Obesity in Scotland: A bad diet or bad supermarket promotions?

Context : Scotland has some of the highest rates of obesity in Europe. It also has a diet high in calorie-dense food mainly purchased in supermarkets. Objective: This paper investigates the role of supermarket promotions on consumption of healthy/ unhealthy food in Scotland using Kantar Worldpanel data recording weekly purchases of over 3,000 households over ten-year period (2006-2015). Design: This study combines three large datasets to address important questions relating to the effect of supermarketpromotions on purchases among socioeconomic classifications of food consumers.The food consumption data are combined with socioeconomic characteristics of households obtained from the Scottish Index of Multiple Deprivation and the UK FSA Nutrient Profiling to assess the impact of promotions on purchases of healthy/ unhealthy food. Subsequent analysis will be undertaken to apply the approach to the consumption of all food. Results: The preliminary results are presented from an on-going study and show that the consumption of breakfast cereals is less healthy in 2015 compared to 2006. A decrease in full price purchases and an increase in promotion type price reduction has been found across all SIMD groups. Conclusion: The results after a regression will give implication on how the purchases of healthy/ unhealthy foods are influenced through promotion types in supermarkets. Acknowledgement : I want to acknowledge the financial support of the Scottish Rural College (SRUC) in Edinburgh and the Bournmouth University for the BU Matched funding scheme.

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JEL Codes:
I12; C55

 Record created 2018-10-02, last modified 2020-10-28

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