Pricing and Promotion of Healthy Food: Consumer and Food Retailer Perspectives
Methods: We conducted six focus groups with Black women (n=43) who were primary household food shoppers, and seven in-depth individual interviews with independent grocery store owners/managers in the same locality. Audiotapes were transcribed and text was coded using NVivo based on broad codes that emerged from the data.
Results: Views were congruent about major issues and ways to address them, e.g., increasing advertising and in-store displays for healthy foods and decreasing those for less healthy foods. Consumers suggested pricing strategies for healthy and unhealthy food, including discounting practices. Retailers acknowledged or raised issues similar to those voiced by consumers, emphasized reasons for current practices as beyond their control and identified consumer nutrition knowledge, demand for healthy food and skills in food preparation and manufacturer and distributor practices as important determinants of both retail availability and consumer choice.
Conclusions: Further exploration of these issues with retailers and consumers as well as food manufacturers and distributors is needed to identify feasible approaches to improving supermarket pricing and consumer demand for healthier foods.
Learning Areas:Public health or related public policy
Public health or related research
Describe perspectives of food retailers and Black American food shoppers on pricing and promotion of healthy foods.
Keyword(s): Nutrition, African American
Qualified on the content I am responsible for because: I have over 20 years of experience conducting research on diet and chronic disease risk in diverse populations.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.