Supermarket Labelling and Taxation Study
This study aims to understand how different food labels and taxes affect what people choose to buy. Participants will be split into groups. Some will see food labels that warn about high sugar, salt, or fat, while others will see the usual 'traffic light' labels. Some groups will also experience a price increase on unhealthy items (a tax). You'll shop in a pretend online supermarket that looks like Tesco, choosing items for delivery or collection. We'll record what you pick and ask what you ate afterwards. The goal is to see if these changes can encourage healthier food choices in the UK.
At a glance
What is this study about?
This study is designed to explore how two things – the way food is labelled and whether unhealthy foods are taxed – might influence what people choose to eat. We want to see if these changes could help people make healthier choices when they shop for groceries.
Imagine you're doing your weekly shop online. In this study, you'll use a special online supermarket that looks and feels like a real UK supermarket, such as Tesco. Depending on which group you're in, you might see warning labels on foods that are high in things like sugar, salt, or unhealthy fats. These warnings would pop up if a food contains a lot of these ingredients, based on guidelines for an average adult's daily needs. Other groups might see the familiar 'traffic light' labels that many foods already have, showing red, amber, or green for different ingredients.
Some of the groups in the study will also experience a small price increase, like a tax, on foods that are high in sugar, salt, or unhealthy fats. This price change would only apply to those specific items. After you've chosen your items in our pretend supermarket, you'll actually buy them from Tesco for delivery or collection, so you can eat them at home. By comparing the food choices made by people in different groups, we hope to learn which approaches might best help people make healthier decisions when they buy food.
Key takeaways
- Study examines how food labels (warning vs. traffic light) and taxes affect shopping choices.
- Participants use a simulated online supermarket similar to Tesco.
- You'll purchase and eat selected food items from Tesco for delivery/collection.
- Aims to understand how to encourage healthier food choices in the UK.
- Open to UK residents aged 18+ with no major dietary restrictions or eating disorders.
Who may be eligible?
To be part of this study, you need to live in the UK and be 18 years old or older. You should be comfortable using a laptop or desktop computer with internet access. It's also important that you can understand English well enough to follow the study instructions.
We're looking for people who are willing to order, pay for, and eat a ready meal from Tesco, as this is part of the study's task. You also need to be able to get your Tesco order delivered to your home or pick it up using their Click & Collect service.
For everyone's safety and to make sure the study results are clear, there are a few reasons why you might not be able to join. For example, if you have certain dietary needs like being vegetarian, vegan, or gluten-free, or if you're taking medication that affects your appetite, this study might not be right for you. Also, if you have ever been diagnosed with an eating disorder, you would not be able to participate.
Could this study suit you?
Answer these quick questions to see if you may be eligible. This is a guide only — the research team makes the final call.
- Are you a resident of the UK?
- Are you 18 years old or older?
- Do you have good internet access and a laptop/desktop computer?
- Are you able to order and pay for a Tesco ready meal for home delivery or collection?
- Do you not have any major dietary restrictions (like being vegetarian or gluten-free)?
- Have you never been diagnosed with an eating disorder?
What does participation involve?
If you decide to take part, you'll be assigned to one of four groups by chance. You'll complete an online task where you 'shop' for food in a simulated online supermarket. This will involve selecting items from categories like ready meals and desserts. After you've made your choices in the simulated shop, you'll then need to actually purchase those selected items from Tesco for home delivery or collection. You'll then eat the purchased food items and report on what you've eaten. The study does not involve any visits to a clinic or taking any new medications. The total duration of your involvement will largely depend on how long it takes you to complete the online shopping and reporting tasks.
Potential risks and benefits
Locations (1)
- Online (UK-wide) - QualtricsVerified postcodeLiverpool, United Kingdom· Recruiting
Common questions
What kind of food will I be buying?
You'll be choosing from a selection of ready meals, starters, sides, and chilled desserts, all from the Tesco brand.
Will I have to pay for the food myself?
Yes, you will be responsible for ordering and paying for the food items you select and have delivered/collected from Tesco.
What if I accidentally pick an unhealthy item?
There's no 'right' or 'wrong' choice. The study is about observing real shopping patterns under different conditions. Just choose what you normally would.
How long will the online shopping task take?
The exact time isn't specified, but it's designed to be a task you can complete online from home just like a regular supermarket shop.
Will my shopping choices be private?
Your individual choices will be recorded for the study, but your personal information will be kept confidential and anonymised for analysis.
How to find out more
Always speak to your GP or specialist before deciding to take part in a study.
Interested in taking part?
Discussion
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