Netherlands: activating health and wellness in-store

Date : 30 January 2018

With January a time where many shoppers are considering New Year's resolutions, we've been in the Netherlands, exploring how leading retailers are executing health and wellness in-store.

1. Albert Heijn activates new year Kickstart 10-day challenge…

Citing research that 6.5 million Dutch people want to eat healthier, market leader Albert Heijn started 2018 with its Kickstart 10-day challenge, which ran from 15th – 24th January. The initiative was developed in partnership with Schijf van Vijf and included a programme of breakfast, lunch and dinner recipes. Vegetarian options were also available.


Source: IGD Research, Albert Heijn

 ...As it promotes ‘a healthy new year’

Other marketing at Albert Heijn centred on wishing shoppers ‘a healthy new year’, promoting this message on fresh fruit and other products.


Source: IGD Research, Albert Heijn

...And encourages people to eat more vegetables

The retailer is also helping nudge people to eat more vegetables by highlighting the vegetable content of select food-to-go products at the shelf edge and more widely.


Source: IGD Research, Albert Heijn

2. Jumbo promotes ‘Jumbo Skating Days’

Elsewhere in the market, Jumbo is encouraging ‘customers not only to eat healthier, but also to exercise more’. As such, it has partnered with the Olympic Stadium in Amsterdam, introducing ‘Jumbo Skating Days’ on 17th, 18th and 27th February 2018.

These days have seen a programme designed for the whole family. For instance, children can play ice hockey and compete in an ‘icebike’ challenge, was well as ‘work on their skating technique with an instructor’.  Visitors can also partake in ice skiing or curling.

Jumbo is running a linked promotion where if shoppers spend €15 on groceries or purchase 2 Campina products., they can receive a free ticket to attend one of the 'Jumbo Skating Days', with 20,000 tickets available.


Source: IGD Research, Jumbo

Competitor Albert Heijn has also launched its own 'AH Skacting Action' campaign, encouraging Dutch people to try different types of skating. As part of this, the retailer is running a linked promotion, where when shoppers buy participating products they can receive a promotional code. This can be redeemed for a free skating lesson or other activity at dozens of sports clubs in the country.

… As Jumbo inspires shoppers to eat more vegetables

 Jumbo is also using in-store marketing to inspire shoppers to eat more fruit and vegetables, offering recipe ideas for breakfast, lunch and dinner.


Source: IGD Research, Jumbo

3. Lidl executes collectable toy promotion

Meanwhile, Lidl is running a collectable 'Vitamini' promotion, where shoppers can collect a stamp for every €10 spent in-store. Once shoppers receive 15 stamps, they can redeem this for a free Vitamini toy, with eight different toys available to collect. In-store, Lidl brings this to life through dedicated marketing, promoting a linked app and offering free fruit for children.


Source: IGD Research, Lidl

Lidl has previously run a similar campaign in other European markets, as have other European retailers including Delhaize in Belgium. 

Want to know more about how retailers and suppliers are helping shoppers keep their New Year's resolutions around health and wellness? IGD Retail Analysis subscribers can access this exclusive 'Healthy living' report.