Consumer health is a growing concern among our customers and governments, but most prevalent in the U.S. and northwestern Europe. We see it as a major issue that will dominate the global food industry for the decade to come.
A global concern
The food industry worldwide and its main stakeholders (manufacturers, retailers, government authorities, scientists, and consumer organizations) agree that obesity and overweight are growing problems across the globe. There is a consensus that the solution to this problem includes informing and advising people about the need for physical activity and healthy diets. The industry and its stakeholders agree that a multi-stakeholder, cooperative approach to this problem must be taken. There is not yet a global consensus on how to implement changes. Currently the issue of consumer health holds the highest priority in our U.S. and northwestern European companies.
Our approach
We want to be a leader in this area, or even have a genuine impact on the overweight/obesity issue going forward. We believe promoting the health and well-being of our customers falls within our responsibility as a food retailer and makes commercial sense. Therefore, our companies started to address this issue in a focused way several years ago.
Ahold companies are full service food retailers, meaning that they offer the complete range of products for a healthy lifestyle. Most of our companies now have mission and vision statements on health and well-being and are well-positioned individually to contribute to and capitalize on developments in this area.
Ahold's ambition is to offer its customers scientifically solid and socially sound products. To this end we cooperate with universities like Harvard and Wageningen Universityand organizations like the Voedingscentrumin the Netherlands and the Nordic Nutrition Board.
Moving towards an integrated approach
At this time, we are moving towards a better-coordinated approach, working together among our arenas on corporate brand development and other ways to address customer needs in this area. An integrated approach is required to effectively turn this into a competitive advantage, thus making it truly sustainable.
Making it easier for customers to eat healthy foods
Our operating companies have promoted consumer health over the last decades by offering science-based information and education and developing health icons on products and introducing innovative healthy products, such as convenient, ready-to-eat salads, fruits and meals.
In some cases, we also remove unhealthy substances from conventional products. For example, Albert Heijn, ICA and Ahold Central Europe have worked to remove transfat, sugar and/or salt content in private label products. Albert Heijn is also reviewing all information on the labels of its private label products with regards to allergens, calories, transfats.
Where relevant and where packaging allows, a gender calorie table and health related standard icons for gluten-free or milk-free products are included in order to help consumers make healthier choices.
You can find out more about how our companies educate customers on making healthy choices through the following case studies: