The Veganuary Effect
Measuring the impact on sales of plant-based vs meat products.
Dr Sue Reeves, RNutr
Tuesday 10 January 2023 20:00–21:00 GMT
CONTENT AND LEARNING OBJECTIVES:
Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting
Veganuary is becoming an increasingly popular challenge that encourages people to switch to a vegan diet for the month of January. In 2022, Veganuary inspired and supported over 620,000 people to try a vegan diet!
But what is the real effect of this popular campaign? Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales?
This Journal Club session discusses a study exploring the effectiveness of a supermarket-based intervention that aimed to increase the availability, and affordability of plant-based products during Veganuary and explore changes in plant-based and meat product sales.
This ‘real-world’ experiment also provides an opportunity to explore the validity of findings in natural experiments and the use of nudging strategies.
Watch this webinar to
Gain clear understanding of:
- The idea of Veganuary
- Natural experiments
Be aware of:
- Variations in study design
- Nudging strategies to help customers make choices that are potentially healthier or better for the environment
Be able to:
- Read and critique a scientific paper
- Consider the context of the research conducted
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Dr Sue Reeves, RNutr
Head of Teaching and Learning, University of Roehampton
Dr Sue Reeves is the Head of Teaching and Learning in the School of Life and Health Sciences at the University of Roehampton. She has taught Nutrition for over 20 years, and has been an external examiner and advisor on degree programmes in the UK, Singapore and Malaysia. She is a Registered Nutritionist and Fellow of the AfN.
Trewern, J., Chenoweth, J., Christie, I., & Halevy, S. (2022). Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting. Public Health Nutrition, 25(11), 3204-3214. doi:10.1017/S1368980022001914 – Cambridge University Press
About Journal Club Chair, Dr Caroline Childs
Each Journal Club session is chaired by Dr Caroline Childs, Nutrition and Metabolism subject lead in Medicine at the University of Southampton. She received student-nominated awards for ‘most engaging lecturer’ and ‘best pastoral support’ and a colleague-nominated award for teaching excellence. Dr Childs is a Nutrition Society Ambassador and a South East Regional Representative for the Association for Nutrition.
As she says, “Developing skills in critical appraisal is an essential part of being a competent nutrition professional – whether you’re a dietitian, nutritionist or health professional specialising in nutrition.”
APPRAISING RESEARCH PUBLICATIONS
Nutrition research reported in the media often highlights mixed or contradictory results between studies. So, as a nutrition professional, how can you ensure you use the strongest available evidence to inform your practice?
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