Improving access to healthy, affordable foods
60p Fruit and Vegetable Trial
This trial tested whether lower prices would increase the amount and variety of fruit and vegetables that customers purchase.
Sainsbury’s reduced the price of selected fruit and vegetables to 60p for four weeks in January 2020 and again in January 2021. Stores supported the price incentive offer with:
- In-store signposting
- Prominent product placement
The aim was to encourage customers to buy more fruit and vegetables and try a wider variety.
What happened in this trial?
In this trial, Sainsbury’s reduced the price of selected fruits and vegetables to 60p for four weeks in January 2020 and again in January 2021, in 101 stores across the country. Products included:
- 2020: Avocado, Kale, Kiwi, Mango, Red Grapefruit, Aubergine, Beetroot, Carrots, Celery, Mini Apples, Pineapple, Radish and Swede
- 2021: Avocado, Kale, Kiwi, Little Gem Lettuce, Mango, Red Grapefruit, and Pomegranate
To evaluate the impact, we analysed sales data from January 2019 to March 2021 for 101 stores. We used national sales data and transactions from a loyalty card shopper subset from four regions of England: Yorkshire and the Humber, South East, East Midlands and West Midlands. We linked comprehensive nutrition information to the items purchased in order to present results as weights of foods aligned to the Eatwell guide categories.
What did we find?
Our analysis revealed that sales of the reduced price fruit and vegetables increased by 78% in January 2020 and 56% during the January 2021 Covid-19 national lockdown, compared to the pre-intervention 2019 year. In both years, sales rose well above expected levels, indicating that the 60p Fruit and Veg trial led to increases in sales of fruits and vegetables far above the expected seasonal increase.
During this trial, customers who engaged with the ’60p Fruit and Veg’ intervention also shifted postively towards the Eatwell guide, purchasing more fruits and vegetables and less discretionery foods as a proportion of their basket.
Publications related to this research
If you would like to find out more about this research please do read the visit the links below.
