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Economic evaluation of price discounts and skill-building strategies on purchase and consumption of healthy food and beverages: The SHELf randomized controlled trial

Le, Ha N, Gold, Lisa, Abbott, Gavin, Crawford, David, McNaughton, Sarah A, Mhurchu, Cliona N, Pollard, Christina and Ball, Kylie 2016, Economic evaluation of price discounts and skill-building strategies on purchase and consumption of healthy food and beverages: The SHELf randomized controlled trial, Social science & medicine, vol. 159, pp. 83-91, doi: 10.1016/j.socscimed.2016.04.015.

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Title Economic evaluation of price discounts and skill-building strategies on purchase and consumption of healthy food and beverages: The SHELf randomized controlled trial
Author(s) Le, Ha NORCID iD for Le, Ha N orcid.org/0000-0001-8279-8324
Gold, LisaORCID iD for Gold, Lisa orcid.org/0000-0002-2733-900X
Abbott, GavinORCID iD for Abbott, Gavin orcid.org/0000-0003-4014-0705
Crawford, DavidORCID iD for Crawford, David orcid.org/0000-0002-2467-7556
McNaughton, Sarah AORCID iD for McNaughton, Sarah A orcid.org/0000-0001-5936-9820
Mhurchu, Cliona N
Pollard, Christina
Ball, KylieORCID iD for Ball, Kylie orcid.org/0000-0003-2893-8415
Journal name Social science & medicine
Volume number 159
Start page 83
End page 91
Total pages 9
Publisher Elsevier
Place of publication Amsterdam ,The Netherlands
Publication date 2016-06
ISSN 0277-9536
1873-5347
Keyword(s) Australia
cost
cost-effectiveness
economic evaluation
fruit and vegetables
price discounts
skill-building
Summary OBJECTIVE: Pricing strategies are a promising approach for promoting healthier dietary choices. However, robust evidence of the cost-effectiveness of pricing manipulations on dietary behaviour is limited. We aimed to assess the cost-effectiveness of a 20% price reduction on fruits and vegetables and a combined skills-based behaviour change and price reduction intervention. DESIGN AND METHODS: Cost-effectiveness analysis from a societal perspective was undertaken for the randomized controlled trial Supermarket Healthy Eating for Life (SHELf). Female shoppers in Melbourne, Australia were randomized to: (1) skill-building (n = 160); (2) price reductions (n = 161); (3) combined skill-building and price reduction (n = 161); or (4) control group (n = 161). The intervention was implemented for three months followed by a six month follow-up. Costs were measured in 2012 Australian dollars. Fruit and vegetable purchasing and consumption were measured in grams/week. RESULTS: At three months, compared to control participants, price reduction participants increased vegetable purchases by 233 g/week (95% CI 4 to 462, p = 0.046) and fruit purchases by 364 g/week (95% CI 95 to 633, p = 0.008). Participants in the combined group purchased 280 g/week more fruits (95% CI 27 to 533, p = 0.03) than participants in the control group. Increases were not maintained six-month post intervention. No effect was noticed in the skill-building group. Compared to the control group, the price reduction intervention cost an additional A$2.3 per increased serving of vegetables purchased per week or an additional A$3 per increased serving of fruit purchased per week. The combined intervention cost an additional A$12 per increased serving of fruit purchased per week compared to the control group. CONCLUSIONS: A 20% discount on fruits and vegetables was effective in promoting overall fruit and vegetable purchases during the period the discount was active and may be cost-effective. The price discount program gave better value for money than the combined price reduction and skill-building intervention. The SHELf trial is registered with Current Controlled Trials Registration ISRCTN39432901.
Language eng
DOI 10.1016/j.socscimed.2016.04.015
Field of Research 1117 Public Health And Health Services
1601 Anthropology
1608 Sociology
Socio Economic Objective 920411 Nutrition
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Grant ID NHMRC 594767
Copyright notice ©2016, Elsevier
Free to Read? No
Free to Read Start Date 2019-07-01
Persistent URL http://hdl.handle.net/10536/DRO/DU:30083391

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