Table 3 Online survey, Awareness and Use of Healthy Food Retail Marketing Strategies, New York, 2016
From: Supermarket retailers’ perspectives on healthy food retail strategies: in-depth interviews
Total | NYC | Upstate NY | Chain Headquarters | |||||
|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | |
Health promotion signage | ||||||||
Food Guide Pyramid or My Pyramid | 1 | 5% | 0 | 0% | 0 | 0% | 1 | 50% |
5-A-Day | 2 | 10% | 0 | 0% | 1 | 14% | 1 | 50% |
Fruits and Veggies - More Matters | 2 | 10% | 0 | 0% | 2 | 29% | 0 | 0% |
Rethink Your Drink | 0 | 0% | 0 | 0% | 0 | 0% | 0 | 0% |
Nutritional information | 6 | 30% | 1 | 9% | 3 | 43% | 2 | 100% |
Healthy recipes | 4 | 20% | 0 | 0% | 2 | 29% | 2 | 100% |
Locally grown produce (i.e. grown in New York or New Jersey) | 7 | 35% | 0 | 0% | 6 | 86% | 1 | 50% |
None of the above | 11 | 55% | 10 | 91% | 1 | 14% | 0 | 0% |
Other | 1 | 5% | 0 | 0% | 1 | 14% | 0 | 0% |
Use of healthy placement strategies | ||||||||
Healthy checkout aisles | ||||||||
Have used | 5 | 25% | 2 | 18% | 1 | 14% | 2 | 100% |
Willing to try | 3 | 15% | 2 | 18% | 1 | 14% | 0 | 0% |
Healthy coolers or vending machines | ||||||||
Have used | 6 | 30% | 2 | 18% | 2 | 29% | 2 | 100% |
Willing to try | 3 | 15% | 1 | 9% | 2 | 29% | 0 | 0% |
Placing fruits and vegetables near front of store or by entrance | ||||||||
Have used | 16 | 80% | 8 | 73% | 6 | 86% | 2 | 100% |
Willing to try | 2 | 10% | 2 | 18% | 0 | 0% | 0 | 0% |
Placing healthy foods at eye level | ||||||||
Have used | 16 | 80% | 8 | 73% | 7 | 100% | 1 | 50% |
Willing to try | 3 | 15% | 2 | 18% | 0 | 0% | 1 | 50% |
Placing healthy foods on end caps | ||||||||
Have used | 12 | 60% | 6 | 55% | 4 | 57% | 2 | 100% |
Willing to try | 4 | 20% | 3 | 27% | 1 | 14% | 0 | 0% |
Other secondary placements of healthy foods (by deli, in bakery, etc.) | ||||||||
Have used | 9 | 45% | 4 | 36% | 3 | 43% | 2 | 100% |
Willing to try | 5 | 25% | 3 | 27% | 2 | 29% | 0 | 0% |
Candy free zones | ||||||||
Have used | 2 | 10% | 0 | 0% | 1 | 14% | 1 | 50% |
Willing to try | 2 | 10% | 1 | 9% | 1 | 14% | 0 | 0% |
Use of pricing and promotion strategies | ||||||||
Buy one get one free | ||||||||
Have used | 14 | 70% | 8 | 73% | 5 | 71% | 1 | 50% |
Willing to try | 0 | 0% | 0 | 0% | 0 | 0% | 0 | 0% |
Coupons in circulars | ||||||||
Have used | 12 | 60% | 7 | 64% | 4 | 57% | 1 | 50% |
Willing to try | 1 | 5% | 1 | 9% | 0 | 0% | 0 | 0% |
Coupons online | ||||||||
Have used | 8 | 40% | 4 | 36% | 2 | 29% | 2 | 100% |
Willing to try | 3 | 15% | 2 | 18% | 1 | 14% | 0 | 0% |
Coupons at the register | ||||||||
Have used | 11 | 55% | 6 | 55% | 4 | 57% | 1 | 50% |
Willing to try | 1 | 5% | 1 | 9% | 0 | 0% | 0 | 0% |
Store loyalty cards or programs | ||||||||
Have used | 9 | 45% | 5 | 45% | 2 | 29% | 2 | 100% |
Willing to try | 2 | 10% | 2 | 18% | 0 | 0% | 0 | 0% |
Sales or discounted prices | ||||||||
Have used | 18 | 90% | 9 | 82% | 7 | 100% | 2 | 100% |
Willing to try | 1 | 5% | 1 | 9% | 0 | 0% | 0 | 0% |
Placing items in high traffic areas or at eye level | ||||||||
Have used | 16 | 80% | 8 | 73% | 6 | 86% | 2 | 100% |
Willing to try | 0 | 0% | 0 | 0% | 0 | 0% | 0 | 0% |
Signs promoting fruits and vegetables | ||||||||
Have used | 16 | 80% | 7 | 64% | 7 | 100% | 2 | 100% |
Willing to try | 1 | 5% | 1 | 9% | 0 | 0% | 0 | 0% |
Signs promoting healthy low and no calorie beverages | ||||||||
Have used | 11 | 55% | 6 | 55% | 3 | 43% | 2 | 100% |
Willing to try | 4 | 20% | 2 | 18% | 2 | 29% | 0 | 0% |
Signs promoting unhealthy foods and beverages | ||||||||
Have used | 9 | 45% | 4 | 36% | 4 | 57% | 1 | 50% |
Willing to try | 1 | 5% | 1 | 9% | 0 | 0% | 0 | 0% |
Using product tags to advertise healthier options | ||||||||
Have used | 8 | 40% | 4 | 36% | 2 | 29% | 2 | 100% |
Willing to try | 6 | 30% | 2 | 18% | 4 | 57% | 0 | 0% |
Displaying healthy items from different categories together (e.g., whole grain bread and prepared salad) | ||||||||
Have used | 10 | 50% | 6 | 55% | 2 | 29% | 2 | 100% |
Willing to try | 6 | 30% | 2 | 18% | 4 | 57% | 0 | 0% |
Front of package nutrition information | ||||||||
Have used | 1 | 5% | 0 | 0% | 0 | 0% | 1 | 50% |
Willing to try | 9 | 45% | 5 | 45% | 4 | 57% | 0 | 0% |
Kid-oriented characters on produce or healthy items | ||||||||
Have used | 4 | 20% | 2 | 18% | 0 | 0% | 2 | 100% |
Willing to try | 9 | 45% | 3 | 27% | 6 | 86% | 0 | 0% |
Freestanding displays promoting fruits, vegetables, or whole grains | ||||||||
Have used | 13 | 65% | 7 | 64% | 4 | 57% | 2 | 100% |
Willing to try | 4 | 20% | 1 | 9% | 3 | 43% | 0 | 0% |
N | 20 | 11 | 7 | 2 | ||||