Results:

During the price intervention period, the index number for sales of fresh vegetables increased by 22.2%(P= 0.001) in the ‘space+ price’intervention supermarket compared with the control supermarkets. Furthermore, the index number for the sale of organic fresh fruit and vegetables increased by 12.1%(P= 0.04) and the sale of the total amount of fruit and vegetables (fresh, frozen, dried and canned) increased by 15.3%(P= 0.01) compared with the control supermarkets. In the ‘space only’intervention supermarket no significant increase in the sale of fruit and vegetables was found. No unhealthy substitution effects were found.

Conclusions:

In conclusion, a 20% price reduction on F&V significantly increased sales of F&V. The effect was most pronounced on vegetables and no negative/unhealthy substitution effects were found.