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Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study.

Published version
Peer-reviewed

Type

Article

Change log

Authors

Nakamura, Ryota 
Suhrcke, Marc 
Jebb, Susan A 
Marteau, Theresa M 

Abstract

In-store product placement is perceived to be a factor underpinning impulsive food purchasing but empirical evidence is limited. In this study we present the first in-depth estimate of the effect of end-of-aisle display on sales, focussing on alcohol. Data on store layout and product-level sales during 2010-11 were obtained for one UK grocery store, comprising detailed information on shelf space, price, price promotion and weekly sales volume in three alcohol categories (beer, wine, spirits) and three non-alcohol categories (carbonated drinks, coffee, tea). Multiple regression techniques were used to estimate the effect of end-of-aisle display on sales, controlling for price, price promotion, and the number of display locations for each product. End-of-aisle display increased sales volumes in all three alcohol categories: by 23.2% (p = 0.005) for beer, 33.6% (p < 0.001) for wine, and 46.1% (p < 0.001) for spirits, and for three non-alcohol beverage categories: by 51.7% (p < 0.001) for carbonated drinks, 73.5% (p < 0.001) for coffee, and 113.8% (p < 0.001) for tea. The effect size was equivalent to a decrease in price of between 4% and 9% per volume for alcohol categories, and a decrease in price of between 22% and 62% per volume for non-alcohol categories. End-of-aisle displays appear to have a large impact on sales of alcohol and non-alcoholic beverages. Restricting the use of aisle ends for alcohol and other less healthy products might be a promising option to encourage healthier in-store purchases, without affecting availability or cost of products.

Description

Keywords

Alcohol, End-of-aisle display, Grocery store, Non-alcoholic beverages, Primary prevention, United Kingdom, Alcoholic Beverages, Beverages, Commerce, Humans, United Kingdom

Journal Title

Soc Sci Med

Conference Name

Journal ISSN

0277-9536
1873-5347

Volume Title

108

Publisher

Elsevier BV