The Impact of Non-Price In-premise Marketing on Food and Beverage Purchasing and Consumer Behaviour: A Systematic Review

In-premise marketing is commonly used to promote foods that are high in fat, sugar or salt. In order to inform development of public policy in this area, this systematic review sought to determine the quantity and quality of English-language evidence which examines the role and impact of in-premise advertising (e.g., signage, posters) and positional promotions (e.g., checkout displays) on consumer behaviour and diet-related outcomes in retail, out-of-home (i.e., cafes, restaurants, takeaways) and online purchasing environments. Sixty-two studies met inclusion criteria, of which 69% (n=42) were identified as being methodologically weak. The best-available evidence constitutes findings from four methodologically strong studies, and ten moderate studies which are not confounded by additional promotions such as price or availability. These studies predominantly found evidence that in-premise marketing is likely to be successful in influencing consumer behaviour towards targeted items, across retail and out-of-home settings. These findings provide a basis for authorities to consider acting to restrict in-premise marketing of unhealthy foods and encouraging the in-premise marketing of healthier products. This review identified gaps in the evidence available on non-sales outcomes, and on online purchase environments. These gaps, and identified methodological limitations of the extant evidence remain to be addressed by future research.