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The impact of restricting price promotions on foods high in fat, sugar and salt on purchasing behaviours: a randomised controlled trial in a simulated online supermarket in the UK.

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Title: The impact of restricting price promotions on foods high in fat, sugar and salt on purchasing behaviours: a randomised controlled trial in a simulated online supermarket in the UK.
Authors: Jia R; Nuffield Department of Primary Care Health Sciences, University of Oxford, UK., Bianchi F; Behavioural Insights Team, UK.; NESTA, UK., Luick M; Nuffield Department of Population Health, University of Oxford, UK., Hilliard D; NESTA, UK., Bain F; NESTA, UK., Bandy L; Nuffield Department of Primary Care Health Sciences, University of Oxford, UK., Finlayson A; Behavioural Insights Team, UK., Horwell B; Behavioural Insights Team, UK., Meyer Zu Brickwedde E; Behavioural Insights Team, UK., Stuijfzand B; Behavioural Insights Team, UK., Tagliaferri G; Behavioural Insights Team, UK., Whitwell-Mak J; Behavioural Insights Team, UK., Pechey R; Nuffield Department of Primary Care Health Sciences, University of Oxford, UK., Harper H; NESTA, UK.
Source: Public health nutrition [Public Health Nutr] 2026 Jul 09; Vol. 29 (1), pp. e156. Date of Electronic Publication: 2026 Jul 09.
Publication Type: Journal Article; Randomized Controlled Trial; Research Support, Non-U.S. Gov't
Language: English
Journal Info: Publisher: Cambridge University Press Country of Publication: England NLM ID: 9808463 Publication Model: Electronic Cited Medium: Internet ISSN: 1475-2727 (Electronic) Linking ISSN: 13689800 NLM ISO Abbreviation: Public Health Nutr Subsets: MEDLINE
Imprint Name(s): Publication: <2007- > : Oxford : Cambridge University Press
Original Publication: Wallingford, Oxon, UK : Published on behalf of the Nutrition Society by CAB International, c1998-
MeSH Terms: Dietary Fats*/economics , Dietary Fats*/administration & dosage , Consumer Behavior*/economics , Dietary Sugars*/economics , Sodium Chloride, Dietary*/economics , Commerce* , Food Markets* , Food Preferences*, Diet/economics ; Humans ; United Kingdom ; Adult ; Female ; Male ; Choice Behavior ; Middle Aged ; Energy Intake
Abstract: Objective: Price promotions influence food choices and are disproportionately applied to foods high in fat, sugar and salt (HFSS), consumption of which is a known contributor to poor diet and diet-related non-communicable diseases. This study evaluates the effectiveness of (1) restricting price promotions of HFSS products and (2) allowing such promotions but restricting communications regarding them in changing purchasing behaviours.
Design: Between-subjects randomised controlled trial with three arms: (1) reduced price, labelled a price promotion ('Usual Practice'); (2) reduced price, not labelled a price promotion ('No Communication') and (3) standard price ('No Promotion'). Participants selected food and drinks for 2 d in a one-off shop, without restrictions on the number of items to purchase or the budget, at a simulated online supermarket. We measured total energy (kcal) in basket, total cost, total number of items, energy density (kcal/100 g) and proportion of the basket that was HFSS.
Setting: Simulated online supermarket.
Participants: Adults representative of the UK population (n 9004).
Results: There were no significant differences in energy in baskets between groups, after controlling for age, sex, household income, ethnicity and deprivation. No significant differences were found between groups' baskets for total cost, energy density or proportion HFSS. Participants in the 'Usual Practice' group selected significantly more items than the 'No Promotion' group (11·4 v. 11·1; P = 0·003).
Conclusions: No significant effects of restricting price promotions, or communications of them, were found for purchasing behaviours in a simulated online supermarket. Further price-based interventions, especially in real-world settings, are needed to provide robust policy recommendations.
