Table 1 Overview of the focus group topic list.

1

Attitudes and perceptions on aspects of food selection

- Aspects of food selection

- Reasons for healthy/unhealthy eating

- Capability of eating healthy

2

Attitudes and perceptions towards food prices

- Attitudes and perceptions towards prices of healthy and unhealthy food

- Importance of price in food selection

3

Thinking up pricing strategies

- Opinion about pricing strategies as tool to stimulate healthy eating

- Thinking up pricing strategies

4

Attitude and perception regarding nine pricing strategies from Delphi Study

1. Prohibition of discounts on unhealthy food items: a. Overall opinion; b. Which products; c. Positive/negative aspects; d. Usefulness; e. Need for consumers; f. Leads to different food choices? g. Is it patronizing? h. Compatibility

2.Allowance for low-income groups designed to purchase healthy food: a. Overall opinion; b. Which products; c. Positive/negative aspects; d. Magnitude of the allowance; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability.

3. Healthy food options being on offer more frequently: a. Overall opinion; b. Which products; c. Positive/negative aspects; d. Magnitude of the offers; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability.

4. Healthy food items discount card exclusively for low-income groups: a. Overall opinion; b. Which products; c. Positive/negative aspects; d. Discount magnitude; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability.

5. Offering small presents, extras or saving stamps with healthy food items: a. Overall opinion; b Which products; c. Positive/negative aspects; d. Usefulness; e. Need for consumers; f. Leads to different food choices? g. Is it patronizing? h. Compatibility? i. Complexity/communicability

6. Making healthy food items cheaper and unhealthy food items more expensive: a. Overall opinion; b. Which products; c. Positive/negative aspects; d. Magnitude of the price differences; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability

7. Subsidizing healthy foods: a. Overall opinion; b. Which products; c. Positive/negative aspects; d. magnitude of subsidy; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability.

8. Tax increase on unhealthy food items: a. Overall opinion; b Which products; c. Positive/negative aspects; d. Magnitude of the tax; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability.

9. Insurance premium cutback when a healthy diet is comprised: a. Overall opinion; b. When allocated; c. Positive/negative aspects; d. Magnitude of premium cutback; e. Usefulness; f. Need for consumers; g. Leads to different food choices? h. Is it patronizing? i. Complexity/communicability.