The trial found that 37% of people said it was the cost that kept them from eating a healthier, more sustainable diet.
“The trial, led by the Institute of Grocery Distribution (IGD) and analyzed by the University of Leeds, used data from 101 Sainsbury’s stores.
He looked at promotions running in stores over a four-week period in January 2020 and January 2021.
The results included a 78% increase in the number of servings of fruits and vegetables sold when prices were reduced.
IGD Executive Director Susan Barratt said, “Obesity is one of the biggest health problems facing this country.
“Only 1% of the UK population currently adhere to government guidelines for healthy eating.
“With our diets having such a huge impact on our health and our planet, now is the time for government, the food and consumer goods industry and buyers to take collective action.
“The most effective way to make a difference is to change what we eat and drink.
“This report explores our early findings, which are already showing positive impact through nudge tactics, pricing and product placement.
“This is an extremely exciting project, which demonstrates the real opportunity our industry has to make healthy and sustainable diets easier and more accessible to everyone. “
The study also found that the increase in fruit and vegetable sales extended beyond the products on offer.
“The results show that sales of promoted fruits and vegetables declined after the promotions ended, the rate of decline decreased year on year, suggesting that some consumers continued their healthier eating habits.