People who take advantage of supermarket special offers on food face increased risk of obesity, researchers warn today.
The study examined the shopping habits of 16,148 British households, and based their analysis on a two adult, two school-aged child household.
These were divided into quarters, with the ‘high promotional purchasing’ top quarter buying 40% to 82% of their products on offer. The lowest ‘low promotional purchasing’ quarter bought 0% to 21% of their products on offer.
Calculations showed that households with a high promotional purchasing had a 54% higher chance of being obese than those with low promotional purchasing.
Results are published today (27 March) by Cancer Research UK. They report that the average household buys about 30% of their food and drink products on promotion. Chocolate, crisps, popcorn, and savoury snacks are bought on promotion almost half the time.
Those households buying the most promotional items tended to buy around a third less fruit and vegetables, adding up to about 6 kilograms less fruit and veg per month than those in the low promotional purchasing group.
High promotional purchasing was also linked to buying 25% more food and drink that is high in fat, salt or sugar, or about 11 additional items per month of this food category.
“Promotional items offer people a wealth of tempting yet unhealthy food and drink choices when doing their weekly shop,” said Professor Linda Bauld of Cancer Research UK.
“With cut-price deals on things like chocolate, biscuits, cakes and fizzy drinks, it’s no surprise that people who buy more on promotion have a greater likelihood of being obese.“
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