7-Eleven In-Store Scanners Encourage Vegetable Consumption

Published 27 October 2023

Author
Laura Swain
2 min read

Demand for fruit and vegetables in Japan has risen dramatically since 2019 thanks to an increased awareness of immune health and the impact of diet on overall holistic wellness, according to a recent government study (MAFF, 2023). To help shoppers understand whether they’re consuming enough fruit and veg, retailer 7-Eleven has introduced hand scanners in select stores across Japan.

The Vege-Check scanners use reflection spectroscopy to measure carotenoid levels present in the skin. Carotenoids include lycopene, the compound responsible for the red colour in tomatoes, and beta-carotene, the orange pigment found in carrots. To receive a reading, customers place their palm on the scanner for 30 seconds. It then gives them a printout with a score between one and 12. A score between seven and eight indicates a healthy intake of fruit and vegetables, quantified in Japan as at least 350g per day.

While the scanner’s approach doesn’t yield as accurate a result as a blood test, it’s hoped that its non-invasive nature will prompt repeat use in-store, helping shoppers to track and alter their eating habits over time.

This is part of a wider push by some supermarket chains globally to nudge consumers towards healthier food choices, with tactics ranging from placing better-for-you foods in more convenient spots in-store (see Woolworths in Australia) to avoiding volume deals on unhealthy foodstuffs (see British supermarket Tesco).

The Vege-Check scanners use reflection spectroscopy to measure carotenoid levels present in the skin. Carotenoids include lycopene, the compound responsible for the red colour in tomatoes, and beta-carotene, the orange pigment found in carrots. To receive a reading, customers place their palm on the scanner for 30 seconds. It then gives them a printout with a score between one and 12. A score between seven and eight indicates a healthy intake of fruit and vegetables, quantified in Japan as at least 350g per day.

While the scanner’s approach doesn’t yield as accurate a result as a blood test, it’s hoped that its non-invasive nature will prompt repeat use in-store, helping shoppers to track and alter their eating habits over time.

This is part of a wider push by some supermarket chains globally to nudge consumers towards healthier food choices, with tactics ranging from placing better-for-you foods in more convenient spots in-store (see Woolworths in Australia) to avoiding volume deals on unhealthy foodstuffs (see British supermarket Tesco).