title: Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study.
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.
authors.affiliation: Behaviour and Health Research Unit, Institute of Public Health, University of Cambridge, UK; Health Economics Group, Norwich Medical School, University of East Anglia, Norwich, UK.
authors.forename: Ryota
authors.initials: R
authors.lastname: Nakamura
authors.affiliation: Behaviour and Health Research Unit, Institute of Public Health, University of Cambridge, UK.
authors.forename: Rachel
authors.initials: R
authors.lastname: Pechey
authors.affiliation: Behaviour and Health Research Unit, Institute of Public Health, University of Cambridge, UK; Health Economics Group, Norwich Medical School, University of East Anglia, Norwich, UK.
authors.forename: Marc
authors.initials: M
authors.lastname: Suhrcke
authors.affiliation: Behaviour and Health Research Unit, Institute of Public Health, University of Cambridge, UK; MRC Human Nutrition Research, Elsie Widdowson Laboratory, Cambridge, UK.
authors.forename: Susan A
authors.initials: SA
authors.lastname: Jebb
authors.affiliation: Behaviour and Health Research Unit, Institute of Public Health, University of Cambridge, UK. Electronic address: tm388@cam.ac.uk.
authors.forename: Theresa M
authors.initials: TM
authors.lastname: Marteau
mesh_terms: D000434:Alcoholic Beverages / Q000191:economics*; D001628:Beverages / Q000191:economics*; D003132:Commerce / Q000379:methods* / Q000706:statistics & numerical data*; D006801:Humans; D006113:United Kingdom
keywords: Alcohol; End-of-aisle display; Grocery store; Non-alcoholic beverages; Primary prevention; United Kingdom