Etos, Ahold Delhaize’s health & beauty retailer in the Netherlands, is proving how retailers can integrate digital and in-store channels to help consumers build everyday self-care habits. By promoting health literacy through linking advice directly to products, Etos shows how CGF members are making life course wellness accessible and actionable.
Consumers are taking greater responsibility for their health, with growing demand for simple, practical tools that support self-care. Yet, health literacy remains low and many people struggle to make informed daily choices. In a large pan-European health literacy survey, nearly half of adults were found to have limited health literacy — including 28.7% of Dutch adults.
Retailers are uniquely placed to close this gap by offering advice and solutions, both online and in-store.
Etos created a suite of digital health checks — covering nutrition, oral care, and skincare — to provide free, personalised recommendations online. These are supported by in-store health and beauty advisors who offer tailored guidance and product recommendations. This dual approach links digital convenience with human expertise, making everyday self-care more accessible.
By providing relevant content on Etos.nl that answers a wide range of health questions strengthens Etos’s credibility in making reliable health information accessible to everyone.
Etos has built a model that makes health information more accessible through digital tools and trusted in-store advisors, directly tackling the barrier of low health literacy. Through this method Etos has reduced the gap between information and action — which is a step towards improving health literacy – as of today, 90% of Dutch households visit Etos.
For retailers, investing in ways to improve consumer understanding of health — whether through education, expert support, or digital access — builds trust and positions the brand as a credible partner in wellness.
This case study is part of The Consumer Goods Forum’s (CGF) Healthier Lives Coalition work on Life Course Wellness – a cross-sector initiative that brings together businesses, NGOs, and public stakeholders to support healthier lives at every life stage.
Lynne van Gessel, CEO Etos at Ahold Delhaize said, “At Etos, we believe self-care should be simple, accessible, and empowering. From vitamins to skincare to rest, small habits can make a big difference. With expert advice in-store and smart digital tools like our health checks, we support people in feeling good and looking great, every single day.”
Petra Bremer, CMO Director of Marketing & Formats, Etos said, “People value practical, trusted support in their daily health routines. With accessible tools and expert guidance, we help customers make choices that truly impact how they feel and look. Even small interventions like a digital check or the right product can spark lasting confidence.”
The Consumer Goods Forum’s Healthier Lives Coalition has a key focus on Life Course Wellness, aligning with the World Health Organisation’s ambition to improve health and wellbeing across every stage of life. This initiative brings together retailers and manufacturers to drive impactful physical and digital activations that empower consumers to make healthier choices presenting a clear opportunity to deliver better, more tailored health solutions that meet consumers’ needs throughout their life course.
The Coalition will target three key priorities:
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