References: Appetite. 2023 Jul 1;186:106539. (PMID: 36931348)
BMJ. 2010 Mar 23;340:c332. (PMID: 20332509)
Appetite. 2020 Apr 1;147:104547. (PMID: 31812558)
Public Health Nutr. 2020 Aug;23(12):2228-2233. (PMID: 32366342)
Curr Dev Nutr. 2024 Nov 20;9(1):104509. (PMID: 39735732)
Appetite. 2024 Sep 1;200:107579. (PMID: 38914261)
Addiction. 2026 Feb;121(2):388-399. (PMID: 41115688)
PLoS Med. 2022 Feb 17;19(2):e1003915. (PMID: 35176022)
BMJ Open. 2019 Jun 27;9(6):e026652. (PMID: 31253615)
BMC Public Health. 2020 Mar 12;20(1):312. (PMID: 32164634)
Health Econ. 2023 Jan;32(1):25-46. (PMID: 36183337)
Appetite. 2019 Feb 1;133:378-386. (PMID: 30502442)
BMJ Nutr Prev Health. 2024 Feb 13;7(1):78-87. (PMID: 38966105)
Nutrients. 2010 Jan;2(1):60-74. (PMID: 22253992)
J Epidemiol Community Health. 2005 Dec;59(12):1054-7. (PMID: 16286493)
JMIR Public Health Surveill. 2023 Dec 19;9:e41540. (PMID: 38113090)
Nutr Rev. 2009 Jun;67(6):333-42. (PMID: 19519674)
Contributed Indexing: Keywords: Communication; HFSS; Price; Promotion; Randomised controlled trial
Substance Nomenclature: 0 (Dietary Fats)
0 (Dietary Sugars)
0 (Sodium Chloride, Dietary)
Entry Date(s): Date Created: 20260709 Date Completed: 20260729 Latest Revision: 20260910
Update Code: 20260911
PubMed Central ID: PMC13434572
DOI: 10.1017/S1368980026103073
PMID: 42421305
Database: MEDLINE
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  Data: The impact of restricting price promotions on foods high in fat, sugar and salt on purchasing behaviours: a randomised controlled trial in a simulated online supermarket in the UK.
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– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Objective: Price promotions influence food choices and are disproportionately applied to foods high in fat, sugar and salt (HFSS), consumption of which is a known contributor to poor diet and diet-related non-communicable diseases. This study evaluates the effectiveness of (1) restricting price promotions of HFSS products and (2) allowing such promotions but restricting communications regarding them in changing purchasing behaviours.&lt;br /&gt;Design: Between-subjects randomised controlled trial with three arms: (1) reduced price, labelled a price promotion (&#39;Usual Practice&#39;); (2) reduced price, not labelled a price promotion (&#39;No Communication&#39;) and (3) standard price (&#39;No Promotion&#39;). Participants selected food and drinks for 2 d in a one-off shop, without restrictions on the number of items to purchase or the budget, at a simulated online supermarket. We measured total energy (kcal) in basket, total cost, total number of items, energy density (kcal/100 g) and proportion of the basket that was HFSS.&lt;br /&gt;Setting: Simulated online supermarket.&lt;br /&gt;Participants: Adults representative of the UK population (n 9004).&lt;br /&gt;Results: There were no significant differences in energy in baskets between groups, after controlling for age, sex, household income, ethnicity and deprivation. No significant differences were found between groups&#39; baskets for total cost, energy density or proportion HFSS. Participants in the &#39;Usual Practice&#39; group selected significantly more items than the &#39;No Promotion&#39; group (11&#183;4 v. 11&#183;1; P = 0&#183;003).&lt;br /&gt;Conclusions: No significant effects of restricting price promotions, or communications of them, were found for purchasing behaviours in a simulated online supermarket. Further price-based interventions, especially in real-world settings, are needed to provide robust policy recommendations.
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          Identifiers:
            – Type: issn-electronic
              Value: 1475-2727
          Numbering:
            – Type: volume
              Value: 29
            – Type: issue
              Value: 1
          Titles:
            – TitleFull: Public health nutrition
              Type: main
ResultId 1