More than half of convenience store shoppers have said they will continue to buy HFSS products even if they’re not on promotion, according to new data from Lumina Intelligence.
The upcoming law, set to come into force in October, means HFSS products will be restricted from volume promotions at convenience retailers with 50 or more employees, regardless of their floor area.
This applies to multibuy promotions where retailers offer a financial incentive for buying multiple items, such as three for £10. It also refers to promotions where a product, or part of a product, is offered for free, such as bogof.
However, shoppers remain relatively “unfazed” by the upcoming decline in promotional activity, with 57% saying it would not deter them from buying HFSS products and would continue to purchase them at full price. Only 12% indicated that they would not purchase HFSS products if they were not on promotion.
“Although consumer appetite for HFSS products remains, retailers are going to have to think hard about merchandising and promotions,” said Lumina Intelligence insight director Blonnie Whist.
“Nearly half of all HFSS products purchased are picked up from areas set to be restricted and 32% are purchased as part of promotions set to be restricted.”
The findings also showed consumers remained split over the efficacy of the upcoming HFSS legislation. Almost a third said they didn’t feel it would help fight unhealthy eating, while 41% said it would. However, of those who agreed with its efficacy, over half said they would still purchase HFSS products.
“HFSS regulations continue to divide both consumers and businesses.” added Whist. “Whilst most think that action is necessary, many believe that the current legislation will be ineffective. Just four in 10 consumers believe the legislation will be effective in tackling unhealthy eating.
”This is evident with the majority of consumers indicating that they will continue to purchase HFSS products despite restricted promotions.”
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