Contribute to nutrition research and you could win £75 of Sainsbury’s vouchers

The STRIDE research project is a partnership between Sainsbury’s and the University of Leeds. The project will investigate how data from food and drink purchases could be used by nutrition researchers to better understand the nation’s dietary habits, which could help improve people’s health across the UK. Please read the ‘More information’ section below to find out what participation involves.

To thank you for taking part in this valuable research, you’ll have the chance to win £75 in Sainsbury’s vouchers.

More information

To find out more about the research, click each section header below to collapse or expand.

Supermarket Transaction Records In Dietary Evaluation study

What is the purpose of the research?

In most dietary research, researchers ask people to tell us what they ate, but it can be hard to remember and record everything accurately. That’s why we’re always looking for more effective ways to measure the diet of the UK population.

Sainsbury’s, like all supermarkets, collect data about the products you buy in order to bring you the best offers tailored to you. Researchers could use this food and drink purchase data to understand how dietary habits vary across different parts of the UK and at different times of the year. This knowledge could benefit society by improving approaches to obesity prevention, which in could turn lead to cost savings for the National Health Service.

We would like to evaluate how well food and drink purchases represent what people in the UK actually eat, by comparing purchase information with more traditional self-reported dietary assessment methods.

During this study, we will link your dietary consumption data from an online Food Frequency Questionnaire, with your Sainsbury’s purchases, recorded by your Nectar card. This will allow us to compare how these two pieces of information describe your diet. By doing this for lots of different people, we can understand how well purchase data might reflect the diets of the UK population. This information will help us to assess how purchase data might be used by researchers, retailers and public health practitioners in the future to help us make better food choices and live healthier lives.


Why have I been chosen?

You have been invited to take part in this research as a Nectar Card holder, in the Yorkshire and the Humber region and based on your 2019 purchase records. Your purchase records indicate that you are a loyal Sainsbury’s customer and typically buy from the majority of food categories.


What do I have to do?

1. Complete an online demographic survey
After reading all the study information and you choose to take part, please complete the online consent form and short survey. By completing the form you agree to receive study materials via email from researchers at the University of Leeds.

– When you consent to the study, you will be asked to provide your Nectar card number. This is how we will identify which purchase data belongs to you so it can be linked anonymously with your customer information and dietary recall data.
– Sainsbury’s will be aware which Nectar card holders are taking part, but your participation in the study will not affect any of the usual benefits you would normally receive from Sainsbury’s or Nectar.
– To maintain confidentiality, Sainsbury’s will not share any information which can be used to identify you personally (e.g. your name and home address) with the University of Leeds.
– All information that you provide for the study through online surveys or your Food Frequency Questionnaire will be held by the University of Leeds. With the exception of your Nectar card number, none of the information you provide will be shared with Sainsbury’s.
– The online survey will include questions about you and other members of your household, such as age and gender, which we will use alongside the information you provided when you signed up for your Nectar card.
– We will use your demographic information to put you into larger groups with other respondents who have similar characteristics (such as your ages).
– This group data will be anonymised to prevent individuals from being identified.
– This group data will be used to investigate any differences in how well purchase records represent consumption for different groups of people; for example, whether purchases of younger people are more likely to match consumption records than those of older people.

2. Complete an online Food Frequency Questionnaire
Participants will be asked to complete an online Food Frequency Questionnaire, developed by the Scottish Collaborative Group (link). This will take approximately 20 minutes. You will receive a link to the online Food Frequency Questionnaire. Here you should record as accurately as possible, the frequency and quantity of foods you consumed over the previous 2-3 months. To make it easier, the Food Frequency Questionnaire includes a user guide

3. Allow your purchase records to be shared with researchers

‘You will only be required to participate actively in one online survey and one online Food Frequency Questionnaire. By taking part in the study you consent to share your purchase data over a longer period, however this part of the study will not take up any of your time.

To gain a greater understanding of seasonal shopping differences and to assess whether your habits have changed as a result of taking part in the study, all food and drink purchase records linked to your loyalty card will be shared with the research team for one year during the study (2020 – 2021) and for one year prior to this (2019 – 2020).

