Recent research showed that a combination of factors was best at discouraging purchasing of “junk” foods. It also showed that, on their own, cheaper healthy options, anti-obesity advertising, and healthy food advertising were ineffective at dissuading “customers” from purchasing the junk food. However, increasing the price of the “junk” by 20% was persuasion enough for customers to select the healthier options.
While an interesting result, there are a number of problems with applying these findings in the real world. The research was done with participants in a laboratory. Thus, their economical means and purchasing behaviours may not have been representative of how they would act in “reality”. Also, were participants representative of the population? I worry the most about the impact of jacking up prices on “junk” food on those who are experiencing food insecurity. Increasing the cost of these foods may cause more harm than good.
In addition, as mentioned in the article we’ve already seen the failure of the “fat tax” in Denmark. Why would we think that increasing the price of “junk” food would be any more effective in North America? And who will decide what foods are healthy and what foods are unhealthy and deserving of taxation. I’ve seen granola bars that were not permitted under school nutrition policies that (in my opinion) were healthier than those that were permitted. The ones that were permitted contained chocolate chips. The ones that weren’t contained almonds, causing the fat content to be too high to meet criteria! Research is always evolving and even within the dietetic world there isn’t consensus on some matters. Some dietitians would rule out butter in favour of margarine. Some would be okay with added sugars, while others would eschew them. Most would say that all foods are okay, with some being everyday foods and others being occasional foods.
Also, what would happen with the increased revenue from “junk” foods? Would it go to the food industry? Would it go to the government? Or would it go to subsidise vegetables and fruits or create community food initiatives?
Yes, this research provides some insight into human behaviour. However, I’m not sure that it’s all that useful of a weapon in the war against obesity.