Effects of discounting fruits, vegetables, and noncaloric beverages in New York City supermarkets on purchasing, intake, and weight

Objective The objective of this study was to assess purchasing, intake, and weight after discounting fruits and vegetables (F&V) and noncaloric beverages in New York City supermarkets. Methods A 16‐week randomized controlled trial was conducted with a 4‐week baseline, an 8‐week intervention with 50% discounts on F&V and noncaloric beverages, and a 4‐week follow‐up. Purchasing was tracked via loyalty cards, and intake was tracked via 24‐h dietary recalls. Weights were measured at five in‐person visits. Results Data from 67 participants were analyzed (38 in the experimental group; 29 in the control group). F&V and noncaloric beverage weekly purchasing was greater in the experimental than the control group (mean difference [SD], $4.64 [$1.44], p < 0.0001; $0.53 [$0.39], p = 0.008) during intervention, with F&V purchasing remaining greater in the experimental versus control group during follow‐up ( p = 0.005). F&V intake was greater for the experimental than the control group during intervention (142 [105] g/day; p = 0.009) and follow‐up ( p = 0.001). Although no difference in noncaloric beverage consumption was observed between groups, there was lower alcohol intake in the experimental than the control group during follow‐up (−85.8 [60.2] g/day; p = 0.004). The experimental group lost weight compared with the control group (−1.33 [0.92] kg; p = 0.006 intervention and p = 0.106 follow‐up). No differences in nutrient composition or high energy‐dense product consumption were found. Conclusions A 50% discount on F&V and noncaloric beverages promoted increased purchasing and intake of F&V and induced weight loss.