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Tesco's changes to multibuy promotions lead to healthier food choices among shoppers

In a recent development, Tesco, one of the UK's leading supermarket chains, has reported that shoppers are increasingly making healthier food choices. This shift in consumer behaviour comes after the company made significant changes to its multibuy promotions, particularly targeting products high in fat, sugar, and salt (HFSS).

Since the onset of the COVID-19 pandemic, Tesco has been on a mission to promote healthier eating habits among its customers. Ashwin Prasad, Tesco's Chief Commercial Officer, highlighted the concerning levels of obesity in the UK and its impact on the NHS and the economy. To combat this, Tesco has introduced "Better Basket zones" in its stores, encouraging customers to opt for healthier food options. As a result of these initiatives, the supermarket has successfully removed over 70 billion calories from its own-brand products in the past year, including a reduction of 320 tonnes of sugar from its cereal range.


Furthermore, Tesco has set an ambitious target to achieve 65% healthy food sales by 2025. Recent data indicates a decline of 11% in the sales of no-sugar and low-sugar drinks, while the demand for healthier snacks has surged by over 10%. Prasad expressed optimism about the progress and emphasised the importance of collaboration with suppliers and partners to reach the 2025 goal.


However, challenges remain. Despite these efforts, less than one-third of UK adults consume the recommended five portions of fruits and vegetables daily. Elaine Hindal, CEO of the British Nutrition Federation, a Tesco partner, stressed the need for collective action to improve the nation's diet.


In a positive note, Tesco's data reveals that over half a million customers have opted for healthier baskets since 2021. Moreover, more than three million people purchased at least 10% more healthy products in 2022 compared to the previous year. The supermarket believes that its decision to limit multibuy deals on HFSS items has played a pivotal role in steering customers towards healthier choices.


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