According to an article in The Telegraph, customers at a Morrisons store in Manchester bought more healthy food items when cardboard cut-outs of health professionals were placed around the store.

Life-size cut-outs of real doctors and nurses that worked in the nearby area led to a 20% rise in fresh fruit sales, a 29% rise in frozen fruit sales, a 10% rise in smoked fish sales and a 5% rise in canned fruit sales.

 

Changing habits

Consumers are becoming increasingly aware of the need to embrace healthier lifestyles. However, despite being willing, many are failing to exert their willpower to change their lifestyles. Some 57% of Brits say that they go through phases of being healthy and then getting into bad habits, according to Mintel’s Healthy Lifestyles UK January 2013 report.

This has led to a number of products and services that encourage this behaviour: from making getting fit a less painful experience to devices that help instil healthy habits instinctively and campaigns that financially reward users.

These cardboard cut-outs are part of this movement. They act as a simple, visual reminder to shoppers about the need to make healthy choices when grocery shopping. The fact that actual employees from local health services are depicted helps make this message more personal.

Can this be rolled out elsewhere? Brands and governments looking to encourage commitment levels among consumers would do well to find ways to make both the way the message is portrayed and the resulting benefits more personal.

For a deep and complete analysis of the current situation of consumers and their lifestyles, Mintel published the following market research: Healthy Lifestyles in the UK.

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