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SUSTAINABLE PACKAGING FROM THE RETAIL PERSPECTIVE Shopperbag summit / 19.04.2018 / Tanja Dietrich-Hübner
AGENDA 1 Introduction REWE International AG 2 Good reasons for sustainability 3 Motivation to drive more sustainable packaging 4 Best practices Ja! Natürlich und bi good 5 Best practice shopping bags Shopperbag Summit 2018 2
REWE INTERNATIONAL AG – PART OF REWE GROUP As one of Europe's leading retail and tourism groups, REWE Group is a constant companion in its customers' lives – when they purchase and order food, plan their next holiday and meet their DIY and garden needs. REWE Group: At home in retail and tourism In Austria the REWE Group consists of the super- and consumer markets of BILLA, MERKUR, the discounter PENNY and the drugstores of BIPA. In Germany, the company is represented with REWE supermarkets, nahkauf markets, the discounter PENNY and toom DIY stores. The DER Touristik Group is one of the leading tourism groups in Europe. It relies on brand diversity, fulfillment of individual customer wishes and advances the company's own digitization strategy. Shopperbag Summit 2018 3
REWE GROUP: SUCCESSFUL IN GERMANY AND EUROPE
REWE Group in figures:
54bn. Euro
330.000 15.000
TOTAL EXTERNAL REVENUE 2016 EMPLOYEES 2016 STORES 2016
Shopperbag Summit 2018 4
REWE GROUP LOCATED IN 20 COUNTRIES BELGIUM KONING AAP, PRIJSVRIJ.NL · BULGARIA BILLA · DENMARK APOLLO · GERMANY REWE, REWE To Go, REWE Ihr Kaufpark, nahkauf, toom Getränkemarkt, akzenta, PENNY, TEMMA, Oh Angie!, Glockenbrot, Brandenburg, sky, toom, B1, Gartenliebe, DER, DER BUSINESS TRAVEL, DERPART, DERTOUR, JAHN REISEN, ITS, MEIER’S WELTREISEN, ADAC REISEN, TRAVELIX, LTI HOTELS, CLUB CALIMERA, COOEE, REWE digital, ZooRoyal, FÜR SIE, REWE Systems, EHA, commercetools, Kölner Weinkeller, Weinfreunde · FINLAND APOLLO · GREAT BRITAIN KUONI · ITALY PENNY · CROATIA BIPA · NETHERLANDS KONING AAP, PRIJSVRIJ.NL · NORWAY APOLLO · AUSTRIA BILLA, MERKUR, PENNY, BIPA, ADEG, DERTOUR, JAHN REISEN, MEIER’S WELTREISEN, ADAC REISEN, ITS BILLA REISEN · POLAND DERTOUR, JAHN REISEN, MEIER’S WELTREISEN, ITS BILLA REISEN, EXIM HOLDING · ROMANIA PENNY · RUSSIA BILLA · SWEDEN APOLLO · SWITZERLAND KUONI, HELVETIC TOURS, ITS COOP TRAVEL · SLOVAKIA BILLA, DERTOUR, JAHN REISEN, MEIER’S WELTREISEN, ITS BILLA REISEN, EXIM HOLDING · CZECH REPUBLIC BILLA, PENNY, DERTOUR, JAHN REISEN, MEIER’S WELTREISEN, ITS BILLA REISEN, EXIM HOLDING · UKRAINE BILLA · HUNGARY PENNY, DERTOUR, JAHN REISEN, MEIER’S WELTREISEN, ITS BILLA REISEN, EXIM HOLDING Shopperbag Summit 2018 5
REWE GROUP AT A GLANCE RETAIL GERMANY RETAIL INTERNATIONAL SPECIALTY MARKET TOURISM OTHER Shopperbag Summit 2018 6
RETAIL COMPANIES OF REWE INTERNATIONAL AG REWE International AG operates around 2,500 stores through the retail brands BILLA, MERKUR, PENNY, BIPA and ADEG. It is market leader in Austrian food retail, and – with around 42,000 employees – one of Austria's biggest employers. From its headquarters in Wiener Neudorf, REWE International AG not only manages its Austrian business, but also the international food retail affairs of REWE Group. Via supermarket retail brand BILLA the company is represented in Bulgaria, Croatia, Czech Republic, Russia, Slovakia, and Ukraine. Via discount retail brand PENNY it is represented in Czech Republic, Hungary, Italy and Romania and with the drugstore retail brand BIPA located in Croatia. Shopperbag Summit 2018 7
OUR BRANDS Shopperbag Summit 2018 8
