7 Secrets to Outsmarting Your SupermarketLook Past the Super Marketing to Protect Your Wallet and Your Waistline
-- By Sarah Haan, Registered Dietitian
Conniving. Manipulative. Scheming. I’m not talking about your ex; I’m talking about your grocery store. On your next trip, be prepared to fight back against the tactics most supermarket chains use to get you to spend more money on "extras" that you don't really need—tactics that affect your wallet and your health.
You’re on your weekly grocery trip. You’ve got your list in hand, and you're ready to purchase the items you need for your healthy, preplanned meals. You walk through the supermarket doors and…oh! Look at the Fourth of July decorations! Visions of cookouts, party favors and kids with sparklers are now dancing through your head. You hang around the display, pick up a "two-for" deal on red, white and blue wrapped chocolates, and grab streamers and balloons because your sister-in-law might have forgotten supplies to jazz up the kids table for the party next week. 2,549 calories and at least $10 unplanned dollars later, you’ve been the victim of a grocery store plot.
Distractions at the grocery store happen, and that's no accident. Strategic product placements purposely distract you from your well-intended list and entice you to purchase those little extras. Supermarket chains spend thousands upon thousands of dollars to know exactly how, where, when, and why you shop. They use this information to get you to linger longer, fill your basket—make that your cart—to the brim, and spend more of your hard-earned cash than you intended to spend. But your grocer may be hurting more than just your wallet with these marketing maneuvers.
Let’s put on our spy gear and take a mental tour through the supermarket to investigate the nooks and crannies where stores hide their tricks. Take note so the next time you head to the grocery, you’ll have a plan of attack.
End the End Cap Enticement
Conveniently placed on the end of every aisle, "end caps" are home to sale items and seasonal kits that may not have been on your list but look oh-so-inviting when you see them. Items for s’mores, pumpkin pie, or green bean casserole are often creativity combined on these aisle ends. Foods on end caps are generally low in nutrients and high in added fat and sugar. Battle plan: If it’s on your list for greater health, you just saved a trip down the aisle. If it’s not, smile, but keep walking past the pretty display and find your next listed item.
Shelve Your Impulses
Major brands pay grocers to shelve their top-selling items at eye level. They even go so far as to place products geared toward children right within their little paws’ reach—cartoon characters, bright colors and all are low to the ground or cart-level for wee ones who sit in the seat of your shopping cart. Battle plan: Make an educated decision. Glance up and down before choosing an item (less inexpensive generic items, often the same nutritionally, might be lower or higher on the shelf than more expensive brand named products). And always check out the nutrition facts label. Also, if you are shopping with the kiddies, ask them to help you find healthful foods in the store. Turn your grocery list into a scavenger hunt checklist to play as you shop.
Show Seasonal Spirit Who's Boss
Memorial Day (Super Bowl Sunday, Thanksgiving, or really, any other holiday) is right around the corner and you can bet your buttons the local grocer won’t let you forget it! Decorations, party favors and supplies are mixed in with fat- and sugar-laden desserts and snacks, all in one convenient center aisle display. Grocery stores play on your holiday spirit, enticing you to pick up extra goodies on a whim! These add-ons amp up your bill at the check out and can add loads of calories to your stash very quickly. Battle plan: Plan your celebration, complete with healthy snacks and recipes, and stick to it. Ditch the “we just might need” mentality. Simplicity is best (and healthiest) during these times of year!
Boycott the Bakery
The smell of fresh bread, cinnamon rolls and apple pie is wafting through the baked goods area as you’re picking up your whole-grain bread this week. Your senses are begging you to bring some home; it just smells too good! Many grocery stores strategically plan their baking times during the busiest hour of the day. It has been proved that shoppers pick up more items when the luscious smells are present in the store. Battle plan: You've heard this one before. Never shop on an empty stomach. Shopping after a meal can help stave off cravings and keep you focused on the task at hand. Think about the delicious meals you are shopping for and don't let distraction get the best of you. If you must, send in the troops to grab your items and avoid any too-tempting aisles altogether!
Bust by Bargains
You see the signs: 5 for $10! Buy two get one FREE! 2 for the price of 1! These "bargains" can seem like a great idea , but consider the product you’re saving on. If it’s on your list of super-healthy, nutritious foods, go for it! You’ve helped your health AND your pocketbook. However, consider the product—healthfulness should trump a bargain every time. Do you really need five rolls of cookie dough or a free box of pastries? It's not likely. Battle plan: If you’re only getting it because it’s on sale, you probably don’t need it. The same rule goes for non-food items like toiletries, cleaning products and household items. No excuses here.
Free Yourself from Free Samples
When you see little carts set up with mini toasters and microwaves handing out bits and pieces of goodies, you’ve entered the realm of free samples. This tactic is widely implemented by grocers to increase products sales because it works wonderfully. Free sample stations are great ways to demonstrate the versatility of certain products, but how often are the featured foods healthful or nutrient-dense? How often are they full of vitamins, minerals, lean protein, healthy fats and fiber? How often do they feature whole, unprocessed foods that are naturally good for you? The products grocers generally hand out to promote sales are convenience items, ones that shouldn’t be on your shopping list if you're trying to eat healthier. Battle plan: If the product is free of trans fats, made with whole grains or free of added sweeteners, enjoy a little nibble. Use your label-reading skills to determine if it’s a healthful item you can pick up during your next grocery trip. Look at the amount of protein, calories, fiber, added sugars, salt, and types of fats to assess how healthful the food might be.
Outsmart Checkout Impulses
And the last, but certainly not least dangerous contact point between you and your supermarket's products is the checkout lane. Fully stocked with sugary, salty and saturated fatty snacks, these grab-n-go items can pack a punch when it comes to piling on empty calories. Along with the plethora of candy situated in the checkout aisle are cold sodas, foamy fountain drinks, salty trail mixes and magazines touting the latest weight-loss craze. You can easily add hundreds of calories and a few extra bucks to your bill in the minutes you spend checking out. Battle plan: Flip through a magazine you know you won't buy, chat with the person standing behind you in line, organize your groceries perfectly on the conveyor belt—anything to keep your hand from wandering to those impulse purchases. If you haven’t eaten in hours and you don’t think you can make it home, plan ahead and purchase an extra piece of fruit to eat on your ride home.
Focus first when it comes to grocery shopping. Be mindful and make your moves with intention to keep impulses at bay. Many times, our habits drive our purchase decisions and "wants" trump "needs." Making a list, sticking to it, and questioning yourself each time an "extra" almost lands in your cart will not only save you a pretty penny, but will also keep your healthy living habits on track.