We want to enable consumers to make informed purchasing decisions. That‘s why we use every opportunity to integrate sustainable consumption into their everyday lives with credibility, transparency, and a target group-specific approach.
We are constantly expanding our more sustainable product range – see also focus topic Organic and Regionalism.
In 2023, we have sensitised consumers to the issue of climate-relevant peatlands. With every purchase of REWE Beste Wahl (best choice) and REWE Bio (organic) products, the NABU Climate Fund grows, which REWE uses to support the rewetting of peatlands in Germany (see Climate Protection focus topic). We also communicate continuously on sustainability, for example in campaigns such as “#Umdenkbar“ at REWE or “Good Food“ at BILLA in Austria. During the “Wahre Kosten“ (true costs) campaign week at PENNY, selected products were labelled with the environmental impact costs calculated by the Technical University of Nuremberg and the University of Greifswald.
The focus of toom Baumarkt DIY store‘s autumn 2023 campaign “Mach was Neues draus“ (Make something new out of it) was upcycling.
We promote a more balanced diet by constantly reducing the salt, sugar, and fat content in relevant private label recipes, among other things. This also applies to the REWE Group in Austria.
We reduce food waste, for example through preventative measures such as forecasting systems, products such as Naturgut Bio-Helden (fruit and vegetables with minor blemishes) or by giving food that is no longer saleable but still edible to partners such as food banks or the foodsharing organisation free of charge.
With “Bewusst reisen“ (Conscious Travel), the DERTOUR Group has created an online theme world plus magalogue in which all hotels are certified by the recognised sustainability standard GSTC.
Study
Together with GFK Consumer Panel Services and the Foundation Deutscher Nachhaltigkeitspreis (German Sustainability Award), we published the study “Sustainable consumption in times of multiple crises”. From 2018 to 2023, there is a long-term trend towards more sustainable products across all generations. The forecast: relevance and demand will continue to increase, driven by the younger generations.
With our commitment – also together with partners – we are driving the transformation in society.
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In the area of more sustainable product ranges, REWE in Germany now offers over 1,400 purely plant-based products.
The more sustainable BILLA PLUS product range was rated the best by the Greenpeace market check in 2023. Accordingly, the newly named supermarket of the year, offers the largest animal welfare and plant-based product range in Austria in its stores.
We have managed to introduce the Nutri-Score for all private label products subject to labelling requirements in Germany1 – for better consumer orientation and more conscious nutrition.
We rigorously reduce food waste: In our 2,150 PENNY and 3,800 REWE stores an annual average of 98 per cent of the food is sold. REWE and PENNY have been donating food that can no longer be sold but consumed without hesitation to more than 970 local food bank initiatives throughout Germany since 1996 respectively 2007. Both sales lines also work together with the foodsharing organisation.
BILLA and BILLA PLUS in Austria support neighbouring social supermarkets (price-friendly products for people on low incomes) and charitable cooperation partners with food donations.
At the DERTOUR Group, after successful savings of nine per cent in food quantities through changes to the buffet (menu, production processes, etc.), no further reduction was possible in 2022. Plate meals were therefore tested in 2023. However, the pilot was unsuccessful due to demand.
No more paper leaflets
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In Summer 2023, REWE was the first food retailer in Germany to discontinue its leaflet advertising. This saves more than 73,000 tonnes of paper, 70,000 tonnes of CO2 and 380 million kWh of energy. Since then, we have been communicating on digital channels such as the REWE app.
