Investigating the healthiness of food products on promotion: market brands and own brands

Purpose The purpose of this study is to investigate the proportionality market brand (MB) foods versus supermarket own (OB) sold on promotion and compare their healthiness. Design/methodology/approach An existing dataset containing nutritional information about a variety ( n = 6,776) from 48 stores across 8 retail chains in Northern Ireland (NI) was reanalysed. Product healthiness measured using score aligned Food Standards Agency's Front Pack nutrient labelling system. MBs OBs were considered as whole respective subsets–international/national regional MBs, premium, mid-market value tiered OBs. Findings Results found balance favour health (52.4% amber/green 47.6% red) retailers' promotions NI. Further, OB products often be superior with regards overall healthfulness, brands less healthy than international/national brands. Research limitations/implications rationale further research nutritionally MB product types, consumer regarding important attributes Practical implications Retailers should communicate comparative comparison alternatives, addition communicating price savings. There opportunity for retailers increase visibility tiers, improve profile line trend health. Originality/value This provides contribution by data promotion, investigating differences between different tiers products.