Researchers from DeakinUniversity have
highlighted the importance of lower prices as a mechanism to promote the
purchase and consumption of fruit and vegetables, after providing the first
Australian evidence that cutting prices can be an effective way to get people
to buy more fresh produce.
In a study published today in The American Journal of
Clinical Nutrition, the C-PAN "Supermarket Healthy Eating for Life" (SHELf)
trial found that a 20 per cent price reduction in fruit and vegetables resulted
in increased purchasing per household of 21 per cent for fruit and 12 per cent
for vegetables over the price reduction period.
Crucially, the study also found
that the price reduction worked equally well across both low and high income
groups – good news for low income groups who are at particular risk of poor
diets and associated ill health.
The study, the first of its kind
ever done in Australia, was led by Professor Kylie Ball from C-PAN and focused
on female primary household shoppers.
"Women remain primarily
responsible for food selection and preparation and as household food
'gatekeepers', represent important targets for nutrition interventions.
"We also know that individuals
from socioeconomically disadvantaged backgrounds tend to have lower intakes of
fruits and vegetables and higher intakes of energy-dense, nutrient poor foods
than their more advantaged counterparts.
"High costs are often given as a
reason that people don't eat more fruit and vegetables, but until now we didn't
know much about how effective price reductions might be.
"A staggering 95 per cent of the
Australian adult population do not eat enough fruit and vegetables for good
health, so strategies to help people to eat more fruit and vegetables are
urgently needed," she said.
The C-PAN study is the first
rigorously designed trial in Australia and one of only a few in the world to test how price
reductions in real world settings where people select and purchase food
influence purchases of different foods and beverages.
"Improving the diets of Australians
is a complex issue that needs a comprehensive approach including education as
well as pricing strategies on fresh produce.
"Consideration needs to be given
to national or state-based nutrition programs targeting high need, low-income
families, that address economic barriers to healthy eating over the longer-term,
" said Professor Ball.
The SHELf study findings are very
timely given the recent publication of the World Health Organisation report
"Using price policies to promote healthier diets".
C-PAN's work in physical activity
and nutrition is leading the world globally in numerous areas including
research into disadvantaged communities, children's health and healthy ageing.
The SHELf study was conducted by
Deakin University's Centre for Physical Activity and Nutrition Research (C-PAN)
with support from Coles and the National Heart Foundation of Australia.
The SHELf study was supported by
a National Health & Medical Research Council Project Grant, ID 594767
For more information: www.deakin.edu.au/research/src/cpan