Small changes, big impact: Reducing ultra processed foods choices among low-income consumers with a swap nudge

To satisfy consumer demand for convenient, tasty, and inexpensive products, Ultra Processed Foods (UPFs) have become increasingly prevalent in many countries worldwide. This rise in UPFs consumption can however contribute to several health issues, particularly among low-income groups, who are more susceptible to making unhealthy food purchases. Nudging is an approach that aims to influence consumer behavior toward desired outcomes. In the context of a digital environment, the swap suggests healthier alternatives when an individual selects an unhealthy food option. Herein, an experiment was conducted on 810 low-income Italians responsible for household food purchases, who were asked to select a main and side dish in an online supermarket. When UPFs were selected, a food swap was proposed, offering a minimally processed alternative. Results provide evidence that a food swap can reduce the selection of UPFs among low-income consumers and identify specific individual factors that influence the effectiveness of a food swap among this target population. Specifically, 23 % of participants accepted the swap, and younger males, with higher UPFs consumption levels and lower reactance, were more likely to follow the nudge, suggesting the potential for targeted interventions in the digital environment. • Ultra Processed Foods (UPFs) consumption is rapidly increasing in many countries. • This study tests effectiveness of a digital swap nudge to reduce UPFs selection. • 810 low-income Italian food shoppers participated in an online shopping task. • The nudge had a significant effect, reducing UPFs selection. • Higher UPFs consumption levels and lower reactance increase nudge acceptance.