Are food and beverage purchases reflective of dietary intake? Validity of supermarket purchases as indicator of diet quality in the Supreme Nudge Trial

Dietary intake assessment is often complicated by intrinsic bias. This study investigated whether food purchase data could constitute a valid indication of dietary intake, by evaluating the extent to which diet quality as measured by supermarket food purchases is correlated with diet quality as measured by reported dietary intake. We used data from the Supreme Nudge cluster-randomised controlled supermarket trial (<i>n</i> 227). Data were collected at baseline from supermarket purchases (loyalty cards) and a dietary questionnaire (short forty-item FFQ) to compute two scores reflecting diet quality from purchasing data (purchased diet quality) and FFQ (consumed diet quality). Both scores constituted thirteen food groups and could theoretically range from 0 (low diet quality) to 130 (high diet quality). The relationship between purchased diet quality and consumed diet quality was assessed using correlation coefficients and the Bland-Altman limits-of-agreement method. Multiple linear regression was fitted between purchased diet quality and consumed diet quality, adjusted for age, sex, waist circumference, educational level and household size. Consumed and purchased diet qualities were modestly positively correlated (Pearson's ρ = 0·31, 95 % CI 0·18, 0·42). A positive association from linear regression was found after confounding adjustments (β_baseline = 0·22, 95 % CI 0·10, 0·34). The purchased diet quality was systematically lower than the consumed diet quality. This study found that diet quality as measured by supermarket purchases provided a reasonable indication of diet quality as reported by short-FFQ, albeit modest.