In a recent analysis by the Food Foundation, it has been highlighted that UK supermarkets are prioritising meat and processed food through multibuy offers, despite the potential health risks associated with these products.
A comprehensive study reveals that 18% of multibuy deals in major supermarkets include meat and dairy items, with 11% involving processed meats like sausages, ham, and bacon. In stark contrast, only 5% of these promotions feature fruit and vegetables. This suggests a significant imbalance in the incentivisation of healthier food choices, as reported by various supermarkets, including Aldi, Iceland, Morrisons, Asda, Tesco, and Sainsbury’s in March. The Questionmark Foundation, responsible for the analysis, underscores this disparity, indicating a trend where retailers facilitate the purchase of foods detrimental to both personal and environmental health.
The implications of these findings are profound, as they imply that supermarkets, to a large extent, direct consumer behaviour towards less healthy options through strategic pricing incentives. The British Retail Consortium has countered this by asserting that supermarkets do indeed make fresh fruits and vegetables affordable through low prices and promotions. However, this assurance seems to conflict with the actual promotional statistics, highlighting a gap between policy and practice.
Iceland was notably found to allocate 15% of its multibuy offerings to processed meats, whereas Tesco and Asda followed closely with 13% and 11%, respectively. This statistic starkly contrasts with the measly 2% dedicated to fruit and vegetable promotions by Iceland. A significant observation is that only Lidl among the major supermarkets has set ambitions aimed at increasing sales of non-meat dishes, marking a progressive step towards balancing the scales.
The Food Foundation’s revelations may prompt a re-evaluation of promotional strategies by supermarkets, encouraging a more health-conscious approach to marketing. This could significantly influence public health trends, considering the known risks associated with high consumption of processed meats, such as increased cancer risk.
The current promotional practices in UK supermarkets indicate a concerning emphasis on processed meats over healthier food options. It highlights the need for a shift towards more balanced promotions to support public health and sustainability.
