Albert Heijn’s packaging-free initiative not yet a success

Albert Heijn is continuing its efforts to make the Albert Heijn packaging-free concept a success. This concept was launched for the first time in the spring of 2022 in three AH-XL stores, where customers were able to tap products such as muesli, pasta and nuts in reusable bags or jars. So far, however, customers have not made much use of this concept.

Therefore, Albert Heijn adapted and improved the concept, including smaller tap walls and sample bags. Despite these improvements, results are not optimal. It is also important that customers are well informed about the concept and that the concept is clearly visible in the store. While Albert Heijn continues to work on making AH packaging-free a success, competitor Lidl has also started a test with refilling stations for detergent and fabric softener. This test is ongoing, but Lidl is already seeing positive results, such as repeat purchases by refill users. Ekoplaza has also been successful with self-dispensing dry products in stores. Ekoplaza’s award-winning Wisselwaar concept, with a deposit on the packaging, is seen as an important step in the reduction of the use of plastic.

It is clear that the road to a packaging-free society is not easy and will take time and effort to change the behaviour of both consumers and businesses. Discussions on encouraging the reuse of packaging are also taking place between the government, supermarkets and manufacturers. It is important that supermarkets like Albert Heijn and Lidl continue to experiment and improve. This will ultimately lead to a successful system of reusable packaging.

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