Belgian retail leader Colruyt has expanded its Eco-score label with a savings programme. The ecolabel, launched in 2021, provides insight into the environmental impact of products.
At PLMA’s Private Label Packaging Conference in January, Greet De Feyter, head of product sustainability, and Ilka Lannau, head of division private label of Colruyt Group, explained how the company stimulates consumers to consciously consume more sustainably with the help of the Eco-score on the packaging and the associated savings programme.
According to the retailer, consumers increasingly attach importance to transparency and sustainable products. Research shows that 90% of consumers consider transparency of brands important in their purchasing decisions. In addition, 75% of consumers would be willing to switch to brands that offer more than just product and nutritional information. 50% of consumers also plan to buy healthy, local or environmentally friendly products more often.
“The Eco-score helps customers make sustainable choices at a glance,” said De Feyter. The system classifies products on a scale from A (green, low environmental impact) to E (red, high environmental impact). “By making this label visible on packaging and in digital channels, we offer consumers the opportunity to make informed decisions about their purchases.”
To actively reward consumers for making sustainable choices, Colruyt linked a savings programme to the Eco-score. “When customers buy a product with an Eco-score A or B, they earn points in the retailers Xtra app. They can exchange these points to, for example, plant a tree, support a social project or receive a free sustainable product,” explains De Feyter. “The idea is to make sustainable consumption not only easier, but also more attractive.”
The savings programme seems effective: in one year, Colruyt Group hopes to collect 12 million points for sustainable projects. In the meantime, 50,000 trees have been planted, and more and more social and environmental initiatives are being supported.