A new study reveals UK supermarkets’ increased promotion of meat and processed products through multibuy offers.
- Significant percentage of multibuy deals in UK supermarkets include meat and processed foods, despite health risks.
- Only a small proportion of promotions focus on fruits and vegetables, raising health and sustainability concerns.
- Iceland, Tesco, and Asda lead in promoting processed meat through multibuy schemes, with minimal focus on healthier options.
- Lidl stands out by aiming to boost sales of non-meat dishes among UK supermarkets.
UK supermarkets have been found to encourage the purchase of meat and processed meats through enticing multibuy deals, according to a recent study reported by The Guardian. The research highlights that 18% of such offers in major supermarkets involve meat and dairy, while 11% target processed meat products including sausages, ham, and bacon. This trend persists despite the well-documented health risks associated with excessive consumption of these foods.
While meat and processed items enjoy considerable promotion, only 5% of multibuy deals focus on fruits and vegetables. This disparity was revealed through the analysis of promotions by various UK supermarkets such as Aldi, Iceland, Morrisons, Asda, Tesco, and Sainsbury’s. This suggests a lack of balance in encouraging healthy eating habits, potentially impacting both personal health and environmental sustainability.
The Food Foundation points out that this pattern indicates supermarkets’ active role in promoting less healthy food choices. They criticize the current promotional strategies for incentivizing purchases that could harm both human health and the planet. This raises questions about the social responsibility of large grocery chains.
Iceland emerges as a leading retailer with 15% of their multibuy deals including processed meat, followed by Tesco at 13% and Asda at 11%. Conversely, Iceland offers the least multibuy promotions on fruits and vegetables at a mere 2%. This highlights a trend where less nutritious options are marketed more aggressively than healthier alternatives.
In contrast, Lidl is the only major UK supermarket committed to increasing sales of non-meat products, setting it apart from its competitors. This initiative aligns with a growing demand for plant-based diets and reflects a shift in consumer preference towards sustainability and health-focused choices.
The promotional choices of most UK supermarkets raise critical questions about their commitment to promoting healthier and more sustainable eating habits.
