Supermarkets hold key to turning dietary guidelines into reality
Retailers’ control over pricing, promotions and product placement means they can determine whether national dietary recommendations translate into real changes in consumer behaviour.
Supermarkets could play a decisive role in determining whether Danish national dietary guidelines are implemented in practice, according to a new policy analysis examining the retail sector’s influence over food choices.
The report, published by Danish think tank Tænketanken Frej, argues that the success of official dietary guidelines will depend largely on how supermarkets design the shopping basket through pricing strategies, product placement and marketing.
Researchers say that while governments increasingly publish dietary recommendations aimed at improving health and sustainability, consumer purchasing decisions are heavily shaped by the retail environment, meaning voluntary guidance alone may have limited impact if supermarket practices continue to favour less healthy options.
The analysis highlights how the structure of the supermarket environment — ranging from promotions to shelf positioning — can significantly influence what consumers buy.
Although public debate often frames food choices as a matter of personal responsibility, the report argues that the supermarket basket is already “designed” through commercial decisions made by retailers and suppliers.
As a result, the think tank suggests that structural changes in the retail environment are necessary if dietary guidelines are to influence actual consumption patterns.
Among the measures proposed are removing VAT on fruit and vegetables, introducing levies on unhealthy or high-climate-impact foods, restricting the prominent placement of unhealthy products, and introducing national climate labelling for food.
The report also draws on consumer research indicating that public opinion may be shifting towards greater regulatory intervention.
According to the Frej Youth Index 2026, 51% of young people believe policymakers should introduce rules that encourage consumers to choose foods with a lower environmental impact.
The findings suggest that political action to reshape supermarket environments may receive increasing support as concerns grow around health, climate impact and sustainable diets.
For food manufacturers and retailers, the analysis underscores the increasing importance of the retail food environment in shaping dietary outcomes.
Research shows that supermarket strategies involving product, price, placement and promotion can significantly influence purchasing patterns and encourage healthier choices when applied strategically.
The report argues that aligning supermarket practices with national dietary guidelines will require coordinated action between policymakers, retailers and the food industry, including new standards and clearer rules for how food is marketed and presented in stores.
According to the authors, Denmark — one of the countries investing heavily in plant-based food innovation — could play a leading role in demonstrating how retail policy and industry collaboration can turn dietary guidelines into real-world changes in consumer diets.
“If we can change it here,” the report suggests, “it can be changed anywhere,” provided policymakers establish common rules that make healthier and more sustainable choices the easiest option for shoppers.
