Short answer

Designers and marketers should critically evaluate how product placement, shelf space allocation, and promotional strategies within retail environments influence consumer behavior, particularly concerning health-related product categories.

Field
Innovation & Markets
Source
Archives of Public Health (2023)
Method
Observational study
Sample
55 supermarkets
Evidence
Strong effect

Supermarket environments in Flanders, Belgium, are dominated by unhealthy food options, with a significant imbalance in shelf space, prominent placement, and on-pack promotion favoring less healthy choices. This innovation & markets research insight is drawn from a 2023 study published in Archives of Public Health. Using Observational study with 55 supermarkets, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should critically evaluate how product placement, shelf space allocation, and promotional strategies within retail environments influence consumer behavior, particularly concerning health-related product categories.

Study
Innovation & MarketsRecentStrong effect

Unhealthy food prevalence in supermarkets outweighs healthy options by 3.6:1

Supermarket environments in Flanders, Belgium, are dominated by unhealthy food options, with a significant imbalance in shelf space, prominent placement, and on-pack promotion favoring less healthy choices.

Archives of Public Health · 2023

01

Key Findings

  • 01The average ratio of healthy to unhealthy food shelf length was 0.36 (3.6m of unhealthy for every 10m of healthy).
  • 02Ultra-processed foods dominated check-out areas (97.5%) and end-of-aisle displays.
  • 03Supermarkets in more deprived socioeconomic areas exhibited unhealthier in-store food environments.
02

Application

Design takeaway

Designers and marketers should critically evaluate how product placement, shelf space allocation, and promotional strategies within retail environments influence consumer behavior, particularly concerning health-related product categories.

How to apply

When designing retail spaces or developing product placement strategies, prioritize the visibility and accessibility of healthier options and consider the impact of prominent placement for less healthy items.

Project actions

  • 01Consider how the physical layout of a store influences purchasing decisions.
  • 02Analyze the impact of promotional displays on product sales, especially for food items.
03

Method & Evidence

AimTo assess the availability, prominence, and promotion of healthy versus unhealthy foods within a representative sample of supermarkets in Flanders, Belgium.
MethodObservational study
ProcedureResearchers collected data on food availability (shelf length ratio of healthy to unhealthy foods), prominence (proportion of unhealthy foods at check-outs and end-of-aisles), and promotion (on-pack marketing messages) in 55 supermarkets across Flanders.
Sample55 supermarkets
ContextSupermarket retail environments in Flanders, Belgium.

Variables

IV["Socioeconomic status of the area","Type of food (healthy vs. unhealthy)","Placement of food (shelf, check-out, end-cap)","Promotional activity (on-pack marketing)"]
DV["Ratio of healthy to unhealthy food shelf length","Proportion of unhealthy foods at prominent locations","Number of marketing messages on food packages"]
CV["Supermarket chain","Geographic location within Flanders","Year of data collection"]
04

Strengths & Limitations

Strengths

  • +Representative sample of supermarkets across Flanders.
  • +Detailed assessment of multiple healthiness indicators (availability, prominence, promotion).

Limitations

The study was conducted in Flanders, Belgium, so findings might differ in other countries or regions. The classification of 'healthy' versus 'unhealthy' can be complex.

Reliability & validity

The study's reliability is supported by a systematic data collection procedure across multiple supermarkets. Validity is enhanced by assessing multiple dimensions of the food environment (availability, prominence, promotion) and considering socioeconomic factors.

Think critically

To what extent are supermarkets responsible for public health outcomes, and how can design interventions within these spaces mitigate negative health impacts?

05

Design Principles

"The retail environment is a powerful design element that shapes consumer behavior; its design should be considered for its impact on health and well-being."

This imbalance in the retail environment directly influences consumer purchasing decisions, potentially impacting public health outcomes. Designers and marketers need to understand how product placement and promotion strategies within retail spaces can either encourage or discourage healthier consumption patterns.

06

What This Means for Your Design

In supermarkets, there's way more unhealthy food on shelves and at checkout counters than healthy food. This is especially true in poorer neighborhoods. This means stores are designed to make people buy more junk food.

How to use in your project

  • 1.Use this study to justify research into the impact of product placement on consumer choice in your own design project.
  • 2.Cite this research when discussing the influence of the retail environment on user behavior.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights the significant imbalance in supermarket environments, where unhealthy food options are disproportionately available, prominently displayed, and heavily promoted compared to healthier alternatives. This environmental design influences consumer choices, particularly in lower socioeconomic areas, suggesting a need for more health-conscious retail design strategies.

09

Source

Archives of Public Health

Unhealthy food availability, prominence and promotion in a representative sample of supermarkets in Flanders (Belgium): a detailed assessment

journal · 2023

View source

Questions About This Research

What does the research say about unhealthy food prevalence in supermarkets outweighs healthy options by 3.6:1?
Designers and marketers should critically evaluate how product placement, shelf space allocation, and promotional strategies within retail environments influence consumer behavior, particularly concerning health-related product categories. Evidence: Archives of Public Health (2023).
Why does "Unhealthy food prevalence in supermarkets outweighs healthy options by 3.6:1" matter for design?
This imbalance in the retail environment directly influences consumer purchasing decisions, potentially impacting public health outcomes. Designers and marketers need to understand how product placement and promotion strategies within retail spaces can either encourage or discourage healthier consumption patterns.
How can designers apply this research?
Designers and marketers should critically evaluate how product placement, shelf space allocation, and promotional strategies within retail environments influence consumer behavior, particularly concerning health-related product categories.
What were the main findings?
The average ratio of healthy to unhealthy food shelf length was 0.36 (3.6m of unhealthy for every 10m of healthy).. Ultra-processed foods dominated check-out areas (97.5%) and end-of-aisle displays.. Supermarkets in more deprived socioeconomic areas exhibited unhealthier in-store food environments.
What research method was used?
Observational study with 55 supermarkets.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Archives of Public Health.
What should I do differently in my next project?
When designing retail spaces or developing product placement strategies, prioritize the visibility and accessibility of healthier options and consider the impact of prominent placement for less healthy items.
What are the limitations?
The study focused on a specific region and may not be generalizable to all supermarket environments. The definition of 'healthy' and 'unhealthy' foods can be subjective.