Abu Dhabi: Supermarkets across Abu Dhabi will soon have to make foods high in fat, salt, and sugar less visible under a new policy designed to encourage healthier eating while preserving consumer choice.
To achieve this, Healthy Living, in collaboration with the Abu Dhabi Registration Authority (ADRA), has introduced a policy that redesigns the layout of supermarkets and online grocery platforms. As a result, food and beverage products high in fat, salt, and sugar will no longer appear in the most prominent locations that typically encourage impulse purchases.
The new rules will become mandatory from January 1, 2027.
What Will Change?
Under the policy, supermarkets and online grocery platforms must remove food and beverage products classified as high in fat, salt, and sugar (HFSS) under the Abu Dhabi Public Health Centre’s (ADPHC) SEHHI classification from high-visibility areas. Instead, retailers will place these products away from checkout counters, store entrances, homepage banners, and other prominent locations that often influence impulse buying.
These include:
- Store entrances
- End-of-aisle displays
- Checkout counters
- Promotional display zones
For online supermarkets, the products will no longer receive prominent placement on:
- Home pages
- Search results
- Promotional pop-ups
- Checkout pages
The policy applies to physical supermarkets larger than 4,000 square feet operating in Abu Dhabi.
Products Will Still Be Available
However, the policy does not ban or restrict the sale of unhealthy food. Instead, it changes where these products are displayed.
Customers will still be able to buy foods high in fat, salt, and sugar, but supermarkets will place them in regular store aisles instead of high-visibility locations. By making healthier options more prominent, the policy aims to reduce impulse purchases without limiting consumer choice.
Carrefour Among First Retailers to Comply
Meanwhile, retailers have already started adopting the new standards ahead of the compliance deadline.
Carrefour, operated by Majid Al Futtaim, is among the first supermarket chains to complete the rollout across its Abu Dhabi stores.
Ahmed Galal Ismail, Chief Executive Officer of Majid Al Futtaim Holding, said the company is proud to support Abu Dhabi’s vision of building healthier communities.
“We are proud to support this ambition and to have achieved compliance with the Responsible Food and Beverage Placement Standards across our Carrefour stores in Abu Dhabi. We remain committed to creating environments that deliver healthier, more convenient shopping experiences for the millions of customers we serve each year,” he said.
Based on Behavioural Science
The policy draws on behavioural science and international best practices, recognising that product placement has a strong influence on shopping decisions.
Studies have consistently shown that shoppers are more likely to buy products displayed at store entrances, checkout counters, and promotional areas on impulse, especially sugary snacks and drinks. By moving these products away from the most visible locations, the policy encourages consumers to notice healthier options first while keeping all products available for purchase.
By changing what shoppers see first, Abu Dhabi hopes to make healthier choices the default option without removing freedom of choice.
Multiple Government Agencies Involved
The policy was developed through collaboration between several Abu Dhabi government entities, including:
- Department of Health (DoH)
- Abu Dhabi Public Health Centre (ADPHC)
- Abu Dhabi Quality and Conformity Council (ADQCC)
- Abu Dhabi Agriculture and Food Safety Authority (ADAFSA)
- Abu Dhabi Registration Authority (ADRA)
Authorities also consulted supermarket operators to ensure the standards are practical for retailers while aligning with international public health practices.
Focus on Prevention
Mohamed Munif Al Mansoori, Director-General of ADRA, said the initiative reflects Abu Dhabi’s broader commitment to improving consumer health while ensuring businesses comply with modern regulatory standards.
He added that alongside enforcement, authorities will continue running awareness campaigns to help consumers make more informed food choices.
Dr Ahmed AlKhazraiji, Executive Director of Healthy Living, said prevention remains the foundation of Abu Dhabi’s public health strategy.
“Our approach is rooted in behavioural science and real-world evidence, and interventions like this have delivered measurable results globally. When the products consumers encounter first are not the least nutritious options, healthier choices become the natural default, empowering people to make better decisions,” he said.
Part of Abu Dhabi’s Public Health Strategy
The new policy forms part of Abu Dhabi’s wider efforts to tackle obesity, diabetes and other lifestyle-related diseases by creating healthier retail environments rather than limiting consumer access.
By shifting where unhealthy products are displayed, officials hope supermarkets and digital grocery platforms can encourage better purchasing habits while preserving consumers’ freedom to choose the products they want.
