Dutch Supermarket Loyalty Wars: Unpacked

The Dutch are renowned for their economic efficiency; in fact, the Albert Heijn Bonuskaart is everywhere, among Dutch residents, visitors, and expats alike. The card is found in the wallets and on the phones of just about everyone. However, most expats aren’t aware of the bewilderingly vast array of other reward point systems available in their favourite supermarkets. Until now that is….

We’ve gone and created this article detailing the loyalty perks and rewards available with the main supermarkets in the Netherlands.

The Cost Of Groceries In The Netherlands

An interesting fact, according to Statistics Netherlands (CBS), the average single adult in the Netherlands spends between €3,000 and €3,600 on grocery shopping. Couples typically spend between €5,500 and €6,500, whereas families with children might need €8,000 or more per year. According to the EU’s Eurostat 2024 food price index, Dutch supermarkets are about 5% more expensive than those in Spain, mainly due to the high Dutch minimum wage and dense urban logistics. Small stores mean higher operating costs.

According to the top Dutch non-profit consumer association, Consumentenbond, in its 2024 supermarket research analysis (Supermarktonderzoek), offering prices that are approximately 8% lower than the average for day-to-day goods, Aldi and Lidl are, in fact, the most affordable shops. Vomar and Lidl follow suit with an average discount of 7%, while DekaMarkt and Hoogvliet are about 3% below average. Jumbo, Albert Heijn (AH), and Plus are considered mid-market shops, with prices staying almost 1–2% below the usual cost, varying by product category. AH often provides some of the cheapest prices for budget items but tends to compete 2% above prices for premium branded products. On the higher end of the average, convenience stores Coop and Picnic are, meanwhile, the most expensive. Spar is by far the most costly; shoppers can expect to pay as much as 15% to 24% more in those stores.

Aldi, Lidl, Dirk, Vomar, DekaMarkt, and Hoogvliet

​​Dutch discount supermarkets, such as Aldi, Lidl, Dirk, Vomar, DekaMarkt, and Hoogvliet, do not operate traditional rewards programs, unlike Albert Heijn’s Bonuskaart or Jumbo’s Extrapunten. Instead, their whole marketing and advertising focus is on everyday low prices and weekly promotions rather than a complex points-based loyalty system. For instance, Aldi and Lidl have a rotating schedule of “Superdeals”, for example €0.79 pasta, while Dirk has weekly ‘stuntprijs’, like a gala melon for €1.19. You see, point systems can be expensive to run, requiring digital infrastructure. The discount chains, therefore, suit shoppers who want instant discounts rather than points to be converted to discounts later. However, there aren’t as many of these discount stores nationwide. Aldi, the largest of the discount supermarkets, has over 500 stores, while Lidl has more than 400 stores, with Dirk having 222 stores. Vomar, DekaMarkt, and Hoogvliet all have over 100 stores.

Why Some People Cannot Choose: Store Location Matters

Where you shop is a personal preference, but what to do if you are on a budget and don’t live near an Aldi or Dirk? Convenience matters! By 2025, there will be more than 1,268 Albert Heijn outlets throughout the Netherlands, making it, by far, the most accessible supermarket. Jumbo has approximately 714 stores. Many expats and Dutch alike believe that AH is more than just a preference; it is the only realistic option within walking or biking distance of their homes. In many neighborhoods—especially in smaller towns or village centers—Albert Heijn is often the most accessible and sometimes the only nearby full-service supermarket, making it a default choice for many residents and expats alike. However, AH shoppers can take advantage of a range of complex reward systems, including Koopzegels, Bonuskaart offers, and Premium deals. It depends not just on what is cheapest that one can see on the shelf, but on what value you will be earning over time. Let’s examine some real-life cases where loyalty programs have made a significant difference.

Loyalty Rewards To The Rescue: Scan Your AH bonuscard

If you’ve read our article on saving and budgeting in the Netherlands, you’ll already be aware of the AH Bonuskaart. Simply scan this card at checkout to receive an instant discount. Let’s consider store-brand whole-wheat bread. Buying without a Bonuskaart, you’ll pay €1.69, but this price is sometimes reduced to €1.29. However, the AH card goes far beyond offering discounts at checkout.

