Consumption of salt rich products: impact of the UK reduced salt campaign

  • Abhijit SharmaEmail author
  • Salvatore di Falco
  • Iain Fraser
Research article


This paper uses a leading UK supermarket’s loyalty card database to assess the effectiveness and impact of the 2004 UK reduced salt campaign. We present an econometric analysis of purchase data to assess the effectiveness of the Food Standard Agency’s (FSA) ‘reduced salt campaign’. We adopt a general approach to determining structural breaks in the time series of purchase data, using unit root tests whereby structural breaks are endogenously determined from the data. We find only limited evidence supporting the effectiveness of the FSA’s reduced salt campaign. Our results support existing findings in the literature that have used alternative methodologies to examine the impact of information campaigns on consumer choice of products with high salt content.


Structural breaks Salt consumption Low salt campaign effects 

JEL Classification

Q12 Q31 I12 



Research funded by the UK Food Standards Agency (FSA Project Code: D03008). We would also like to acknowledge help received from Andrew Fearne in obtaining the dataset used in this paper.


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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  • Abhijit Sharma
    • 1
    Email author
  • Salvatore di Falco
    • 2
  • Iain Fraser
    • 3
  1. 1.Bradford University School of ManagementBradfordUK
  2. 2.University of GenevaGenevaSwitzerland
  3. 3.University of KentCanterburyUK

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