Almost 28 billion paper brochures end up in German mailboxes each year – annoying for some, for others the beloved routine of discovering the occasion of the week.
Retail giant Rewe puts an end to it! The company announced that from July 1, 2023, the classic paper brochure will no longer be available – from August the circulation is to be reduced by over 15%.
Rewe currently distributes approximately 25 million leaflets per week.
Reason for opting out of the supermarket brochure: Not doing so would save over 73,000 tons of paper per year, 70,000 tons of CO₂, 1.1 million tons of water and 380 million kilowatt hours of energy per year. At the same time, the step “in times of crisis is a solidary contribution to supporting the difficult security of supply of energy sources in our country for the future”.
Because the truth also includes: The paper shortage in Germany is increasing and producer prices as well as paper prices are rising rapidly. According to the “Federal Statistical Office”, prices increased by 28.1 percent only in the period from June 2021 to June 2022. – a lot of money for brochures that go directly to the trash.
The paper industry is also concerned about the suspension of production due to the threat of gas bottlenecks. “Nobody knows if they will still be able to produce in the fall or winter,” said Winfried Schaur, president of the association last week. He stated that a gas stop would practically stop paper production. It will also affect products necessary for food supply or hygiene.
- Hardware store giant obi does not advertise its products and offers in paper form since June 2022.
- Furniture company IKEA Despite its high popularity, it has not sent out its catalog since 2021 and is based on digital advertising of products.
- Also Kiki and Woolworth do without paper brochures.
What are Aldi, Kaufland and Edeka doing?
BILD asked other retail giants: Will you soon also be without supermarket brochures?
►Aldi Południe to BILD: “Right now, many customers expect brochures to be delivered to find out where to buy the cheapest and best quality food. We only use FSC®-certified paper for our flyers, which we also mark with a blue angel. ”
What is FSC®-certified paper? The Forest Stewardship Council is a non-governmental organization that certifies that raw materials come from responsible forest management. The Blue Angel confirms that 100% of waste paper was used.
► Kaufland In addition to the digital form, he still uses the classic printed version of the brochures: “Our customer brochure is an important channel for us to inform our customers about offers and our product range, on the one hand, and about corporate content, such as, inter alia, B. informing about sustainable development issues. In addition, our clients can find, among others B. it is also worth knowing about individual products. Therefore, of course, we will continue to offer our customers a customer brochure, both in print and on our website, and to keep them informed via online channels and apps. ”
► Edek it is also trying to expand its digital offer in product advertising, but BILD confirmed: “We know (…) that many of our customers do not want to give up the printed leaflet, and we also want to reach these people.” FSC®-certified paper.
► discounters Lidl down BILD: Initially, they wanted to stick to classic brochures because they were “the central medium of our marketing efforts.”
► Also Internet plans on with paper brochures.
OBI, Kik, Woolworth, Ikea, and Rewe are likely to be left alone with all-digital product advertising for now, and mailboxes won’t be completely ad-free.
Because: The success of the paper brochures speaks for itself: Ingo Wienand, CEO of Media Central Group, told MEEDIA: “90 percent of people read brochures and 76 percent read brochures every week.”