As inflation in Great Britain reached 11.1pc in October, with food prices soaring even further – fuelled in particular by a significant rise in the cost of dairy products such as cheese and milk, as well as pasta, eggs and oils supermarket Tesco found it appropriate to have their customers looking at their reduced prices goods in a different way.
The third-largest retailer in the world measured by gross revenues and the ninth-largest in the world measured by revenues, the British multinational Tesco, headquartered in Welwyn Garden City, England, renamed the “Reduced to Clear” section of their supermarkets to make it more appealing to customers, as a growing number of shoppers look to discounted produce to cut costs.
The look of the chain’s “Reduced to Clear” areas were found to have put buyers off the same as we can find it here in Belgium when chains mark their goods with “Reduced in price due to out of range” or “Nearly out of date”.
When the supermarket indicates that a product has expired, hardly anyone wants such a product. But if a product is close to its expiry date, this does not mean that the product (with its shelf life) is bad then or even in the first few days after. The bottom line is that we should be much more careful with our food and not just throw it away when the so-called safety date has passed.
As we have seen the prices of gas, electricity, petrol, petroleum and food skyrocket in our parts in recent months, consumers have resolved to get their supplies as cheaply as possible.
Of those who tend to look out for marked down products when out grocery shopping, a lot of customers look for reduced prices. In Britain 71pc said it’s a cheaper option when they want to eat the food straight away, whereas 51pc seek out discounted foodstuffs to stock up the freezer.
Tesco’s rebranded “Reduced in Price” section aims to accommodate customers by offering cheaper alternatives. It will
“offer reassurance that these products are just as nice”
as the non-discounted ones, the retailer has said.
Tesco offers fresh produce such as salads, meat, bread and sweet treats which are close to their expiry date at a discount to get them off the shelves – which the company says also helps to reduce food waste.
Shoppers can also pick up marked-down end-of-season produce or discontinued grocery items.
Meat products were the most popular items in the “Reduced to Clear” section, followed by ready meals, vegetables and then desserts.