A simple in-store tweak could have Australians saving money at the supermarket while also eating more fresh fruit and vegetables and addressing health goals.
Along with displaying vegetable prices as per kilogram, some Ritchies IGA shops have been showing a per-nutritional-serving price.
That figure lets shoppers compare veggies based on the price of a recommended serve and see how much it will cost them to achieve healthy nutrition.
For example, carrots priced at $3 per kilogram were shown to be 22 cents per serve.
Monash and Deakin University researchers and the supermarket chain found the average daily shopper bought 60 grams more vegetables, translating to stores selling 7.5kgs more per day.
Australian adults are recommended to eat at least five 75g serves of vegetables a day.
But only one in 15 adults hit that target, Australian Bureau of Statistics data suggests.
The vegetable price findings showed a clear shift in behaviour from shoppers after many felt healthier choices were less affordable, Monash consumer psychology expert Fiona Newton said.
"By showing the cost of a single nutritional serve, we are giving shoppers a clearer sense of value and a simpler way to assess what fits within their budget,” she said.
"This research shows we can support healthier choices by better framing the everyday cues that shoppers already use in their decision-making."
Ritchies did not promote the initiative, which the researchers said showed how price communication alone could make a big difference.
If every Australian ate an extra serve of vegetables per day, the nation would collectively save $1.4 billion in healthcare costs while injecting $3.3 billion in supply chain benefits, according to the national peak body for veggie growers.
“Nutritional-per-serve pricing gives consumers a clear and meaningful way to understand both value and recommended dietary intake through a practical, scalable tool that makes choosing vegetables easier every day,” AUSVEG managing director Justine Coates said.
Ritchies CEO Fred Harrison said taking part in the study helped find value for shoppers.
"We are making healthy choices simpler and helping families put more fresh produce on the table while keeping value front of mind," he said.
