Ahold Delhaize: how to design healthier choices that work

Ahold Delhaize recommendations are based on a consumer survey conducted by GlobeScan with 8,034 responses of customers across 48 food retailers from 8 countries in North America and Europe. To reach full potential of dairy shopping of fresh produce based on healthy choices, it requires collaboration and stronger system-level alignment. Together, they offer a path to healthier food systems that are both scalable and commercially sustainable. Food retailers are well-placed to influence these levers, having the direct connection to shoppers at the moment of choice.

Impact of health-focused changes on shopping frequency

The interventions most likely to drive shopper engagement fall into three categories: making healthier choices more affordable, making them easier to find and making these choices more relevant to individual needs. Healthier options not only improve shopping intentions, they are also among the strongest drivers of shoppers’ satisfaction with their preferred retail brand. These rank ahead of several retail attributes that traditionally attract significant attention, such as location, ease of finding items in store and variety of treats and snacks.7 This reinforces the potential commercial value of delivering healthier choices. Over the next sections we explore what that looks like in practice.

Multiple collaborative actions also needed

However, they also need to combine multiple action with manufacturer’s, policy makers, health experts, farmers, civil society and consumers. Manufacturer’s collaboration is needed for a consistent out-of-store messaging, in-store activation and assortment development. A continuous support of policy markers shall help the creation of an enabling regulatory environment for all. Health experts also shall provide insights on medical and scientific advances, offering clear, credible and consistent information. Farmer’s cooperation is essential to growth the most nutritious products with more economies of scale. Civil society shall show shoppers and families how to engage for a change of larger-scale systems. Pictures: Ahold

For more recomendations on how to drive consumer changes, you can click here.