Do Promotions of Healthier or More Sustainable Foods Increase Sales? Findings from Three Natural Experiments in UK Supermarkets (2024)

This study analyzes the impact of promotional campaigns on sales of healthier and more sustainable foods in UK supermarkets. Three natural experiments were conducted: (1) no-added-sugar plant-based milk, (2) vegan products promoted during Veganuary, and (3) seasonal fruits. Results showed increased sales for plant-based milk and promoted vegan products, particularly in stores serving lower socioeconomic populations, though no lasting changes were observed post-promotion. The study suggests promotions can influence short-term purchasing patterns, but sustained impact requires longer-term strategies.