If you look around, do you find it easier to get a soft drink than a piece of fruit? Are there places where you can buy healthy food? Is there an area nearby where you can play sports? can you walk anywhere That obese environment It is defined as the sum of the influences that the environment, opportunities or living conditions have on promoting obesity in individuals or populations. All of these factors lead us to choose foods that do not conform to what is considered a healthy diet and lifestyle. Granite by granite, an environment is configured where following the health guidelines you know by heart is an obstacle course more difficult than completing the Password.

The supermarket also makes its contribution to the obese environment, which is particularly important when we take that into account, the report says Studying consumer trends According to the Ministry of Industry, Trade and Tourism, supermarkets account for 54.2% of perishable food purchases and 77% of non-perishable food purchases. At the market we buy only 11.4% fresh food and, logically, very little perishable food: 1.4%. To emphasize the importance of the point of sale in our decisions, It is estimated that more than half of the purchasing decisions we make in the supermarket are not planned. Let’s not forget that this is an environment in which comprehensive strategies are applied The 4Ps of Marketing: product, price, advertising and placement -placement in English- and there are indications that they are mainly directional buying unhealthy products.

Translated into your daily life: A large proportion of the groceries you buy on the spur of the moment are on a shelf overflowing with unhealthy products destined to be put in the shopping cart. But could it be flipped into a tactic typical of martial arts and use this ability to positively influence?

Change the environment to change decisions

If the environment that surrounds us determines our consumption habits, changing it can be a source that changes our choices. is something inside behavioral economics it is known as “Choice Architecture”, a term coined by Richard Thaler, 2017 Nobel laureate in economics, for his analyzes of decision making.

A tool was developed to find out how changes in the physical environment affect health-related decisions (alcohol, tobacco and food consumption). defined in the magazine nature of human behavior, the TIPPME (Typology of Interventions in Proximal Physical Microenvironments). This system classifies the interventions that can be made on the product, on nearby objects and on the general environment, distinguishing them into two types:

Location: These can be actions on availability – include or eliminate products to increase, reduce or change available categories, variety or number, such as , proximity or accessibility of products, e.g. B. Placement in the most prominent places: near entrances, at the end of aisles, next to the cash register or at eye level).

Product characteristics: These are changes in its functionality – the way it is used, its design -, its presentation (visual, olfactory, tactile properties), its size or shape and the information contained therein; as on the label.

What makes this approach different from other sales strategies? Two important nuances: no economic incentives such as offers are used and options are not prohibited or eliminated (pastries, soft drinks and pre-cooked food are still available to you).

Can the products be placed in the supermarket to convince you to buy bananas instead of hooks?

I’m not telling you anything you can’t feel: there are areas in the supermarket that, in a grocery version, are the golden mile. Quality studies published in the British Journal of Nutrition or in Current Nutrition Reports; To name a few, they have found that placing products in the supermarket’s most desirable areas – near the checkout, at eye level or at the end of the aisles – improves their visibility and increases sales.

These persuasion techniques have their interesting aspect as they could be used to stuff your car with broccoli, Swiss chard and cooked chickpeas. A 180 degree turn so that the position of the products serves as a peg to help us make healthy choices and you end up with a shopping basket that would make any nutritionist cry with joy (believe me, we need it). Would it be effective?

This has been documented in various systematic reviews of the scientific literature – e.g is either is– with exciting but inconclusive results. It seems that when healthy foods occupy the best spots in the supermarket and unhealthy foods stay in the least attractive places, it’s easier for us to make positive health choices and eat healthier. But much of the evidence is not statistically significant, in part because the studies are small and heterogeneous, and many are not conducted in real-world conditions, ie, in the supermarket. Despite this, the reviews suggest that the combination of the two sides of location – accessibility and location – needs to be considered as it may change our shopping and eating habits.

In the recently published study about changing product placement to create a healthier layout in supermarkets A possible explanation is offered as to why these strategies do not have the expected effect in practice. Increasing the size of the fruit and vegetable area and bringing it closer to the entrance, together with removing unhealthy products from the most visible areas, has a positive impact on health, but the marketing of unhealthy products is ubiquitous, it pops up everywhere in the supermarket and with it end up in the car (and in our stomach).

Those who want you to eat badly; and, even worse, those who want you to eat badly because they think you eat well – unhealthy products light, enriched and various trojan horses I refer have many more resources. They publish ubiquitous messages — ads in the press, in every corner of town, on banners on your phone, in promoted posts on rrss — and place their nutritional monstrosities around every corner so that at the slightest roar of your guts, you won’t hesitate to latch on to one hold on to a granola bar or a bag of chips without walking more than 10 steps.

Do consumers want strategies that help us shop better?

Among the measures the UK will take to reduce obesity is restricting the presence of some products in the prominent areas of the supermarket. It is expected that the The measure will come into force in October of this year. The school of “Who told you to drive for me?” and from the tweets with photos of Fritanga Before any health recommendation, he’s already hyperventilating when he sees a new disorder that limits his freedom to burst his arteries at will.

You can rest assured, José Luis, that no one will take your cognac from you, or the ultra-doers – a term imbued with the immeasurable Laura Caori– of the linear. In fact, they already condition your choices by placing the crazy products in the best spots, and that didn’t bother you. It’s about making healthy choices a little more intuitively; not even “most of it” and that shopping at the supermarket is not evidence of asceticism, which requires a master’s degree in nutrition and a postgraduate degree in food labeling.

In fact, when this idea is presented, most consumers agree. This is the conclusion of a study on the public support for healthy supermarket initiatives with a focus on product placement After asking more than 22,000 people in five countries for their opinion on three initiatives related to product placement: expanding the fresh and healthy food section, placing healthy food in checkout areas and reducing the presence of soft drinks and unhealthy food at the end of the corridors.

Of course we can choose not to put the croissants in the basket. Of course nobody forces us to take instant noodles with us. But to think that our food choices are as free as the sun rises is unreal, innocent, and, if you urge me, has its point of vanity (no, you’re not immune to these strategies). We are all conditioned by hundreds of factors, including what we see at the point of sale: it’s about being aware of it and, if that’s not too much to ask, they make it a little bit easier for us.

Beatrice Robles She’s a food technologist, dietician, and nutritionist obsessed with fighting misinformation. As a Lecturer in Human Nutrition and Dietetics at Isabel I University and a scientific communicator, she has published the book Eat Safely, Eat Anything to help you avoid making messes in the kitchen and eat safely.

Source elpais.com

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