UK Consumers Returning to Premium and Ethical Foods – Tesco Data

Stephanie Stewart said: “While it’s too early to say that we are seeing the green shoots of recovery from the recession rising demand for our ethical and premium food brands are offering optimistic signs."

10/07/09 British shoppers are starting to return to premium and ethical food ranges latest sales data from Tesco can reveal.

In one of the clearest signals yet that consumers are feeling more confident about their own household finances Tesco reports its Finest, organics and Fairtrade ranges are all returning to growth.

The news flies in the face of a survey earlier this week suggesting that consumers are continuing to shun the most upmarket ranges.

In order to boost sales of top line, organic and Fairtrade foods Tesco has had range reviews leading to better offers and subsequently increased sales.

The strategy has already shown positive signs with demand for:

• Fairtrade beer, wine and spirits in the last year rising by more than 50 per cent and Fairtrade produce up by 15 per cent
• Finest range foods in the convenience, and fish, meat and poultry categories – which make up 50 per cent of all Finest purchases - in the last year now back in growth with sales up 3 per cent in each category
• Organic produce up 52 per cent since November.

Tesco pillar brands senior marketing manager Stephanie Stewart said: “While it’s too early to say that we are seeing the green shoots of recovery from the recession rising demand for our ethical and premium food brands are offering optimistic signs."

“While much has been made of us introducing our successful Discounter range last year we have not taken our eye off our other brands and ethical ranges and through improved offers we are now starting to see sales rise again.

“One good example is our Finest meal deal for two which offers a main dish, a side dish, dessert and a bottle of wine for £9 which has done extremely well since being launched in November.”

Since the recession started Tesco has taken various measures to encourage sales especially for its Finest and organic ranges such as ‘buy one get any other free’ and similar offers.

Added Tesco’s Stephanie Stewart: “We continue to see sales growth within our Finest, Fairtrade and organic ranges through our policy of offering customers great value for money.

“We offer some great ongoing deals on Finest such as Finest yoghurts at 5 for £3 and Finest cooked meats at 2 for £4.

“We've recently promoted our Finest cheeses and featured a range of Finest trifles and sundaes for £1.”