[Food diversity analysis based on data of food purchasing in supermarket chain]

Abstract

Diversity in nutrition is of fundamental importance for health. According to research in recent decades, the diversity of the population's diet has greatly decreased, which carries health risks. The aim of the study was to analyze food diversity in population based on their purchasing activity in large trading network. Material and methods. From the depersonalized data of 1 800 319 loyalty program unique members of the retail network in Moscow, 201 904 buyers were selected according to the following criteria: the presence of a dense segment of purchases (more than 4 weeks, where there was at least 1 purchase in 2 weeks), in which the total cost of purchases was not less than 4700 rubles and at least 4 different food groups were purchased. Data from the cashier's receipts for 12 months (median 124 days) as well as the food labels for extracting the data about ingredients were used. Food diversity was analyzed by using count-base score method in which absolute number of different foods in every of 6 food groups (grains, fish and meat, fats, dairy products, vegetables, fruits and berries) was calculated. Total score as a sum of all scores from all food groups was also calculated. Results. According to the food diversity analysis, 73.9% of buyers purchased 2 or less types of grains. Only 31.4% of buyers purchased more than 4 types of vegetables, only 36.2% purchased more than 2 types of fruits and berries, 41.9% purchased less than 2 types of meat and fish, 61.3% purchased only 1 type of fat, and at least 2 types of dairy products was purchased by 53,3% of buyers. Acceptable rate of food diversity of 20 different types of food per week was achieved only in 11.4% of buyers. Conclusion. Food diversity in buyers of trading network is low, with the lowest scores in buying different grains, vegetables, fruits and berries, meat and fish as well as fats. Better diversity was demonstrated in buying dairy products, as they traditionally are accounted as healthy by consumers.

Keywords: consumer activity; dietary diversity; selection of food.