We help our customers to live well and living well starts with healthy eating. We take our responsibility to help our customers eat healthily, seriously, so that our customers can always choose nutritious and healthy food when shopping with us, whatever their budget.
We are always looking for ways to provide value and affordability to our customers. In January 2020, we discounted a range of fruit and vegetables to 60p, in order to continue to provide our customers value whilst encouraging customers to try something new and increase their repertoire of fruit and veg.
Our research suggests that most customers generally buy within a narrow range of their chosen fruit and vegetables every week. We also know that only around 30-35% of adults achieve their daily 5-a-day of fruit and vegetables, according to the national diet and nutrition survey. Therefore this initiative, which was applied to a range of products, such as beetroot, avocado, pineapple, mango, kale and aubergine, was aimed at helping customers increase their intake as well as supporting our customers to try new products outside their usual choice, whilst receiving great value.
We recently carried out some work with the Consumer Data Research Centre along with various universities looking at food purchase behaviours. The findings included the average household purchases of fruit and vegetables daily. Read a summary of this work here.
Utilising Nectar
In January 2019, we offered Nectar customers 10x points on all fresh, frozen and canned fruit and vegetables. We know financial barriers can prevent customers from trying new products and we hope offering incentives is one way of encouraging customers to purchase more healthy products. We found it was difficult to evaluate the campaign due to other activity running in stores at the same time, but are continuing to explore how we can provide incentives for choosing healthier products.
We also continue to look for creative ways to inform customer choice. In January 2020, the Nectar playback campaign provided customers with an analysis of their 2019 shopping baskets, pulling out key insights in their purchasing habits. The campaign was very popular, with 95% of our customers stating that they liked having this level of feedback about their purchases, as well as generating 18.5 million impressions online. As a result we are currently exploring further opportunities in this area to support our customers.