Professional Documents
Culture Documents
Healthy Eating
TESCO
How a major Tesco brand has grown
through recognition of lifestyle changes
2. Products which have been made
healthy. These are products which
consumers feel sufficiently positive to
categorise as being healthy because
sufficient change has been made to
both the product and its image, such as:
low fat spread yogurt cheeses
semi-skimmed milk healthy prepared
ready meals and meal centres trimmed
meat and poultry.
3. Products which had been made healthier.
These are products which in their
standard formappear unhealthy, but have
been made healthier through changes
to recipe and preparation methods. These
products would still not be perceived as
inherently healthy, but can contribute to
an improvement in the diet, such as:
lowfat versions of sausages mayonnaise
crisps chips ice cream, etc.
In the third category it is sometimes possible
to move the product towards healthy eating
by the inclusion of a positive proposition,
such as: low fat burgers made with extra
lean mince.
In seeking information about healthy
eating, consumers feel that sources are
often contradictory. However, they feel that
the most reliable sources of information
include doctors, dieticians, nutritionists, The
Health Education Authority, The Heart
Foundation and Government sources. Of
the retailers, Tesco and Sainsbury were
universally the most highly regarded in the
provision of healthy foods.
Consumers requirements of retailers are
that they should provide a range of
choices, to the expected standards
dictated by the authoritative sources and
changing consumer perceptions. Such
choice enables the achievement of an
individual households own concept of a
Balanced Diet without pressure.
Consumers felt that the role of
communicating information and providing
an appropriate product portfolio must be
achieved without being perceived to over
claim or jump on the healthy eating
bandwagon. In this context, the fact that the
Tesco Healthy Eating brand was almost
10 years old, generated an extremely
positive reaction fromrespondents. It added
credibility in terms of the reasons behind the
original development of the brand.
Relaunching the
Initiative in 1995
The Healthy Eating Initiative was
therefore relaunched in June 1995, having
achieved the following:
A quality range of products with the
breadth and depth to satisfy consumer
requirements, which are offered as a
choice within similar product ranges.
Healthy Eating products are not all
merchandised together. Instead they
appear as part of a parent range offer.
A range of products which meet
required criteria and which are clearly
understood by consumers.
A consistent pricing structure. Wherever
possible, healthy eating products are kept
at the same price as standard products
unless there is a real cost implication,
e.g. skinless chicken is more expensive
than chicken with the skin on, but healthy
eating yogurts are the same price as
standard ones.
A pack desi gn whi ch cl ear l y
communicates food values and product
benefits, as well as being easily
identifiable.
A merchandising policy which helps the
customer to find the products and
maximise sales. The Healthy products
are usually merchandised next to the
standard version or next to the brand
leader if there is one in the healthy sector,
e.g. Healthy Eating ready meals are
next to Lean Cuisine and Weight
Watchers meals. Sometimes they are
put on an end for a special promotion.
The brand was redesigned to give a much
stronger on pack presence whilst still
retaining the Man.
The criteria for meeting Healthy Eating
requirements were also made stricter, but
the scope of the Brand increased by
stretching brand imagery for healthier
products e.g. reduced fat rather than
half fat.
The strength
of the brand today
At the start of this case we said that
successful marketing involved identifying
and anticipating consumer requirements,
in order to satisfy these requirements and
to make a profit. In each of these areas the
Tesco Healthy Eating brand has been a
success. This case study has highlighted
ways in which Tesco have gone about
identifying, anticipating, and satisfying, as
well as delighting customers with their
product range.
Healthy Eating sales turnover in 1995/96
was 300 million on the 235 lines which
currently make up the range.
Tesco were the first retailer to
nutritionally label all their own-label
range of foods. They are now giving
consumers the Calories and Fat per
serving separately, to make it much easier
to choose lower fat foods.
Tesco has made sure that there is a wide
variety of products available, which, by
their very nature, are low in fats or high in
fibre. Products such as fruit and vegetables,
rice, pasta, fish, pulses and bread. These are
now labelled with a small healthy eating
logo which highlights one of the reasons
they are healthy.
