Supermarkets still pushing unhealthy foods despite agreements
Despite numerous agreements, Dutch supermarkets still tempt customers to buy unhealthy food with specials and how the store is set up. Ekoplaza is doing the most to promote healthy eating, while Albert Heijn - the Netherlands’ largest supermarket - is doing the least, AD reports based on a study by Questionmark.
In 2018, supermarkets signed the National Prevention Agreement which states that supermarkets would “tempt consumers to buy more products that are in the Schijf van Vijf” - the government’s official information model on healthy eating. “A non-binding and vague agreement,” Questionmark director Charlotte Linnebank said.
Except for Albert Heijn, Dutch supermarkets have formulated their own objectives for achieving this agreement and pushing healthy food, but Linebank is generally negative about their efforts. Advertising brochures are often still full of unhealthy products, and most supermarkets have bright and unhealthy foods at eye level for children. “You can do completely healthy shopping at every supermarket, but some do more to actually make that happen.”
On the bright side, most supermarkets are now disclosing how many of the products they sell fall into the Schif van Vijf. At Lidl it is almost 37 percent, Dirk has 32 percent, and Aldi 28 percent. Plus did not report anything.
Jumbo and Albert Heijn only report on their private labels. Both report that 40 percent of their private label sales fall within the Schijf van Vijf. But that is a distorted picture, according to Linnebank. “Vegetables and fruit are only available from the private label, and the A-brands are often unhealthy products.”
Most supermarkets have also set targets for the share of healthy food. Aldi, for example, wants 40 percent of sales to be healthy by next year. Lidl is aiming for 38 percent. “But is that good news?” Linnebank asked. “If 40 percent is healthy, 60 percent is still unhealthy. According to the government guideline, a maximum of 15 percent of your daily food intake should be outside the Schijf van Vijf.”
Questionmark ranked the Dutch supermarkets on how much they’re doing to promote healthy eating. Ekoplaza is at the top of the list, partly because it has” the largest range of healthy products.” Lidl is in second place, partly for seriously working on reducing sugar and salt in their own brand. Dirk is in third, partly for no longer offering bulk discounts on unhealthy products and only offering fruit at the checkout instead of unhealthy snacks.
All the other supermarkets are “underachievers.” Albert Heijn is second to last on the list, with only Plus performing worse. According to Questionmark, Albert Heijn still uses bulk discounts on unhealthy food, such as buy six, pay for five on donuts and cola. “Nobody would buy six bottles of cola, maybe one or two. But because of that discount, you still buy and ultimately drink more than you intended,” Linnebank said.
On Monday, the RIVM warned that the proportion of overweight Dutch will increase significantly in the coming years. In 2022, half of Dutch were overweight. By 2050, that will increase to 64 percent, the public health institute projected. And an increase in weight problems goes hand in hand with significantly more chronic illnesses.
