness of supermarket food purchases.

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超市产品促销策略及其对销售的影响:以新西兰早餐谷物和饮料为例

目的:研究新西兰一家大型连锁超市对早餐谷物和饮料的促销频率，确定促销产品与非促销产品的健康程度，并量化促销对销售的影响。方法:在12周内收集奥克兰6家超市198种早餐产品的每周促销和销售数据。使用健康之星评级系统确定产品的健康程度，并使用线性混合模型估计促销对销售的影响。结果:平均而言，在给定的一周内，47%的早餐产品使用货架票进行促销，12%通过每周邮件进行促销，9%通过促销展示进行促销。促销和非促销早餐产品的健康状况是相似的。与非促销产品的周销量相比，所有三种促销策略都有显著的提升(2 - 2.5倍的销量)，并且具有统计学意义(P结论:促销在增加销量方面经常被使用并且有效。专注于推广更健康产品的营销策略可能是一种重要的推动策略，以提高超市食品购买的健康程度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Nutrition & Dietetics 医学-营养学

CiteScore

6.40

自引率

16.10%

发文量

审稿时长

>12 weeks

期刊介绍： Nutrition & Dietetics is the official journal of the Dietitians Association of Australia. Covering all aspects of food, nutrition and dietetics, the Journal provides a forum for the reporting, discussion and development of scientifically credible knowledge related to human nutrition and dietetics. Widely respected in Australia and around the world, Nutrition & Dietetics publishes original research, methodology analyses, research reviews and much more. The Journal aims to keep health professionals abreast of current knowledge on human nutrition and diet, and accepts contributions from around the world.