This investment marks an increase of over 5 million euros compared to the previous year. It will be implemented through weekly offers of up to a 40% discount on more than 200 references. Crucially, approximately 40% of these promotions will target fresh products, including meat, fish, fruits, and vegetables, which are vital components of a balanced diet.
“"At Dia, we have a firm commitment to our customers' savings, and we are very aware of the barriers many consumers face when accessing healthy food. That is why, year after year, we continue to increase our investment in promotions to support savings and ensure that eating better is a real option in the daily lives of families."
The focus on affordability is driven by findings from the II Radar SaluDiable report by Dia, which found that 73.1% of respondents consider the cost of healthy food to be the main difficulty in maintaining an balanced diet. Although over 90% of consumers are concerned about their nutrition, only 28% manage to maintain healthy habits consistently.
Over the past five years, the company has allocated nearly 700 million euros to promotions. This commitment is reinforced by the Club Dia loyalty program, which boasts nearly six million members and offers personalized discounts and exclusive benefits, potentially saving customers up to 25% on their annual grocery bill.
