Pricing to encourage healthy choices
The price of food and drinks has significant influence on what people decide to eat – ‘pricing interventions’ are a way of directing people toward healthier options.
“Research has found that just a 10% price increase on unhealthy items and a 10% price decrease on healthy items can result in healthier purchases”*
A study run across several YMCA aquatic and recreation centres in 2020 piloted the effectiveness and acceptability of pricing interventions in their onsite cafes.
The intervention:
- GREEN foods – prices reduced by 8.9%
- RED foods – prices increased by 10.5%
The results:
- significant decrease in sales of unhealthy items – 86% decrease in the final week of the study
- no perceived impact on sales overall – in fact managers chose to maintain the price changes after the study finished
- staff found the changes easy to implement
- happy, satisfied customers supported the changes
Want more info?
- Check out this great infographic summarising the changes and outcomes
- Access out FREE resources and tips to help you in pricing and promoting healthier choices
*Reference: Huse O, Orellana L, Ferguson M, Palermo C, Jerebine A, Zorbas C, Boelsen-Robinson T, Blake MR, Peeters A, Brimblecombe J, Moodie M, Backholer K. 2020. Retailer-led healthy pricing interventions: a pilot study within Victorian aquatic and recreation centres. Health Promotion International. In press.
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The Healthy Eating Advisory Service acknowledges the Traditional Owners of the land on which we operate. We pay our respects to them, their culture and their Elders past and present.
The Healthy Eating Advisory Service is delivered by experienced nutritionists and dietitians at Nutrition Australia Vic Division, with support from the Victorian Government.
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