Tesco has led the way in healthy eating
through developing healthy versions of
other foods - it is these products which
have the large healthy eating symbol on
their packs. These foods are made to very
strict criteria, which limits, in particular,
their fat content, but Tesco also control
the amount of sugars and sodium the
product can contain.
Healthy Eating products can be divided
into two groups:
1. The first group is of foods which provide
most of the fat in our diet, such as
spreads, cheeses and meat products. The
Healthy Eating versions have half the
fat and saturates of a similar food, with
the sugars and sodiumlimited.
2. The second group includes other foods
which, although not so important in
providing fat in the diet, can still be made
to healthier recipes. These are set out in
clear guidelines. If there is a similar
product, the Healthy Eating version
should have half the fat, otherwise it will
have less than 10%fat.
Satisfying consumer
requirements
In seeking to delight its customers, Tesco
have recognised that there are many
different groups of Healthy Eaters with
different needs and wants. They have
therefore, wherever possible, responded to a
segmented market by providing for the
needs of a variety of types of healthy
consumers from sports enthusiasts, to
fashion conscious models, while at the same
time serving the needs of pregnant women,
diabetics and individuals with food
allergies. For example, for diabetics, the
nutrition information panels on all Tesco
products show consumers where the fats
and sugars are in foods in order to help them
find high-fibre and low calorie products.
Wines and beers have alcohol units on them
to help consumers have a moderate intake.
Healthy Eating products are all reduced in
fat, sugar and salt where appropriate.
The Tesco Healthy Eating line therefore
provides us with an excellent business case
study in market consciousness and
responding to consumer requirements as
revealed through the antenna of market
research. Tesco have identified major
changes in lifestyles in the UK buying
public and come up with a range of tailored
Healthy Eating products specially
designed to meet individual requirements.
TESCO
Whilst every effort has been made to ensure accuracy of information, neither the publisher
nor the clients can be held responsible for errors of omission or commission.
1
The following chart shows the
results of surveys carried out on
behalf of Tesco in 1984, 1987 and
1991. Carry out your own survey of a
representative group of housewives to
produce your own up-to-date figures.
Use a graphics package to present your
findings in charts and tables. Describe
and explain your results.
2
Design a questionnaire including
eight questions to find out what
customers expect/want from the
Healthy Eating brand. Try out your
questionnaire on a sample of Tesco
customers. Present your results in a
report format using illustrations
based on computer graphics packages.
3
Visit a Tesco store to identify
the Healthy Eating products that
are on offer. How are these products
displayed. Comment on their location.
What improvements would you make
to the merchandising of the Healthy
Eating range?
4
Examine The Man. How effective
do you think this symbol is in
presenting the Healthy Eating concept.
Can you produce an alternative design
that would be equally as effective?
5
What do you see as being the main
ingredients of a balanced diet? Why
do you think there are different
perspectives on what constitutes a
balanced diet?
6
The Healthy Eating range is
designed to meet the needs of a
number of segments of the total
market. What specific segments can
you identify within the current
total market. Can you identify any
further gaps within this total market
that would be worth plugging?
7
Explain why, in relaunching its
Healthy Eating Initiative, Tesco
has chosen to go for a consistent
pricing structure, rather than charging
premium prices for these products?
8
Why do you think that Tesco
relaunched its Healthy Eating
Initiative in 1995? Why should this be
seen as part of a process of continuous
improvement?
9
The case study provides an
exemplary lists of products which fit
into the categories:
i. Those with inherently healthy
ingredients and products.
ii. Products which have been made
healthy.
iii. Products which have been made
healthier.
Explain the distinctions between
these three categories. What extra
products would you put into each of
these categories?
10
What lessons can other
business organisations learn
from the marketing focus that Tesco
has employed?
TASKS & ACTIVITIES
1984 1987 1991 Today
Very concerned 19 25 39 ?
Fairly concerned 54 54 49 ?
Not very concerned 16 15 7 ?
Not at all concerned 11 6 5 ?
How concerned are you about eating healthily? % of housewives