Academics and supermarket chain collaborate for study to encourage healthy food purchases

The results of a study co-designed by Countdown supermarkets and academics at the University of Auckland, have highlighted opportunities to further build on knowledge that could promote healthy food purchasing decisions in a supermarket setting.

The chosen intervention tested more prominent shelf placement of healthier breakfast cereals. 

While the research showed that more prominent shelf placement alone did not positively influence purchasing behaviour, insights gathered suggest that customers and retailers were supportive of making healthier products more prominent on shelves, says study investigator Dr Leanne Young.