Page 27 - FoodFocusThailand No.145_April 2018

SPECIAL FOCUS

In conclusion, in considering recommendations for minimum stocking levels and marketing
strategies for small retail food stores, the panel recognized that increasing the availability of
healthy foods is likely insufficient to induce population-wide changes in eating practices;
however, it is a necessary component of a comprehensive strategy that addresses both
supply-side and demand-side barriers to healthy eating in an economically sustainable way.
Future work should address specific stocking and marketing practices that could be employed
by larger retail food stores, such as large grocery stores and supermarkets, to promote healthier
food and beverage purchases while remaining revenue-neutral. Future work should also
examine strategies for engaging food manufacturers and distributors in discussions on healthier
food and beverage placement, pricing, and promotion in retail outlets, and how these healthy
strategies could be incentivized in retail outlets in a way that benefits all parties involved,
including manufacturers, distributors, retailers, and customers.

Marketing Strategies
The marketing strategies outlined in Table 1 are
intended for use by all small retail food stores,
regardless of whether those retailers are meeting
basic or preferred levels of healthful food
stocking. Minimum requirements set forth by the
panel would include utilization of at least one
strategy from each category (placement, price,
promotion) detailed in the table. The panel
recognized that the combination of multiple
strategies would be better than employing one
strategy alone and that different strategies may
be more or less effective for different product
categories and different store types. To the extent
possible, these strategies should be given
consideration as retailers negotiate agreements
with manufacturers and distributors on product
placement, promotion, and pricing issues.
The expert panel’s recommendations are
based on the best available science and current
practices in the field for promoting more healthful
1
(versus less healthful) foods and beverages .
However, the health-related, peer-reviewed
literature on this issue is limited and lacks the
depth and breadth for the panel to issue
additional recommendations beyond those
included in Table 1. In particular, there is limited
evidence on the specific minimum amount of
healthful food and beverage marketing needed
to change purchasing behaviors (and whether
this varies by food/beverage category), or
whether specific combinations of marketing
strategies are more effective than others in
influencing healthy purchasing decisions.

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