Multiply the sales value of own brand products promoting a sustainable lifestyle by 2025
Increase the share of own brand products promoting a sustainable lifestyle to 55% by 2025
Our progress in 2022
When buying food, 79% of Polish consumers consider quality, health and sustainability as well as price, so we have numerous opportunities to meet the needs of our customers. We use Nutri-Score labelling on all our ready-to-eat and ready-to-heat products, and 45% of our own-brand products are scored A or B on an A to E scale. In addition, the yellow versions of our leading Szamamm range of ready meals provide 2/5 of suggested daily intake of vegetables. Our S! shots use turmeric to aid digestion and relaxation, and from January 2023 we’ve been selling Wycisk juice, squeezed from Polish apples, with no preservatives or artificial colourants. We have also introduced new Foodini smoothies. These are 100% plant-based, no added sugar with carefully selected compositions of fruit and vegetables: refreshing green, velvety yellow and gazpacho. We have also removed artificial flavours from selected Szamamm products, and have introduced Tomcio Paluch sandwiches made with protein bread. Our Żabka Café concept, meanwhile, is selling hot dogs made with turkey meat and no preservatives.
In our focus on education, we supported the National Nutrition Test of Poles, alongside the online Medonet platform. This encouraged people to fill in a nutrition questionnaire in exchange for a Healthy Plate analysis and personalised nutrition experts’ recommendations. This work revealed a large gap between what experts recommended and what people actually eat.
In 2020, we made a commitment to double the sales value of our own brand products promoting a sustainable lifestyle by 2025. Thanks to actions taken, such as our reformulation programme, promoting a plant-based diet, eliminating palm oil from own brand products and requiring RSPO-certified branded products, we managed to achieve this goal two years ahead of the planned timeline. Therefore, in 2022 we redefined our approach to good nutrition, and we identified four aspects we want to focus on in the years ahead. These involved promoting products achieving Nutri- Score A, B or C ratings, and that were clean-label, plant-based or with nutrition and health claims in line with the EU legislation.
1.1 Good nutrition
Nutri-Score labelling system
One of the positive consumer trends on the market is the growing popularity of non-alcoholic beverages, with the low and non-alcoholic beer segment growing by 128 million PLN last year to 1.3 billion PLN.
This is a result of the increasing focus on leading a healthy lifestyle, the desire to avoid long-term health consequences and the changing preferences towards drinking alcohol of consumers in the millennial and generation Z segments. This trend is also reflected among Żabka consumers – we noticed a significant increase in the value of sales of non-alcoholic beer compared to the previous year. For a growing group of consumers who appreciate the taste of the product itself rather than the amount of alcohol it contains, we have prepared a special offer in our ‘0% Zone’, marked with blue labels to be easily found onshelf or in cooling cabinets. We offer not only 0% beers such as lager, flavoured or speciality, but also wines and gin. This includes a unique product offer dedicated to our customers, which is solely distributed in Żabka stores.
1.1 Good nutrition
Einer der positiven Verbrauchertrends ist die wachsende Beliebtheit von alkoholfreien Getränken. Im Jahr 2022 ist der Umsatz in diesem Segment um 128 Millionen PLN auf 1,3 Milliarden PLN gestiegen.
Dieser Wandel resultiert aus dem wachsenden Bewusstsein für die Notwendigkeit eines gesunden Lebensstils, dem Wunsch, langfristige gesundheitliche Beeinträchtigungen zu vermeiden, und den veränderten Vorlieben der sog. Millennials und Vertreter der Generation Z in Bezug auf den Alkoholkonsum. Dieser Trend zeigt sich auch bei den Kunden von Żabka – wir haben einen deutlichen Anstieg des Absatzes von alkoholfreiem Bier im Vergleich zum Vorjahr festgestellt. Mit Blick auf die wachsende Gruppe von Verbrauchern, die den Geschmack des Getränks selbst höher einschätzen als die darin enthaltene Alkoholmenge, haben wir ein spezielles Angebot an Produkten der “0%-Zone” vorbereitet, die mit blauen Etiketten gekennzeichnet sind, damit sie im Regal oder im Kühlregal leichter gefunden werden können. Wir bieten nicht nur alkoholfreie untergärige Biere, aromatisierte Biere oder Bierspezialitäten an, sondern auch 0-prozentige Weine und Gin. Das Angebot umfasst einzigartige Produkte, die ausschließlich in Żabka-Geschäften verkauft werden.
Our Policies in this area
Sustainable Palm Oil Policy
The Company’s ambition is to create conditions that would allow everyone to lead a sustainable life in harmony with the planet every day. We emphasize our environmental and social responsibility. One of our responsibilities is to shape the range of products offered to our customers. We know that the threat to existence of tropical rainforests has negative effects on both nature and people. That is why it is so important for us that new oil palm plantations are not created through deforestation of rainforests, so that they are not cultivated on peatlands or other soils with a high organic carbon content. It is also important to maintain biodiversity in endangered regions. We are well aware of the importance of sustainable development, hence our efforts to reduce the use of palm oil in food products by phasing it out where possible and replacing the uncertified palm oil used in our products with certified oil.