Co-creating nudging ideas to promote fruit and vegetable purchases in supermarkets in Uruguay

Interventions based on nudging within food retail settings have gained attention as a way to support fruit and vegetable consumption by steering choices in subtle ways while preserving consumer autonomy. Nevertheless, the existing literature is largely dominated by studies from high-income settings, and there is limited understanding of how such strategies should be conceived and adapted in emerging economies. The present study sought to collaboratively develop nudging interventions to encourage fruit and vegetable purchases in supermarkets in Uruguay, a Latin American country. Two co-creation workshops were carried out with a total of 31 participants following a structured co-design methodology. More than 200 proposals emerged and were analysed using qualitative thematic analysis. The proposals included elements within the following categories: visual communication, product placement, experiential activities, sensory cues, loyalty incentives and interactive devices. Many proposals drew on behavioural heuristics, including salience, emotional resonance and environmental cues, while also emphasizing convenience, playfulness and local identity. Overall, the study illustrates the value of participatory approaches to the design of healthier food environments, offering a repertoire of concrete ideas for future refinement, testing and real-world application.