Jumbo Extrapunten & AH’s Miles, Koopzegels, Premium

The challenge with the Jumbo offers is that they are unique to each person and can only be accessed by logging into the app. All of these offers are available in the Jumbo Extra app. Currently, the app is only available in Dutch, leaving most expats slightly confused.

Jumbo heavily gamifies the process of collecting and spending points. ​​At Jumbo, you can only earn points on select, designated products, not all items in the store. At the time of writing, the writer was offered a 600-gram bag of oven vegetables that would earn 40 points. However, these points can’t be used at the shopper’s discretion. For example, at the time of writing this article, the writer was offered 350 points in exchange for a bit of gem lettuce. The best trategy for Jumbo is simply to scan the Jumbo Extra app barcode every time you shop, you’ll collect points on some of your products, and if by any chance you happen to buy a product that is available for ‘free’ in exchange for some points, the til will ask you if you want to spend your points.

The Albert Heijn loyalty program uses a much more expat-friendly system: you simply earn 1 Mile for every €2.50 spent on groceries. Spending €1,250 earns 500 ‘Miles’ (the name for points), which can be redeemed in-store for a discount of up to €2.50 on groceries. You must spend a minimum of €15 on eligible products in-store, scan your Bonuskaart linked to your Miles account, and you can redeem Miles for a discount on groceries at the checkout. AH also lets you collect Air Miles (actual air miles this time). If you link your Air Miles account to your Bonuskaart, you only need to scan the Bonuskaart at checkout to receive both discounts and Air Miles.

Something that some expats may not know about is Albert Heijn’s Koopzegels; it is like a high-yield savings account disguised as a loyalty program. For every euro you spend, you can buy a stamp for ten cents. Collecting 490 stamps can be redeemed for €52, a €3 bonus, or a 6% return on investment. Now, that is a better interest than most bank accounts in the Netherlands. Using the AH app, you can automatically collect stamps by scanning your Bonuskaart.

Besides Koopzegels, Albert Heijn Premium is €14.99 per year, which includes 10% off organic and AH Terra products, double loyalty points, and exclusive deals. AH advertises average annual savings of around €100, which is especially beneficial for shoppers who buy organic products. With Albert Heijn Premium, you earn 2 Miles for every €2.50 spent, meaning you need to spend about €625 to collect 500 Miles, which can be redeemed for approximately a €2.50 discount in-store.

Don’t forget to register your account using the Jumbo and AH app; otherwise, you may not be able to collect points and view the available deals.

Read Also: A Guide to the Cost of Living in the Netherlands

Price Comparison

Say you spend roughly €100 per week on groceries. That amounts to approximately €5,200 per year. If you use your AH Koopzegels diligently, you will likely receive approximately €312 per year in return. Factor in Bonuskaart deals and Premium discounts, and you can well exceed those savings of €500 a year. Jumbo can be treated similarly, provided you play their loyalty game, i.e., by purchasing the relevant products during the week the extra points are offered.

Dirk is said to be one of the cheapest supermarkets. But it eliminates loyalty points; instead, it slashes prices everywhere. Many a wise shopper attests that they save €500–€1,000 annually at Dirk without lifting a finger—no apps, no cards, no digital hoopla.

Understanding Dutch supermarket loyalty programs can impact your shopping experience.

Maximize Your Grocery Budget Today

Here’s a hypothetical breakdown for an expat spending €100 per week (around €5,200 annually):

• At AH, Koopzegels alone could net you €312 in savings. Throw in Bonuskaart deals and Premium member perks, and you’ll easily hit savings above €500.
• At Dirk, saving €500–€1,000 is achievable without any loyalty tricks—just plain old low prices.

Whatever strategy you choose, one thing is clear—understanding Dutch supermarket loyalty programs can make a difference not just to your wallet but to your shopping experience.

Tracking and Using Loyalty Points

The Albert Heijn loyalty program makes it easy with their app. Under the “My Credit” section, you have a single place to view your Koopzegels and Air Miles. If you have Premium, your discounts will build even faster. Jumbo requires the Jumbo Extra app, which tracks your points and allows you to exchange them for products or discounts, as well as offers similar deals, vouchers, and discounts through its app. Dirk and Vomar decided against the points game and instead do true cheap – just check flyers or Instagram deals.

The best strategy? Know where you shop the most, and which program suits your lifestyle. Some program stacking that loyal AH shoppers engage in makes this price competitive even with the very budget-conscious supermarkets.