The University of Leeds-led study analysed 11.6 billion items sold by Tesco, Morrisons, Sainsbury’s and Asda. It found HFSS products accounted for 20% of items before the restriction on where such products may be displayed, dropping to 19% after the policy began in October 2022. The measure is part of the government’s Childhood Obesity Strategy and aims to be unobtrusive; the researchers say it coincided with around two million fewer HFSS items sold per day. The study adds that 56% of shoppers did not notice any changes in-store.

About 2,000 shoppers were surveyed to assess perceptions of the legislation and its impact on shopping habits. While 73% did not expect it to affect their own behaviour, 71% thought it would influence others more. Some 90% said making healthier foods affordable was as important as, or more important than, the legislation. Lead researcher Professor Michelle Morris said the HFSS rules contributed to a meaningful drop in sales of in-scope products, but more work is needed to align diets with the Eatwell Guide. Dr Alison Fildes added that shoppers backed the legislation but wanted greater promotion and affordability of healthy options; she suggested moving HFSS items away from prominent displays to make healthier choices more visible.