Point-of-purchase messages improve consumers’ food choices
“Realtime feedback” nutrition messages.
What Has ANR Done?A team of University of California and California State University researchers and educators collaborated with the California Department of Health Services and businesses from the grocery industry to test the feasibility, cost and effectiveness of creating a targeted nutrition education campaign at the supermarket checkout stand. This campaign focused on increasing whole grain bread consumption and was integrated with the point-of-purchase coupon distribution marketing system. By adapting this method to include nutrition information, we were able to reach thousands of people with minimal effort, at the exact time they selected and purchased their food. These checkout messages were computer generated slips of paper that took into account food purchased during the immediate shopping excursion. This technology allowed for dissemination to only those shoppers who paid with a food stamp electronic benefits transfer (EBT) card and had a targeted purchase.
Checkout stand messages increased whole wheat bread purchasesA total of 9,850 messages were distributed during a one-month period to food stamp participants shopping at Raley’s, BelAir and Nob Hill supermarkets. Even without offering a cash incentive, the campaign was able to increase whole wheat bread purchases among 3.6 percent of those EBT users who had previously purchased refined wheat “white” bread. This project demonstrated a new method to strengthen the direct delivery component of the Food Stamp Nutrition Education Program. Our research shows that consumer behavior can be positively influenced by providing “real-time feedback” to shoppers about their dietary choices, without the inclusion of a coupon or monetary incentive.
Clientele Testimonial“Grocery stores are a classroom for nutrition education and where nutritious behavior change can be encouraged.” - Earline Griffith, M.A., R.D., Raley’s Nutrition Specialist
Supporting Unit:Yolo County, Calaveras/Amador County, San Joaquin County, Nutrition
Marcel Horowitz, firstname.lastname@example.org, (530) 666-8722
Dorothy Smith, email@example.com, (209) 223-6834
Anna Martin, firstname.lastname@example.org, (209)468-9497