OUR BRANDS Shopperbag Summit 2018 9
INTERNATIONAL BUSINESS OF REWE INTERNATIONAL AG Stores in: Bulgaria Croatia Russia Slovakia Czech Republic Ukraine Hungary Italy Romania Shopperbag Summit 2018 10
AGENDA 1 Introduction REWE International AG 2 Good reasons for sustainability 3 Motivation to drive more sustainable packaging 4 Best practices Ja! Natürlich und bi good 5 Best practice shopping bags Shopperbag Summit 2018 11
Copyright © 2014 Accenture Shopperbag Summit 2018 12
Copyright © 2014 Accenture Shopperbag Summit 2018 13
REASONS FOR A SUSTAINABILITY STRATEGY Part of REWE Group strategy Differentiation of the BILLA-brand through transparency and authenticity Increasing requirement for an ethically correct purchase Saving costs (energy efficiency, recycling of raw materials) Reducing risk in the supply chain Increasing quality of customer relations and trust Strengthening good reputation Motivating employees & creating loyality Driving innovation Creating new products and developing new markets 86 % of consumers are more likely to trust a company that reports it’s CSR results Investors are preferring sustainable companies due to lower risks Shopperbag Summit 2018 14
STRATEGIC FRAMEWORK
Green Products Energy, Climate and Employees Social Engagement
Environment
• Fairness • Increasing energy • Fair working conditions • Support of NGOs
efficiency • Employee development
• Conservation of resources • Promotion of education
• Reduction of climate • Health management and and development of
• Animal welfare relevant emissions occupational safety children and adolescents
• Balanced nutrition • Conservation of resources • HR-policy oriented to life • Consumer information
phases and education
• Diversity and equal • Reduction of food waste
opportunity
Shopperbag Summit 2018 2AGENDA 1 Introduction REWE International AG 2 Good reasons for sustainability 3 Motivation to drive more sustainable packaging 4 Best practices Ja! Natürlich und bi good 5 Best practice shopping bags Shopperbag Summit 2018 16
WHAT DO CONSUMERS EXPECT FROM RETAILERS 2016
heimische/regionale Produkte anbieten 46
umweltverträgliche Verpackung 18
biologische Erzeugung 15 „Effiziente Verpackung, keine
Plastikverpackung“
geringe Transportwege 11
„Auf recycelbare Verpackungen
nur/mehr nachhaltige Produkte anbieten 11 achten“
Personalpolitik 10 „Bei Verpackungen sparen“
„Keine Plastiksackerln“
abgelaufene Ware billiger hergeben 9
„Sparsame, ökologische
Materiality matrix 2016
Nachhaltigkeit deklarieren 9 Verpackung“
faire Preise für Produzenten 8
Umgang mit der Umwelt 8
saisonale Produkte 8
auf Produktionsbedingungen achten 7
Fair Trade Produkte 7
faire Löhne 6
Vermeidung von Plastik 6
Informieren der Kunden 5
gute Preise für den Kunden 5
tiergerechte Haltung 4
Müllvermeidung 4
CSR Monitor 2016 : Basis: Total (n=1500), Angaben in %
Shopperbag Summit 2018 17PEOPLE ARE MORE INTERESTED IN SUSTAINABLE PRODUCTS THAN 5 YEARS AGO
I try to buy sustainble products but
sometimes it´s too hard
I am buying sustainable products on
purpose because I like the product
I mainly buy sustainable products
I‘m definotely not interested
I don´t know
Shopperbag Summit 2018 18THE INTEREST OF CONSUMERS IN SUSTAINABILITY IS DIFFERENT Shopperbag Summit 2018 19
PACKAGING IS IN THE FOCUS OF CONSUMERS Packaging as a solution to increase sales address environmental problems reduce food waste For many consumers the best solution is no packaging!? Shopperbag Summit 2018 20
Shopperbag Summit 2018 21
WHY SUSTAINABLE PACKAGING?
