Understanding the role of digital in helping families make healthier in-store choices

The Challenge

The shopping experience makes unhealthy food choices easier to find, harder to ignore and more affordable, meaning the family food shop can be a real challenge for many parents. This is particularly problematic in areas where there are lower household incomes, such as in the London boroughs of Lambeth and Southwark.

Unhealthy calories are three times cheaper than healthy calories.

Food Foundation, April 2019

Our Solution

Rapid research into how digital products and services can nudge healthier food choices during the family food shop.

We’ll use this research to inform what we fund in the future and to ensure such digital solutions are responsive to the reality of families’ busy lives.

Jessica Attard, Portfolio Manager, Guys and St. Thomas’ Charity

So far…

  • Mapped 50 digital interventions in the shopping experience
  • Spoken with 20 parents through 2 focus groups in Lambeth and Southwark in London
  • 3 ‘shopalongs’ with parents representing extreme shopper segments
  • Interviews with industry-leading experts

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Email me - tayo.medupin@shiftdesign.org.uk