The Commons Health Committee (CHC) has recommended a 10 – 20% tax on sugary products as part of a package that would also clamp down on promotions on these products. To investigate ways in which retailers can reduce promotions on sugary product promotions, The Retail Data Partnership (TRDP) have analysed data that identify what sells, and which promotions work best to generate profitable sales.
High profile chef and health campaigner, Jamie Oliver, has lobbied the government to tackle the issue of sugary products because of their link to obesity, especially in children. He cites the number of promotions that retailers have on sugary products, hence you may already be feeling the pressure to reduce promotions on these contentious lines.
Some soft drinks contain 14 teaspoons of sugar – twice the recommended level for a whole day. The BBC reports:
In the light of this debate, perhaps it is time to rethink your approach to promotions and get ahead of the trend by offering healthier options in your promotion mix.
Instead of having most of your sugary soft-drinks on ‘3 for 2’ or ‘buy one get one free’ promotions, why not market The Big Night In and cross sell snacks and a variety of soft drinks? For example, buy a share bag of crisps or popcorn and get a soft-drink for free? That way you reduce the sugary products you have on promotion. You can also upsell these items which will encourage consumers to pick a healthier alternative.
Offer alternatives to sugary products like low fat flavoured milks, mineral water, no-added-sugar (NAS) fruit juices and low calorie snacks, as well as fresh fruit.
Why not make the healthier choices the cheapest choice?
Several major retailers such as Tesco have removed sugary products from near their tills to underline their support for healthy eating. If you stock healthier products, you will support consumers who wish to make healthier choices.
All parents have experienced the emotional stress of children’s pester power –
As well as reducing the number of promotions you have on sugary items, you might also consider moving confectionery out of the sight of children and away from the checkouts.
Our ShopMate EpoS system is used by 2 200 retailers (over 3 000 tills). We have access to data on retail sales and promotions in Western Europe which may be of interest. We can look at global promotions across all categories by region, then make comparisons so that you can see their sales performance.