An in-store experiment on the effect of accessibility on sales of whole grain and white bread in supermarkets.

The effect of convenience on bread sales was investigated over two periods in two supermarkets. During period 1 (week 43-49, 2013) whole grain bread was presented conveniently near the entrance whereas white bread was located further away (healthy first) in one of the supermarkets whereas white bread was located near the entrance in the other supermarket (healthy last). During period 2 (week 5-9, 2014) this order was reversed. The number of units of five categories of bread, including whole grain and white bread, was registered per day.