Healthy food marketing and purchases of fruits and vegetables in large grocery stores

Abstract

Healthy food marketing in the retail environment can be an important driver of fruit and vegetable purchases. In Los Angeles County, the Nutrition Education and Obesity Prevention (NEOP) program utilized this strategy to promote healthy eating among low-income families that shop at large retail chain stores. The present study assessed whether self-reported exposure to large retail NEOP interventions, including seeing at least one store visual, watching an in-store cooking demonstration, and/or seeing at least one program advertisement, were associated with increased fruit and vegetable purchases. During fall 2014, the Division of Chronic Disease and Injury Prevention in the Los Angeles County Department of Public Health partnered with Samuels Center to conduct store patron intercept surveys at six large food retail stores participating in NEOP across Los Angeles County. Of 1050 participants who completed the survey, almost a quarter (25.0%) reported seeing at least one visual throughout the store and 9.2% watched a cooking demonstration. Seeing at least one visual and watching a cooking demonstration were not significantly associated with percent dollars spent on fruits and vegetables each week. Among participants who reported being exposed to at least one store visual, those enrolled in the Supplemental Nutrition Assistance Program (SNAP) reported spending 6% more on fruits and vegetables than those who were not enrolled (p = 0.046). Although the NEOP store interventions did not individually increase store purchases, their educational value may still influence patron food selection, especially if coupled to the monetary resources of SNAP for those who are enrolled. Keywords: Promotion strategies, Food marketing, Grocery stores, Fruits and vegetables