Healthy lifestyle products
Customers are looking for a healthy lifestyle, as it is one of the notable trends of recent times. There is also an increasing interest in personalized nutrition, natural high-quality products with an understandable composition and origin, organic and functional food, gluten-free and sugar-free.
X5 is trying to meet this customer need by constantly expanding the range of fresh, organic and farm products in its stores. So, at the Perekrestok, the category of proper nutrition becomes one of the priorities for development, in particular, due to its own trademark — "Green Line". In addition, corners for proper nutrition have appeared in the chain's stores - these are dedicated shelves with an assortment of products for a balanced diet. Pyaterochka has shelves with an assortment of products for healthy eating, where several hundred names of healthy products are presented, including the chain's own trademark, Taste&Benefit.
Foods for a balanced diet
Perekrestok has established its own list of products for a balanced diet, called the Nutritious Food Basket. It includes a set of products that provide an adult with the right amounts of calories, proteins, fats and carbohydrates on a daily basis. When assembling the Nutritious Food Basket, Perekrestok experts relied on the recommendations of the World Health Organisation and the Guidelines for physiological requirements for energy and nutrients for various population groups of Russia, which are published by the Russian consumer watchdog Rospotrebnadzor. The compliance of the food items that make up the Basket with good nutrition standards has been confirmed by the National Nutrition Research Centre.
Course on responsible consumption
Our Perekrestok supermarket format has supported Danone Russia’s initiative to launch an interactive online course on responsible consumption titled One Planet. One Health. The course is designed to help consumers take a more conscious approach to choosing, buying and consuming food products, maintaining more balanced nutrition and reducing the amount of waste they generate. The course was developed jointly with experts from the United Nations Institute for Training and Research.
In 2021, Perekrestok introduced a system of healthy lifestyle labels for suppliers. Now each supplier of the network can independently choose the category to which its products belong and enter the appropriate attribute in the product card: "vegan", "organic", "gluten-free", "pure composition", "low-calorie product", "rich in protein", "without added sugar", "farm product", "other healthy lifestyle" (including household chemicals). To confirm, you need to attach official documents (certificates, protocols, etc.) corresponding to this feature. This made it easier for employees to identify healthy lifestyle products and put them on separate shelves.
The route of healthy habits
Perekrestok now has a Route of Healthy Habits. The route uses special navigation inside the store, which helps customers choose products for healthy and balanced nutrition, and at the same time motivates them to engage in responsible consumption and rational use of resources.