Sainsbury’s is to phase out multi-buy promotions across its grocery business in favour of lower regular prices in an attempt to cut down on household food waste.
Since March 2015, Sainsbury’s has removed more than 50 per cent of multi-buy promotions from its grocery business in favour of lower regular prices, which the supermarket claims ‘customers have responded well to’. Core categories that have already been replaced include dairy, canned and packaged goods, meat, fish and poultry.
Sainsbury’s is committing to extend this range to soft drinks, confectionery, biscuits and crisps to help customers make healthier choices.
According to a customer poll led by Sainsbury’s in March 2015, multi-buys are out-of-step with today’s shopping habits – shoppers can feel they are spending more than they need to and are purchasing more than they will consume or have storage for.
Multi-buys ‘create logistical challenges in terms of storage and waste’
Sainsbury’s Marketing Director Sarah Warby said: “Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards a more single item purchasing.
“Customers…have told us that multi-buy promotions don’t meet their shopping needs today…and create logistical challenges at home in terms of storage and waste.”
The retailer’s Food Commercial Director Paul Mills-Hicks added: “Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time.
“We are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items... Since we started simplifying our pricing approach we’ve seen a much greater variety of products in our customers’ baskets.”
Food waste gap
A recent YouGov poll commissioned by Sainsbury’s revealed a ‘food waste gap’ in public opinion on how much food is actually wasted. The survey found that 81 per cent of British families believe that they waste less than £30 worth of food a month, when in fact the average household throws away an estimated 44 meals per month, worth £58.30.
As part of its ‘Waste Less, Save More’ programme, the supermarket has chosen the Derbyshire town of Swadlincote to trial food waste initiatives. The town has received a £1 million investment, which will be used testing ideas and technology that aim to reduce food waste in the town by 50 per cent.
Find out more about Sainsbury’s Waste Less, Save More initiative.
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