Lidl and Kaufland helping shoppers to buy responsibly

Date : 18 February 2020

Amin Alkhatib

Senior Retail Analyst

Lidl and Kaufland have committed to reducing their consumption of single-use plastics throughout their operations and range by 2025. This is part of their 360-degree strategy to help educate shoppers about environmental responsibility, to review the use of plastics in their operations and work in partnership with suppliers to reduce the use of plastic packaging.

To underline the success of these steps, the German retailers have launched a campaign to illustrate how they have executed the strategy in their REset Plastic initiative.

Source: Schwarz Group

REset Plastic’s five guiding principles

REset Plastic was rolled out across both retailers’ international businesses. It is divided into five guiding principles of action:

  • REduce: avoid plastic wherever possible and sustainably
  • REdesign: design products so they are recyclable and close cycles
  • REcycle: collect, sort, recycle and close recycling cycles
  • REmove: support the elimination of plastic waste from the environment
  • REsearch: invest in research and development and educate shoppers about recycling and resource conservation

Source: Schwarz Group

Lidl and Kaufland REdesigning private label packaging

The retailers have revised the packaging design of some of their private label products as a result of the initiative. Kaufland launched its ‘Consciously packaged’ range of goods, starting with its sunflower oil packaging, which contains at least 50% recycled materials. Lidl, meanwhile, reduced the thickness of its own brand frozen French fries. These initiatives give more transparency and make it easier for shoppers to make a conscious purchase decision.



Source: Schwarz Group

Kaufland commits to REducing plastic use and REmoving choice from shoppers

There are additional initiatives that have been introduced by Kaufland, such as the complete removal of disposable plastic bags from across all its operations. Also, it has looked to encourage shoppers to bring their own containers to the fresh food counter and, therefore, limit plastic use. It will also completely remove microplastics from its range of cosmetics, personal and home care products. As of February 2020, these will be labeled with an Ohne Mikroplastik (Without microplastics) logo.

Source: Kaufland

Plastic removal commitment goes beyond food range

From January 2020 shoppers across Kaufland’s European markets will be able to buy sports apparel made from old PET bottles, fishing nets and plastic waste. This goes along with its range of private label clothing made mostly with GOTS (Global Organic Textile Standards) compliant organic cotton. The certification is a guarantee of sustainable, social and responsible textile production.


Read more about Kaufland’s sustainability initiatives in its strategic priorities presentation. While for those looking for more on Lidl and its initiatives, along with its channel rivals, read our sustainability at discounters presentation.