• Customers want less packaging
• Customers want alternatives
• Plastics has a negative impact on the environment
• EU targets to reduce plastic waste
Shopperbag Summit 2018 22AGENDA 1 Introduction REWE International AG 2 Good reasons for sustainability 3 Motivation to drive more sustainable packaging 4 Best practices Ja! Natürlich und bi good 5 Best practice shopping bags Shopperbag Summit 2018 23
GREEN PACKAGING IS AN INTERNATIONAL TREND Shopperbag Summit 2018 24
BEST PRACTICE: JA! NATÜRLICH Austria‘s biggest organic brand since 1994 2014 turnover of 355 Mio. Euro + 4,4 % Strategy: Bigger growth of organic assortment compared to conventional products. Green Packaging: Since 2011 more than 360 t of plastic saved Packaging materials: different kind of papers (e.g. graspaper), thistles oil, cotton, cork Shopperbag Summit 2018 25
JA NATÜRLICH! `BIO IN HÜLLE UND FÜLLE´ Requirements for JA NATÜRLICH! products Renewable resources Biodegradable and compostable alternatives 100% gmo-free materials No violations of human rights Certified standards Usage of renewable energy Efficient logistics Reducing printing colours No food for packaging (e.g. corn) Shopperbag Summit 2018 26
JA NATÜRLICH! NATURAL GRASPAPER Raw material : 40% Gras, 60% FSC-certified wood fibre Products: tomatoes and apples Advantages 100% naturally grown resources Gras from extensivly managed and ecologically valuable pastures Wood from FSC-certified forestry Lower water and energy consumption Free of pollutants and 100% recyclable Shopperbag Summit 2018 27
BEST PRACTISE: BI GOOD Natural cosmetics Ingredients are taken from regional plants like dandelion, melissa, chamomile, apricot,… No synthetic colours, scents, parabenes, silicones etc. 100% gmo-free and no animal testing Detergents: eco-friendly laundry detergents Shopperbag Summit 2018 28
BEST PRACTICE: BI GOOD
Certified standards (Österr. Umweltzeichen, EU Ecolabel, Blauer Engel, Vegan, Natrue)
preferences for packaging produced in Austria
Packaging with maximum percentage of recycling materials
Tubes - 60% recycling materials
Paper boxes – 100% recycling materials
Bottles – 100% recycling materials
Labels made from more sustainable materials like
wood fiber or 100 % recycling paper
Shopperbag Summit 2018
29AGENDA 1 Introduction REWE International AG 2 Good reasons for sustainability 3 Motivation to drive more sustainable packaging 4 Best practices Ja! Natürlich und bi good 5 Best practice shopping bags Shopperbag Summit 2018 30
Half of the people vote for a ban of plastic bags (from the shops)
How people take their shopping goods home: Usage of the bag after shopping:
Weiss nicht/k.A. 1%
Ich schmeiße es weg
1%
Ich benutze nie eine
Plastiktüte 13%
Ich nutze es für den
nächsten Einkauf 27%
Ich nutze es für etwas anderes
57%
(z.B. als Müllbeutel)
Paying for a plastic bag? Ban of plastzic bags?
Ja Nein Weiss nicht
51%
47% 46% 7%
29%
10%
6% 4%
Sehr gut eher gut eher sehr Weiss
schlecht schlecht nicht/k.A.
Basis: Österreich n = 556
Nutzung von Plastiktüren
Astrid Schröder – Marktforschung International 31
29.04.2016Advertising alternative bags
100% RECYCLING PAPER FOR OUR LEAFLETS AND MAGAZINES Shopperbag Summit 2018 33
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