An analysis of six national grocery chains found that a disproportionate number coupons offered by the retailers were for junk food, according to a new study.
Researchers analyzed over 1000 online coupons from the six major retailers during their study. They limited their search to coupons offered online by the store itself, as opposed to manufacturer’s coupons. The goal of the study was to see if online coupons – which researchers say are used by one-third of grocery shoppers – are promoting healthy eating habits.
Findings
Researchers found that a large portion of coupons offered on the grocer’s website were for snacks and sugary beverages, which as any regular reader of this blog will tell you, are products that should only be consumed sparingly.
An analysis of the data uncovered:
- Snacks, candies and desserts accounted for 25 percent of all online coupons.
- 14 percent of coupons were for prepared meals, which are often loaded with sodium.
- 11 percent of coupons were for cereals, many of them packed with sugar.
- 12 percent of coupons were for beverages. Over half of those coupons were for sodas, juices and energy/sport drinks.
- Only three percent of coupons were for vegetables, one percent were for unprocessed meats, and less than one percent were for fruits.
Dr. Hilary K. Seligman and Andrea Lopez, authors of the study, wrote that consumers often base their food choices off of coupons they find both online and in the newspaper, so both the public and grocers should be aware of the influence the coupons have on shoppers.
“Coupons influence consumer purchases, both by discounting price and by acting as an ‘information stimulant,’ reminding consumers of the product,” the authors write. “Grocery retailers may be uniquely positioned to positively influence Americans’ dietary patterns.”
Although it’s likely easier to move frozen foods or packaged snacks because they have a longer shelf life, researchers noted that grocers lose an estimated $15 billion each year on unsold produce. Seligman and Lopez believe grocers’ bottom lines and consumers’ waist lines could each benefit from more coupons for fruits and vegetables.
“Consumers and retailers may both benefit from stronger incentives for purchasing perishable food items.”
Dr. Silverman comments
This is common knowledge.
Have you ever looked through the store coupons for healthy choices? They don’t exist. Even the “healthy grain” coupon options, which is a truly oxymoronic moniker, are just spring boards to less healthy food.
I liken the situation to that of gateway drugs, but few people have researched how smaller food choices based on coupons and discounts can impact a person’s diet as a whole. It’s like the grocers are saying, “Come on in unsuspecting American consumer, this is a great deal you can’t pass up,” and yet we wonder why our obesity levels continue to climb out of control.
Related source: Medscape