Migros offers healthy food and provides comprehensive information about ingredients and a balanced diet. It promotes an active lifestyle with fitness parks, courses and sponsorship measures. The Health and Leisure strategy was introduced in May 2013. With this initiative, the company aims to enhance its leading position in the health and leisure market, especially in the sectors of fitness, spas, prevention, medical services and golf.

Committed to a better diet

In the reporting year, Migros decided to create recipe standards for various food categories, with the aim of making them healthier and more nutritious. The standards focus on sugar, salt, fat, protein and fibre. Each recipe standard stipulates target values, tolerance ranges, exceptions and required action within each product category. In addition to a balanced diet, Migros also encourages people to eat fresh, sustainably produced food.

Because many customers have lost their sense of connection with food, Migros launched a range of activities under the motto of «appreciating food». For example, the Migros Cooperative Aare, in collaboration with IP-Suisse farmers, held a touring exhibition for the TerraSuisse label in larger branches. Tasting sessions and events were held in other Cooperatives.

Délifit range expanding

Migros is continuously expanding its range of balanced Délifit products in the take-away and catering area. Since 2013, wraps, sandwiches and salads, as well as sweet and savoury meals, have been available in trays. Where possible, Délifit products are prepared with seasonal ingredients, little fat and no additives or preservatives. The main ingredients for the sandwich bread originated from Switzerland.

Between 2011 and 2013, Migros increased its sales from Délifit products by 2%. However, it was unable to fulfil its promise of increasing the proportion of Délifit products in the restaurants and take-aways to 20% by the end of 2013. On the one hand, this was due to regional differences: the offered quantities and the presentation of the products vary greatly between locations. On the other hand, it is expected to take a while for eating habits to change. In the coming year, Migros will continue to introduce new Délifit products and optimise the existing ones.

Bigger range for allergy sufferers

Under the aha! label, Migros offers products for people who suffer from allergies or intolerances. Around 80 products from the areas of food and cosmetics now carry the aha! quality label. Demand for gluten- and lactose-free products, in particular, has risen significantly over the past years. Since April 2013, all salad dressings in Migros restaurants and take-aways have been produced without ingredients that contain gluten or lactose. Migros is thereby meeting the needs of its customers and leading by example in the area of catering.

Active commitment to more exercise

Migros promotes an active lifestyle with lots of exercise and supports more than 30 running events as the main sponsor. In 2013 it gave 200'000 runners the chance to take part in a run. It aims to increase this figure to 800'000 by the end of 2015. Migros operates 66 gyms, spas and aquaparks, twelve Medbase health centres and six Golfparks. Migros aims to enhance its leading position in the sectors of fitness, medical services and golf over the coming years.