(P08-021-24) Exploring Food and Beverage Promotion in Mini-Supermarkets: A Cross-Sectional Study of Online Promotional Brochures in Vietnam

Objectives: The retail food environment, characterized by the availability and accessibility of food products, plays a pivotal role in shaping food choices and fostering what's termed an 'obesogenic' environment. This study aimed to evaluate the food and beverage promotions featured in e-brochures from popular mini-supermarket chains across Vietnam.

Methods: A 12-week cross-sectional study examined food and beverage promotions in e-brochures from three major Vietnamese mini-supermarket chains, representing 82.0% of total outlets nationwide. Each product was individually categorized by food type, health value (core/non-core), processing level (NOVA 1-4), discount percentage, and promotion type (single-item, volume-based, or advertised only). Statistical analysis employed ANOVA, t-tests, and chi-square tests appropriately.

Results: A total of 1,845 promotions from mini-supermarket promotional brochures were extracted. Overall, 58.1% of all promoted products did not contribute to a healthy diet, with 53.6% being classified as ultra-processed (NOVA 4). Notably, the average discount on non-core foods (21.8%, SD 12.1) and ultra-processed foods or NOVA 4 (21.7%, SD 11.6) was significantly higher than that of core foods (17.5%, SD 10.5) and foods with lower processing (NOVA 1-3) (18.1%, SD 11.5). In term of promotion types, non-core was more frequently promoted via volume-based promotions than core foods (60.6% vs. 39.4%, p-value < 0.001). In terms of food category, pastry, cakes, candy, ice cream, chocolate (14.9%) and non-alcoholic beverages (11.0%) occurred frequently, followed by dairy foods (10.8%) and meat, poultry, fish (8.6%).

Conclusions: The study reveals that a significant portion of products promoted in mini-market brochures in Vietnam are non-core and ultra-processed, which are not conducive to a healthy diet. Furthermore, consumers are incentivized to purchase more products to attain discounts, particularly when the promotion pertains to non-core food items. This underscores the concerning trend of mini-supermarkets not actively promoting healthier options. The findings of this study serve as a foundation for future interventions and policy developments aimed at fostering healthier food retail environments.

Funding Sources: This research received no funding.