Exposure to In-Store Marketing and Obesity

Introduction : People are exposed to in-store marketing strategies every time they visit a food outlet.  Many such strategies have been shown to substantially alter what people buy and sometimes work in ways that people cannot easily recognize.   The purpose of this study was to quantify the use of placement and price reductions as marketing strategies in different food retail outlets and to identify associations between these strategies and the risk of overweight and obesity among customers.

Methods: In 2011 we collected dietary intake and health information from a cohort of 1372 residents in “food deserts” in Pittsburgh, PA.   We audited all neighborhood restaurants and food stores (n=60) including 16 distant food venues where residents most frequently reported food shopping. We assessed end aisle displays, special floor displays, cash register displays and price reductions for sugar-sweetened beverages (SSBs), foods high in saturated oils, fats and added sugars (SOFAS), and nutritious foods like fruits, vegetables and >51% whole grain products.

Results:  Supermarkets and superstores had the largest numbers of displays and price reductions for low nutrient foods.  Exposure to higher numbers of displays of SSBs, foods high in SOFAS and to price reduction in SSBs was associated with increased BMI, but there was no association between exposure to displays of nutritious foods and BMI.

Discussion:  In-store marketing promotions of low-nutrient foods appear to be risk factors for a higher BMI among regular shoppers.  Interventions manipulating in-store marketing strategies are needed to further quantify their role in obesity.