Dia strengthens its strategy to support the purchasing power of families and access to a balanced diet, announcing an investment of 180 million euros in promotions, up more than 5 million compared to the previous year.
The initiative will result in Weekly discounts up to 40% on over 200 items, with particular attention to fresh products, which will represent approximately 40% of the offerings. Meat, fish, fruit, vegetables, and refrigerated foods will be the focus of a promotional policy designed to make key foods for a healthy diet more accessible.
The strategy fits into the program Comer mejor cada día This responds to the findings of Dia's SaluDiable Radar II: over 90% of consumers say they pay close attention to their diet, but only 28% are able to consistently maintain healthy habits. Price remains the main barrier, with 73,1% citing the cost of healthy foods as the main obstacle.
Over the last five years Dia has allocated approximately 700 million euros for promotions, consolidating a model oriented towards structural savings. A central role is played by the Dia brand products, which allow you to reduce annual spending by up to 25%, while maintaining an offering that combines own-brand and industrial brands.
The contribution of was also fundamental Club Day, the loyalty program with approximately six million members, which offers personalized discounts and exclusive benefits capable of generating annual savings of up to 25% on spending and up to 500 € thanks to partnerships with leading companies.
