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Obesity Action Scotland: Parental perceptions of retail promotions of food high in fat, salt and sugar

  • Area of Work: Policy and Research
  • Type: News Item
  • Published: 29th April 2025

The research looked at what low-income households in Scotland think of promotions in stores of unhealthy food and drink.

Obesity Action Scotland launched our brand-new research report on Parental Perceptions of Retail Promotions of Food High in Fat, Salt and Sugar (HFSS) today.

Promotions are known to strongly shape consumer behaviour. In response to growing concerns about children’s diets in Scotland, this study adds insight into how promotions influence parental food choices.

The research looked at what low-income households in Scotland think of promotions in stores of unhealthy food and drink. Focus group discussions with parents of children aged 4-16 from different parts of Scotland were held to inform and understand the interactions of retail promotions with parental food choices. 

Key findings from the research:

  • There is significant parental concern on the impacts of retail promotions on their families’ diets
  • Healthy food options were reported by many parents to be unaffordable, often forcing them to purchase discounted unhealthy options
  • Price promotions are seen to strongly influence impulse buying and promote brand loyalty
  • The unplanned and wasteful spends participants reported as a result of these promotions suggest their disproportionate impact on low-income households and their already tight budgets
  • Action is needed now to improve the food environment, with the parents seeking policy action to restrict unhealthy food promotions

Read the full report here. Alongside the report, Obesity Action Scotland has produced a short summary document detailing the main findings from the research, which can be accessed here on our website.

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