A recent study examining consumer shopping behaviors regarding food choices reveals that when presented with a decision between lower prices and healthier foods, individuals tend to prioritize lower prices.
In a study published in the journal Marketing Science, it was discovered that providing temporary incentives to food consumers increases the likelihood of them selecting healthier food options.
However, when the discounts are removed, consumers tend to revert to their previous behavior of purchasing less healthy or less expensive options.
The study focused on the research conducted on the US Special Supplemental Nutrition Program for Women, Infants, and Children (WIC). Under WIC, vouchers for specific foods are provided to mothers and children aged 5 and younger. In 2009, a policy reform was implemented by WIC, altering the composition of food vouchers to include incentives for purchasing healthier products.
According to Marit Hinnosaar, the lead author of the study from the University of Nottingham in the UK, the findings indicate a decrease in the consumption of healthier options among participants once they exit the program.
“During the incentive programme, vouchers were restricted to whole wheat bread and low-fat milk,” she said.
“Since some of these options tend to be more expensive, once the vouchers were no longer available for these products, consumers tended to choose items based on price.”
Nevertheless, the study found no significant variation in the overall quantities of products included in the WIC vouchers during or after the program. This encompassed items such as bread, milk, fruits and vegetables, juice, eggs, and cereal.
“A modest post-programme subsidy once programme participants leave the programme — to incentivise healthier food choices — may be a more sustainable way to lengthen the programme’s impact and lead to long-term healthier food purchases,” Hinnosaar said.