Please remember to use your loyalty card every time you shop at Sainsbury’s during the study period. We ask that you do not make any changes to your diet and food purchase habits during the study and dietary recall days, as we would like to get a sense of your usual diet.

All of the information that you provide as part of this study can be given online, at a time and place convenient for you. You will not be asked to travel to complete any aspect of this study.

Any information you provide as part of this study, the Food Frequency Questionnaires and online surveys, will be used solely for the purposes of the research described and not for marketing purposes. All items which are not food and drink will be removed from your purchase records before they are shared with the research team.


What are the possible benefits of taking part?

– If you complete the study you will be entered into a prize draw for one of 5 chance to win a £75 Sainsbury’s voucher*.

– You will be able to see the results of the research published on the study website, which will include links to any publications, although this may be months or even years after your participation in the research.

– Knowing that you have contributed to important research that could improve understanding of UK diets and hopefully lead to future improvements in public health.

*The prize draw will be carried out by Sainsbury’s/Nectar and will take place at the end of the study in April 2021. Winners will be notified by email by Sainsbury’s/Nectar. Terms and conditions for the prize draw can be found here:


What are the possible disadvantages and risks of taking part?

All the surveys and dietary recalls are designed to be as simple as possible, but participation will take up a small amount of your time.

You will also need to be able to access the internet to complete this study.

We understand that the data you provide is important to you and will be treated as confidential. There are precautionary measures in place to protect your data, including;

– only sharing data that is necessary to the research

– only allowing authorised researchers to access the data

– anonymising data prior to analysis

– using ISO accredited secure methods for transferring and storing your data, which additionally meet NHS standards.


Do I have to take part?

No, taking part is entirely voluntary and will not affect the usual communications, promotions or loyalty points you would receive from Sainsbury’s or Nectar.


Can I withdraw from the study?

You may withdraw from the study at any time, until two weeks after completion of your Food Frequency Questionnaire.

You do not need to give a reason for withdrawing from the study.

If you withdraw, you will not be entered into the prize draw to win one of the 5 shopping vouchers.

If you would like to withdraw your data after having taken part, you can do so by contacting the lead investigator, Victoria Jenneson


What will happen to the results of the research project?

Results from the research will be published in academic journals, available in the public domain, presented at research conferences and will be made available to you on the study webpage. Research findings will also contribute to a PhD thesis and project report, which will be shared with Sainsbury’s. Results will always be presented for groups of people to ensure individuals cannot be identified in any report or publication.


Who is organising / funding the research?

This research is being conducted by the University of Leeds in partnership with Sainsbury’s Plc, as part of a co-funded Economic and Social Research Council (ESRC) PhD project.


How will my data be stored?

The anonymised research data will be stored, and the analysis conducted, within a secure research environment at the University of Leeds. This means that the data can only be accessed by authorised project researchers and the transfer of data in and out of the environment is tightly controlled. The storage and use of the research data will be conducted solely within the UK and will comply with the General Data Protection Regulation (2018), and the University’s Code of Practice on Data Protection.

Data collected during this research will be stored within a restricted access University of Leeds data archive in an anonymised form for a maximum of 10 years post completion of this study. This period of data storage will enable time for all analyses to be completed and for results of the research to be published.

Your data will be used in line with the University of Leeds Research Participant Privacy Notice, available here:

The survey service provider is Online surveys, operated by Jisc. The Jisc-wide privacy notice is available here:


Contact the study team

The Chief Investigators and those responsible for this study are Victoria Jenneson, PhD researcher at the Leeds Institute for Data Analytics, and Dr Michelle Morris, University Academic Fellow in Health Data Analytics, Turing Fellow,’ 0113-34-30883, Leeds Institute for Data Analytics, Level 11, Worsley Building, University of Leeds, Clarendon Way, Leeds, LS2 9NL.


Thank you for your time


This study has been reviewed and given a favourable opinion by the University of Leeds Social Science, Environment and LUBS (AREA) Faculty Research Ethics Committee on 15 July 2019, ethics reference [AREA 18-174]