New study: Supermarkets tempt shoppers with alcohol while grocery shopping

18.09.2024 - On average, you encounter alcohol nine times during a trip through the supermarket. The Danish Cancer Society calls for stricter regulation.

A new study by the Danish Cancer Society reveals that, on average, alcohol products such as wine, beer, and spirits are encountered nine times from the moment you enter a supermarket until you check out. This poses several concerns, explains Mette Lolk Hanak, Head of Prevention at the Danish Cancer Society.

“When alcohol is visible in so many places, it becomes easy to unintentionally pick it up, even if it wasn’t planned. It’s particularly worrying that children and young people are exposed to alcohol so frequently in supermarkets. This is why there needs to be stronger regulation in this area,” she says.

Alcohol is harmful to health and increases the risk of several diseases, including at least seven types of cancer. Despite this, more than 700,000 Danes consume alcohol in excess of the Danish Health Authority’s recommendations, and Danish youth lead Europe in drunkenness.

Alcohol tempts both adults and children

The new study, conducted by the Danish Cancer Society across 34 grocery stores, highlights that:

• In two out of three stores, alcohol was placed near the checkout area.

• In one-quarter of the stores, alcohol was displayed right at the entrance.

• In over two-thirds of stores, alcohol was prominently displayed on colorful stands throughout the store.

“The Danish Cancer Society finds it concerning that many supermarkets seem to have a strategy of placing alcohol in numerous visible locations, which tempts consumers to purchase it, even if it wasn’t on their shopping list,” says Mette Lolk Hanak.

“Advertising alcohol to those under 18 is prohibited, but the widespread visibility in supermarkets essentially turns these stores into billboards for alcohol, influencing both young people and adults,” she adds.

Making alcohol less visible

Politicians are already addressing the issue. The parties behind the 2023 prevention plan have called for rules that prevent alcohol from being placed near items aimed at children and young people or near supermarket entrances. The Danish Cancer Society is advocating for stricter limitations on where alcohol can be placed in stores.

“I’m glad to see that politicians are taking this problem seriously. We propose that alcohol in stores be restricted to one or two locations per store. This would make alcohol less visible and reduce the temptation for both children and adults,” says Mette Lolk Hanak.

The Head of Prevention emphasizes that regulating the placement of alcohol in supermarkets is just one step toward reducing the massive exposure of alcohol to children and young people.

“There’s also a need for greater focus on combating alcohol marketing on social media, through influencers and sponsorships. If we want a healthier Denmark and want to help our young people shed their title as the ‘European champions of drinking,’ we need to take action on several fronts simultaneously,” she says.

Facts about the study:

In April, May, and June 2024, the Danish Cancer Society visited 34 randomly selected supermarkets in the Capital Region of Denmark and Region Zealand.

The placement of alcohol was examined, with notes made on whether it was located at the entrance, the checkout area, or on stands throughout the store.

The study also noted which other products were placed near alcohol, with particular attention to sweets, chips, soft drinks, and juice.

Read the full report here: The placement of alcohol in supermarkets