Europe roundup: health and wellness, variety discount growth, and electrification

In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives for the week commencing 15 December 2025. Here’s what you need to know about:

• Edeka to introduce new personal care range

• dm launches online pharmacy service

• Action reaches milestone in France and grows FMCG presence

• Albert Heijn opens charging network to partners

• Lidl Austria announces expansion of electric delivery fleet.

Edeka to introduce new personal care range

The German retailer plans to introduce a new unified private label brand, "Jolea," for its drugstore and health product range across its Edeka, Netto Marken-Discount and Budni stores. The new brand is planned to be launched in spring 2026, consolidating and replacing several existing, smaller brands.

Dan Butler, IGD Senior Insight Analyst’s view:

Edeka is looking to elevate its assortment to challenge competitors like dm and Rossmann, as shoppers put increased importance on health and wellness. The consolidation of multiple existing brands into "Jolea" will provide opportunities for suppliers, as Edeka intends to significantly increase order volumes, creating opportunities for large-scale production synergies. 

dm launches online pharmacy service

The German drugstore has officially launched "dm-med," a new online pharmacy section offering over 3,000 products including over-the-counter medications, supplements, and dermocosmetic brands. This service integrates pharmacy-exclusive products into the existing online shop, allowing shoppers to order medical supplies alongside their regular drugstore purchases for home delivery or store pickup.

Dan Butler, Senior Insight Analyst’s view:

This transforms dm into a comprehensive low-threshold healthcare provider, leveraging convenience and competitive pricing to capture market share from traditional pharmacies, especially in underserved rural areas. For suppliers, this creates a powerful new high-volume distribution channel, though it may also increase pressure on margins due to dm’s marketing-driven model and the introduction of paid advertising slots for brand visibility.

Action reaches milestone in France and grows FMCG presence

The variety discounter is continuing its strong expansion across Europe, and has just opened its 900^th store in France. Action also recently reached 100 stores in Czechia and Spain, and opened a new distribution centre in the latter, highlighting its commitment to further growth in the region. It is also increasing its assortment in the FMCG space, especially in food, further blurring the lines between variety discount and grocery.

Michela Pearson, IGD Senior Insight Analyst’s view:

Variety discounters are seeing incredible success around the world, as shoppers continue to seek value, and are increasingly using them as a destination for food. In response to this, the retailers are increasing their assortment in this space, providing tougher competition for mainstream grocers. Read our latest article, Partnering with Europe’s variety discounters for more details on Action’s strategy and success.

Albert Heijn opens charging network to partners

Albert Heijn is opening its electric truck charging infrastructure to suppliers and carriers who deliver to its distribution centres. The retailer explains its objective is to enable fully electric deliveries to and from its sites, supporting the transition to zero-emission transport. To meet rising charging demand, the Albert Heijn also opened a new charging plaza in Zwolle. All 30 zero-emission zones in which the retailer operates are now supplied with electric vehicles, and nearly 400 stores receive electric deliveries daily. Additionally, 25% of Albert Heijn’s trips are currently electric, with 85,000 weekly orders delivered emissions-free.

Soline Duriez, IGD Supply Chain Analyst’s view:

Albert Heijn’s decision to open its charging network to partners is a strong strategic move towards cleaner logistics. The retailer demonstrates that despite challenges, more sustainable transport throughout the supply chain is possible. Learn more about electrification.

Lidl Austria announces expansion of electric delivery fleet

Lidl Austria is accelerating the electrification of its logistics network, expanding its fleet to 20 electric trucks by the end of the year and opening a new charging park at its Laakrichen logistics centre. The retailer has partnered with Mercedes to introduce the eActros 600 trucks which offer rapid megawatt charging and a 500-kilometre range. Lidl Austria began integrating electric vehicles powered by renewable energy in 2024 and expects a 90% annual CO₂ reduction once the fleet is fully electric. The company also plans further EV expansion at its Großebersdorf logistics centre by 2027 as it works towards emission-free deliveries nationwide.

Soline Duriez, IGD Supply Chain Analyst’s view:

Lidl Austria’s push into electric logistics is a strategic move that reflects a wider industry shift towards cleaner, quieter and more efficient transport. Developing a dedicated charging network and deploying long‑range trucks puts Lidl in a strong position to scale zero-emission logistics across national networks.