Aisle-end displays increase spirits salesBy Melita Kiely
Displaying alcohol at the ends of supermarket aisles could increase sales by up to 46% new research has shown.
The study was carried out by the Behaviour and Research Unit which is a collaboration University of Cambridge, the University of East Anglia and MRC Human Nutrition Research, who gathered the data from a branch of a leading supermarket chain in England.
After controlling for price, price promotion and the number of display locations for each product, the study revealed spirits sales grew by 46.1% when displayed at the ends of aisles compared to inside the aisles, substantially more than wine which grew by 33.6% and beer which grew by 23.2%.
Lead author Dr Ryota Nakamura, from the Behaviour and Health Research Unit and the University of East Anglia, said: “Our study shows, for the first time, that these types of displays dramatically influence people’s decisions to purchase alcohol and carbonated drinks.
“Prohibiting or limiting this marketing tactic for less healthy options, or utilising this for healthier ones, holds the promising possibility of encouraging healthier lifestyle choices.”
The study also revealed that price had a significant effect on customers’ sales choices and showed that for every 1% decrease per volume, sales of spirits increased by 5%.
Professor Theresa Marteau, director of the Behaviour and Health Research Unit at the University of Cambridge and co-author of the study, said: “Although we often assume price is the biggest factor in purchase choices, end-of-aisle displays may play a far greater role. It would therefore make sense that any intervention to curb the consumption of alcohol and sugar-sweetened drinks takes this into consideration.”