This article was published in TSE science magazine, TSE Mag. It is part of the Autumn 2024 issue, dedicated to health. Discover the full PDF here and email us for a printed copy or your feedback on the mag, there.
The message is clear. As well as damaging our bodies, poor dietary choices place huge strain on health services, biodiversity and the environment. But are consumers buying it? In a recent study, Marion Desquilbet tracked receipts in 122 French hypermarkets to see how closely their customers follow the ‘3V’ rule for a varied, plant-based diet that avoids highly processed foods.
Her team found that the average shopping basket fell far short of 3V guidelines: nearly two-thirds of its calories were from ultraprocessed food (UPFs); animal products made up 41%. Variety was just 25% compared to the ideal, while more varied baskets contained less UPFs.
Healthy choices can save money: Marion’s 3V-based basket cut shopping bills by nearly 5%. She calls for 3V subsidies and UPF taxes, and urges hypermarkets to rethink their food arrangements and promotions.
