Food promotions and the cost of a healthy diet: Food promotions and healthy diets

Research output: Contribution to journalReview articlepeer-review

87 Downloads (Pure)


With approximately two in three UK adults overweight or obese, one in five living in poverty, and our emergence from the Covid-19a pandemic with implications for employment and income status there is an urgent need to understand what it costs to eat healthily and the role that promotions can play in helping householders manage food budgets. The literature suggests that, in affluent countries, price promotions appear to increase consumer food purchases and are applied more frequently to less healthy products than their healthy counterparts. This research quantifies review discusses the cost of a healthy diet, identifies the prevalence of promotions in both the supermarket setting generally and a typical shopping basket specifically, and discusses the barriers to affording a healthy diet. Given the current policy focus on the cost of living and population health emphasising the need for food shopping to represent health and value for money for better public health outcomes, this research review contributes to the evidence base for retailers’ and policymakers’ consideration as policy solutions are sought to reduce population obesity levels, while ensuring the affordability and accessibility of nutritious food. It is important, given the shift in consumer purchasing behaviour to online shopping as a result of self-isolating or reticence to physically access stores in response to the Covid-19 pandemic, that retail food promotions are available irrespective of the chosen mode of shopping (in-store or online).
Original languageEnglish
Article numberPNS-21-0034.R1
JournalProceedings of the Nutrition Society.
Early online date22 Sept 2021
Publication statusPublished online - 22 Sept 2021


  • Retail food promotions
  • healthy eating
  • food budget


Dive into the research topics of 'Food promotions and the cost of a healthy diet: Food promotions and healthy diets'. Together they form a unique fingerprint.

Cite this