New research published by Obesity Action Scotland looked at what lower income households in Scotland think of promotions in stores of unhealthy food and drink.
Obesity Action Scotland and partners from the Scottish Obesity Alliance have been calling for restrictions on promotions in store, online and in the out of home sectors.
Dr Shoba John, head of Obesity Acrion Scotland, said: “No parent should have to make the hard choice between feeding their children nutritious meals and purchasing unhealthy discounted food. The research indicates price and location promotions in stores to be a key distraction and barrier to families shopping and eating healthy, while aggravating inequalities. Urgent and comprehensive policies are needed to promote healthier food.
Focus group discussions with parents of children aged 4-16 from different parts of Scotland shed light on the influence of food promotions in retail stores on parental food choices. Key findings from the research found:
- Parents spoke about the high cost of healthy food, with many saying healthy food options are unaffordable, often forcing them to seek out unhealthy, discounted options.
- Price promotions, particularly temporary price reductions and multi-buy deals, strongly influenced impulse buying and helped to build brand loyalty, with perceived stretch on their budget.
- Location promotions, such as at checkouts and aisle ends, also encouraged impulse buying and parents noted these spaces being dominated by unhealthy food.
Dr Sorcha Hume, public sector affairs manager of Cancer Research UK in Scotland, added: "Maintaining a healthy weight reduces the likelihood of developing some cancers later in life, but we know that the environment around us can make this harder to achieve.
“This report is a powerful reminder of how products high in fat, salt and sugar are still disproportionately promoted to consumers in comparison to healthier items. The tactics retailers use to override parents’ good intentions are still prevalent in Scottish supermarkets today.
“The Scottish Government has a significant role, to protect the health of future generations. That is why it is so important that it fulfils its promise this parliamentary term to introduce restrictions on price promotions of less healthy food and drink, and the placement of these products instore."