Supermarket promotions in Western Sweden are incompatible with Nordic dietary recommendations and differ by area-level socioeconomic index

BACKGROUND: Large supermarket chains produce weekly advertisements to promote foods and influence consumer purchases. The broad consumer reach of these ads presents an opportunity to promote foods that align with dietary recommendations. Thus, the aim of this study was to investigate the health quality of supermarkets’ weekly food promotions in a large region of Sweden with attention to more and less advantaged socioeconomic index areas. METHODS: Analysis of weekly advertisements from 122 individual stores, representing seven chains, was carried out in a large region of Sweden from 2–29 March in 2020. Food promotions were divided into categories according to the Nordic Nutrition Recommendations and World Health Organization Regional Office for Europe’s nutrient profile model, and defined as ‘most healthy’, ‘healthy’, ‘unhealthy’ and ‘most unhealthy’. A mean socioeconomic index was used to classify each store location to determine whether proportions of the ‘most unhealthy’ foods differed between more advantaged and more disadvantaged socioeconomic index areas. RESULTS: In total, 29,958 food items were analyzed. Two-thirds of promotions belonged to the food groups considered ‘most unhealthy’ and ‘unhealthy’. In the ‘most unhealthy’ food group ‘sugar-rich beverages and foods’ constituted approximately 23.0% of the promotions. Food promotions had 25% increased odds to be from the ‘most unhealthy’ group (odds ratio 1.25, confidence interval 1.17, 1.33) in more disadvantaged socioeconomic index areas. This association could be explained by the supermarket chain the stores belonged to. CONCLUSIONS: Our findings indicate that Swedish supermarkets promote a large proportion of unhealthy foods as classified by the Nordic Nutrition Recommendations. We also observe that certain national supermarket chains tend to locate their stores in more disadvantaged areas and promote a greater proportion of unhealthy foods in their weekly advertisements compared to the more advantaged areas. There is an urgent need for supermarkets to shift promotions toward healthier food items. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s12889-023-15729-1.