How Tesco Is Targeting Changing US Shopping Trends

We’ve mentioned Tesco’s Fresh&Easy US store launch several times before – but this article in the Independent gives us better insight into the UK retailer’s approach to the US:

But it now claims that, after years of careful and secretive research, it can offer US shoppers something they do not already have: “Whole Foods quality at Wal-Mart prices”, via local convenience stores.

Tesco is not trying to compete directly with the so-called “big box retailers”, such as Safeway, Wal-Mart, Costco and Target, which operate huge, largely out-of-town supermarkets. Instead, it aims to supply a growing number of shoppers who are eschewing the traditional American weekly drive to a hypermarket in favour of more frequent trips to a local store.

According to Merrill Lynch: “Over the years social change has fragmented the food-led shopping trip. More smaller and single-person households, older couples, dual-income families and so on, all mean that there are more US food shopping trips than, say, 20 years ago.”

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