GB: Tesco kickstarts Food Collection drive: Are shoppers keen to donate amid economic stresses?
Tesco has launched its annual Food Collection drive together with charity, FareShare, – which will run until 3 December 2022 – across its Express Stores, Superstores and Extras. Customers can choose between donating items at their local store, making a charity donation at the checkout or purchasing a pre-packaged bag of essentials. Last month, the supermarket had experimented with an activation that encouraged customers to pay for and donate items like tinned food, tea and toiletries.
How inclined are Tesco’s current customers towards making donations?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 40% of Tesco’s regulars and an equal number of Great Britain’s (GB) general population are likely to donate to a charity in the next three months.
However, in the last three months, 60% of the grocer’s customers have in fact not donated to any charity, and about 56% of the general population have not either. But among those who did, 17% of Tesco’s consumers and 18% of the general population donated between £11 and £50 in the last three months.
Over half of Tesco’s regulars may not have made donations in the last three months – but that is something at least 40% of Tesco’s current customers are likely to do differently in the near future. This may spell good news for any other donation drive or charity-centric initiatives Tesco may plan for the short term.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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