Company announces huge increase in price promotion budget for 2026 as it tries to help consumers afford a better diet
Spanish retailer Dia says it will spend €180mn this year to fund promotions on a range of products, with a special focus on fresh fruit and vegetables.
That’s a massive increase on last year’s promotional budget of €5mn, and underlines the importance it sees in providing customers with affordable fresh produce.
The investment, it said, will translate into weekly offers of up to 40 per cent off on more than 200 products, and around 40 per cent of those will be fruit and veg.
“We are very aware of the barriers many consumers face when trying to access healthy food,” said Inés Vilchez, director of operations, supply chain, and logistics at Dia Spain.
“With these initiatives, we want to make shopping affordable and ensure that fresh products like meat, fish, fruit, and vegetables are within reach of every household.”
According to a recent survey conducted by the retailer, more than 90 per cent of consumers acknowledge being “very concerned” about their diet and well-being.
However, the report found that only 28 per cent claim to be able to maintain healthy habits consistently.
The main obstacle appears to be price: 73.1 per cent of those surveyed consider the cost of healthy food to be the main difficulty in following a balanced diet, while 64 per cent perceive a diet based on fresh foods as more expensive, the group found.
