Supermar­kets continue to promote unhealthy behaviour

Supermarkets still encourage consumers to make unhealthy food choices, despite agreements made in the National Prevention Agreement. This is evident from the latest findings of the Superlijst Gezondheid, a study conducted by Questionmark in collaboration with health organisations such as the Diabetes Fonds and the Hartstichting. The results paint a concerning picture: the promised shift towards healthier options remains largely unrealised.

Unhealthy products and temptations dominate

Although 70% of the food we consume comes from supermarkets, only 43% of their 2024 assortment falls within the guidelines of the Schijf van Vijf. This represents a minimal increase of just 3% compared to 2020. Meanwhile, 83% of promotions are still focused on unhealthy products. Soft drinks and snacks are heavily promoted, often with bulk discounts. Marketing aimed at children also remains widespread, which experts argue has a harmful impact on the eating habits of younger generations.

Concrete goals, but little visible progress

In 2018, supermarkets pledged to encourage healthier eating, but in practice, little has changed. For the first time, many supermarket chains have now set specific targets to increase the share of Schijf van Vijf products in their assortment. Lidl and Dirk have shown notable progress, outperforming market leaders Albert Heijn and Jumbo. Ekoplaza currently tops the rankings. However, Questionmark director Charlotte Linnebank warns that there is little reason for optimism: “The ambition is there, but unhealthy products still dominate both the assortment and the promotions.”

Call for regulatory measures

The health organisations involved argue that self-regulation is not enough. “The government must introduce uniform rules requiring supermarkets to make healthier choices the norm,” says Diena Halbertsma on behalf of the Gezonde Generatie programme. Without strict regulation, supermarkets will continue to prioritise profit over public health, according to the researchers.

Thequestionmark.org