Analysis by the University of Leeds shows legislation restricting the in-store placement of high-fat, sugar and salt (HFSS) products has reduced sales in major supermarkets. Researchers examined 11.6 billion items sold at Tesco, Morrisons, Sainsbury’s and Asda, finding that HFSS products accounted for 20 out of every 100 items before the law and fell to 19 out of 100 after implementation in October 2022.
The study estimates roughly two million fewer HFSS products were sold per day following the change. Shoppers reported limited personal impact, with 73% indicating their own habits were unaffected, while 71% believed the rules influenced others who did not plan purchases in advance. Around 56% of shoppers did not notice changes in store layouts.
Survey results highlighted wider attitudes towards food pricing and accessibility. Ninety per cent of respondents considered making healthier foods affordable at least as important as restricting HFSS products. The findings suggest the legislation achieved its intended effect discreetly while reducing sales of targeted items.
The research provides evidence for retailers and policy makers evaluating the impact of in-store product regulations on purchasing patterns and consumer behaviour.