Magazine article Marketing

Opinion: The Marketing Society Forum - Do Supermarket BOGOF Deals Encourage Unhealthy Lifestyles?

Magazine article Marketing

Opinion: The Marketing Society Forum - Do Supermarket BOGOF Deals Encourage Unhealthy Lifestyles?

Article excerpt

Last week, the National Consumer Council's Anna Fielder claimed that supermarket BOGOF promotions are more to blame than the ad industry for fuelling unhealthy eating.

CHRIS DRY, MANAGING DIRECTOR, 141 WORLDWIDE/LONDON.

MAYBE. It depends what the offer is on. For high-ticket cupboard stock, such as dishwasher tablets, clearly the answer is no, as they represent a genuine deal. But many BOGOFs mean using twice as much of a product in the same week, which may encourage an unhealthy lifestyle.

A bigger issue is that BOGOFs can encourage waste. The Daily Telegraph recently reported that the UK wastes 6.7m tonnes of food a year at a cost of pounds 8bn - a third of what we buy.

One solution might be for supermarkets to have 'BOGOF bins' where people could put extra goods they get for 'free' for redistribution to charities. Everyone must take responsibility. BOGOFs wouldn't happen if consumers didn't take them up.

JOSH BAYLY, SENIOR CAMPAIGNS OFFICER, BRITISH HEART FOUNDATION

YES. BOGOFs influence food choices for good and bad, making fruit and veg more affordable, but also making HFSS products more enticing Responsible supermarkets should focus on positively influencing customers.

Beyond BOGOFs, actions to limit marketing's contribution to rising obesity rates is needed, including regulation of junk-food advertising.

BHF's primary concern is children's diets. HFSS food marketing that targets children is too prevalent, and while we must all increase our efforts to deliver positive messages about diet, there is still an onus on the government to stop this bombardment of children. …

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