Data Shows UK Supermarket Multibuy Offers Heavily Focused on Meat and Processed Foods

UK Supermarkets Focus Multibuy Offers on Meat and Processed Foods, Study Finds

A recent study by the Food Foundation reveals that UK supermarkets are significantly promoting meat and processed meat products through multibuy deals, despite the health risks associated with these items. The research, which analyzed promotions from major retailers such as Aldi, Iceland, Morrisons, Asda, Tesco, and Sainsbury’s in March, found the following:

• 18% of multibuy offers included meat and dairy items.
• 11% of multibuy deals focused on processed meats, such as sausages, ham, and bacon.
• In contrast, only 5% of offers were for fruit and vegetables.

The findings highlight concerns that supermarkets may be encouraging shoppers to purchase items that are linked to health risks, such as an increased likelihood of cancer. Processed meats, in particular, are known to be associated with such risks.

Key Findings

• Iceland was found to have 15% of its multibuy deals focused on processed meat, the highest among the retailers studied.
• Tesco followed with 13%, while Asda had 11%.
• On the other hand, Iceland offered just 2% of its multibuy deals on fruit and vegetables, the lowest among the retailers surveyed.

Industry Response

The British Retail Consortium defended supermarket promotions, stating that fresh fruit and vegetables are often affordable and promoted at lower prices to meet consumer demand. They emphasized that retailers offer a range of products, including fresh produce, and are responsive to customer preferences.

Despite this, concerns persist about the sustainability and health implications of promoting meat-heavy diets. Lidl stands out as the only major supermarket chain with specific goals aimed at driving higher sales of non-meat dishes, signaling a potential shift towards more health-conscious and sustainable product offerings in the future.

The findings call attention to the balance that supermarkets must strike between customer demand for affordability and the potential long-term health and environmental impacts of heavily promoting certain food categories.