Tesco enlists weather experts

Tesco has enlisted its own team of weathermen to make sure it stocks the right products throughout the changeable British seasons.

Shoppers in rain

The supermarket hopes its own forecasters will better enable it to match supply with demand and avoid hundreds of thousands of pounds in food wastage.

Data experts have studied shopping habits and weather patterns across 12 regions for three years, to discover how sales change for every degree of temperature and hour of sunshine.

The system enables Tesco to tailor distribution so that the right kinds of foods go to store locations depending on the weather conditions.

The weather system has shown that a 10 degree rise in temperature can send sales of barbeque meat soaring 300% while a drop in temperature boosts sales of foods such as soup and broccoli.

This summer has been a perfect example of weather swinging between summer temperatures one day and winter the next. The system has already been trialled and predicted low temperatures in July, which increased demand for soup, winter vegetables, and puddings.

Tesco spokesman Jonathan Church says: “In the past it would have taken some time to bring in winter food from our suppliers and get them on our shelves. Now with our weather predictor we can make sure we have the right food on our shelves and cut down on wastage.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here