Nudging for healthier food choices

In a joint effort, Rimi and Nudgd targeted an increase in the consumption of fruits and vegetables among Rimi's in-store and online customers in Latvia, Estonia and Lithuania. This initiative was driven by the health and nutrition benefits and the environmental benefits of plant-based foods, which typically require fewer resources and produce lower greenhouse gas emissions.

We implemented a social norm nudge strategy, informing customers about the popular combinations of fruits and vegetables bought by others. This approach was integrated into Rimi’s physical stores across the Baltic region and on the digital e-commerce platform. Customers encountered these nudges in stores and online, especially after adding related products to their carts. The nudges were tested through the pairing of specific products, such as Greek yogurt with blueberries.

Purchase data was analyzed to identify items that are commonly bought alongside key healthy products, like blueberries. Through this analysis, recommendations were generated based on peer social comparison nudge techniques, enabling suggestions to be made about what is often purchased alongside products like Greek yogurt, as observed in similar customer buying patterns.

In the successful pilots, where the planned set-up was implemented precisely, the nudge strategy led to:

• A remarkable 44% increase in the purchase of blueberries when paired with greek yogurt in physical stores
• A 30% increase in online purchases of the same combination in the e-commerce store.

This success highlights the potential of nudges in steering consumer behavior towards healthier and more environmentally friendly choices.