A study published in Preventive Medicine shows that a majority of food promoted in supermarket circulars are unhealthy options. Researchers from Deakin University’s WHO Collaborating Center for Obesity Prevention (Melbourne, Australia) assessed the content of circulars from major supermarket chains in 12 countries (Australia, United States, United Kingdom, Canada, Hong Kong, India, Malaysia, New Zealand, Philippines, Singapore, South Africa, and Sweden).
The products were grouped into healthy (from the five core food groups) and “unhealthy” (discretionary) foods according to the Australian Guide to Healthy Eating. Healthy foods that should be consumed daily included fruit, vegetables, dairy, meat, grains, and water, while unhealthy foods included soft drinks, confectionary, chocolate, chips, desserts and ice creams, unhealthy ready meals, fats and oils, processed meats, jams, and energy drinks. Alcohol was also assessed, with a separate category for assorted other foods such as tea, coffee, natural sweeteners, salad dressing, sauces, salt, breakfast spreads, infant food products, herbs, and spices.
The researchers found that unhealthy food was particularly prominent in the circulars of most countries (particularly Hong Kong, UK, U.S., Australia, and Malaysia), the exceptions being the Philippines (no unhealthy foods) and India (11% unhealthy food). In addition, they found that the front covers included markedly healthier products than the remainder of the circular, reflecting the desire by retailers to present a healthy image.
Circulars from Hong Kong store Park’N’Shop promoted the greatest proportion of unhealthy food and alcohol (69%), with circular content from Asda (UK, 61%), Kroger (U.S., 57%), Coles and Woolworths (Australia, 54%), and Giant (Malaysia, 51%) all including more than half unhealthy food and alcohol. Circulars from Loblaws (Canada), New World (New Zealand), Fairprice (Singapore), and Shoprite (South Africa) also contained a high proportion of unhealthy food (40–50%).
Supermarkets are a major source of food in most high-income countries and increasingly in middle- and low-income countries. These findings support previous work by this team that found supermarkets worldwide heavily promote unhealthy foods at key sites in-store, such as end-of-aisle and checkout displays.
“We believe the promotion of unhealthy foods by supermarkets could be a major barrier to halting the global obesity epidemic,” said Adrian Cameron, a senior research fellow with the Center. “It is becoming a particular concern in low and middle-income countries where supermarkets are rapidly displacing traditional food sources. Efforts to restrict unhealthy food marketing should also focus on supermarkets.”
