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Related Experiment Video

Updated: Aug 30, 2025

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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Impact on purchasing behaviour of implementing 'junk free checkouts': A pre-post study.

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  • 1School of Psychology, University of Leeds, Leeds, UK.

Nutrition Bulletin
|August 31, 2022
PubMed
Summary

Tesco Express stores reduced sales of unhealthy foods after removing them from checkout areas. Despite a small decrease in high-fat, salt, or sugar product purchases, store compliance with the healthy checkouts initiative was low.

Keywords:
consumer behaviournutritionpolicypublic healthsupermarketsupermarket checkout

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Area of Science:

  • Public Health
  • Consumer Behavior
  • Retail Strategy

Background:

  • Tesco Express convenience stores introduced a healthy checkouts initiative in 2015.
  • This initiative involved removing products high in fat, salt, or sugar from in-queue areas.

Purpose of the Study:

  • To compare purchasing patterns of less healthy foods before and after the healthy checkouts initiative.
  • To assess the impact of removing unhealthy options from checkout areas on consumer spending and product quantities.

Main Methods:

  • Utilized store-level sales data from 1151 Tesco Express stores in England for two 8-week periods (May-July 2014 and 2015).
  • Employed paired t-tests to analyze changes in the proportion of total spend on less healthy foods (biscuits, cakes, crisps, confectionery).
  • Assessed compliance through 41 unannounced store visits.

Main Results:

  • Overall store spend increased from 2014 to 2015.
  • The proportion of total spend on less healthy foods decreased significantly (p < 0.001) from 8.21% in 2014 to 8.03% in 2015.
  • Confectionery showed the largest reduction in spend proportion, decreasing from 4.12% to 3.91% (p < 0.001).
  • Results for product quantity mirrored spending trends.
  • Only 39% of stores achieved full compliance with the initiative.

Conclusions:

  • The healthy checkouts initiative led to a small but significant reduction in the sales of less healthy foods, particularly confectionery.
  • These findings suggest that removing unhealthy options from checkout areas can influence healthier purchasing behavior.
  • Poor store compliance indicates a need for improvement in implementing such public health initiatives.