Healthy Choice Becomes Focal Point: Government Redesigns Retail Landscape
Den Haag, maandag, 16 juni 2025.
State Secretary Karremans unveils a groundbreaking prevention strategy aimed at fundamentally reforming retail environments. The approach focuses on seven crucial living environments, with the central objective of making healthy food choices more attractive and accessible. Without patronising or coercive measures, the government wants to stimulate retailers to prominently position healthier products. Particularly noteworthy is the focus on environments such as supermarkets, schools, and daily recreation, where healthy alternatives are currently often overlooked. The strategy is pragmatically designed: measurable goals, flexible policy, and focused on what truly makes an impact. A promising approach that places consumer choice at the centre while simultaneously strengthening the infrastructure for healthier food selections.
Government Approach for Retail Environment
State Secretary Karremans presents a strategic approach that aims to transform retail environments by placing healthy food choices at the centre. The new prevention strategy specifically targets seven crucial living environments, including supermarkets, schools, and leisure locations [1]. The approach is deliberately non-patronising, focusing on creating an infrastructure that makes healthy choices more attractive [2].
Seven Strategic Environments
The strategy encompasses targeted interventions in seven developmental environments: home, school, workplace, supermarkets, online, healthcare, and daily recreation [1]. Specifically for supermarkets, Karremans wants to make concrete agreements about increasing the proportion of healthy products [3]. Moreover, municipalities will be given space to implement additional local measures around schools to facilitate healthier choices [2].
Pragmatic Measurability
A unique aspect of the strategy is the emphasis on concrete, measurable goals. Karremans stresses that this is a ‘living document’: pragmatic, flexible, and focused on what actually works [1]. The approach does not centrally mandate behaviour, but creates an environment that makes healthy choices more logical and appealing [2].