The GRoceries Aimed at Increasing Nutrition Study
Prompting a Switch From Refined Grains to Whole Grains in an Online Grocery Store Using Marketing Nudges and Financial Incentives
University of Pennsylvania
216 participants
Oct 14, 2025
INTERVENTIONAL
Conditions
Summary
Only 2% of Americans meet the recommended levels of whole grain consumption, despite its association with reduced risk of type 2 diabetes. This study aims to assess if consumers with prediabetes or type 2 diabetes can be encouraged to switch from buying refined grain products to whole grain products when shopping for groceries online. The study will use personalized marketing strategies, with or without discounts which adjust based on purchasing behavior, to promote whole grain consumption.
Eligibility
Inclusion Criteria11
- Age 45 - 70 years.
- Able to provide consent.
- Resident of Philadelphia, Bucks, Delaware, Chester, or Montgomery Counties in Pennsylvania.
- Consume \<5 servings of whole grains per week.
- Use online grocery shopping at least once per month.
- Have access to a credit or debit card to pay for groceries purchased.
- Have reliable internet access.
- Speak English.
- Penn Medicine patient diagnosed with prediabetes or diabetes (identified using ICD-10 codes R73.03, E11).
- Not able to speak English.
- Not able to provide consent.
Interventions
Marketing nudges encouraging whole grain purchasing, including displaying whole grains (e.g., whole wheat bread, brown rice) at the top of the study's online grocery store, featuring whole grain banner displays, and offering product swaps to highlight whole grain alternatives
Marketing nudges encouraging whole grain purchasing, including displaying whole grains (e.g., whole wheat bread, brown rice) at the top of the study's online grocery store, featuring whole grain banner displays, and offering product swaps to highlight whole grain alternatives, plus personalized financial incentives with individual incentive amounts optimized weekly based on prior whole grain purchasing behavior and engagement
Locations(1)
View Full Details on ClinicalTrials.gov
For the most up-to-date information, visit the official listing.
NCT07167004