In the Netherlands, several supermarket chains provide a wide range of branded and white-label products both in the high-end and discount categories. Most supermarkets publish through their weekly advertising leaflets discounts and offers. Most supermarkets link these offers through their app using the online shopping basket. We at Jesta Freak appreciate these offers and encourage people, even those short-stay tourists, to use them as all Dutch people do. We provide a link below to each supermarket brand offer.
To provide you with a better understanding of each supermarket chain we give you a brief overview of the main players in Amsterdam.
Jumbo is easily recognizable from its yellow lettering. The first Jumbo was established in the south of the Netherlands in Tilburg in 1979. In 1984 the company was fully taken over by the food producer van Eerd. The growth of the brand started in the last 20 years, with the acquisition of Super de Boer, C1000, and EMTE. Jumbo has approximately 20+ stores in Amsterdam. The company in our view is community, family-friendly, and service-orientated. This is reflected by the staff that works at Jumbo and the presence of them on the floor and their willingness to help with a smile.
| Owner | Van Eerd Group |
| Delivery of shopping | Yes |
| Also, part of the group | La Place Dutch restaurant chain, HEMA department store |
| Fun fact | Jumbo is the sponsor of an ice speed skating team and cycling team, and a personal sponsor of Max Verstappen the Formula 1 World Champion |
| Pros | Cons |
|---|---|
| Relatively lower prices | City center shops are relatively small |
| Wide variety of products with regular offers | Few locations in the center of Amsterdam |
| Service-orientated and very friendly staff (and many are aged 50+) | The app is only in Dutch and less user-friendly than some of its competitors |
| Good are regularly checked on freshness and quality (we never had a rotten/expired product) | |
| A wide range of Jumbo house brands of good quality and relatively lower price points | |
| Self-scanning and positive message after purchase "thanking for shopping with Jumbo" | |
| Staff service focus |
You will recognize an Albert Heijn store by its blue logo in the shape of a house, combined with the white Letter ‘M’ and ‘a pretzel’. Albert Heijn, AH, or for the locals “Appie” or the “AHA” is the largest and one of the oldest supermarket chains in the Netherlands. Albert Heijn’s first shop was established in Oostzaan in 1887 and a replica of the shop can be found in the Zaanse Schans, a top tourist attraction in the Netherlands. Nowadays, an AH supermarket is located almost everywhere in the country and the company has 95 supermarkets in Amsterdam alone. Albert Heijn is at the high end of the spectrum, is very commercial, and hires a mix of students and some older people, though more students.
| Owner | Ahold Delhaize (listed) |
| Delivery of shopping | Yes |
| Also, part of the group | Bol.com online shopping competitor of Amazon, Gall & Gall liquor retailer, and Etos pharmacist |
| Fun fact | Sponsors Dutch football including the Dutch women’s football and various football-related programs with the KNVB (Dutch Football Association) |
| Pros | Cons |
|---|---|
| Wide variety of products | Relatively more expenses compared to other supermarkets |
| Weekly offers through the AH bonus scheme (see AH app and see the orange labeled products in the supermarket) | Service levels could be improved |
| Lots of branches around Amsterdam including good locations in the city centre | Often staff checks required for self-scanned items (5 items) |
| A wide range of AH house brands of good quality and relatively lower price points | The app is only in Dutch |
| Self-scanning machines | Vegetables in Albert Heijn (center) often partly perished or perish quickly |
| Largest city center supermarket near the Dam | No payment by credit card (only three branches in Amsterdam City Centre) |
Dirk or for many people, Dirk van Den Broek is a supermarket store known for its red lettering and affordable products. The first Dirk supermarket opened in Amsterdam in 1953. There are almost 20 Dirk supermarkets in Amsterdam. Dirk provides a wide range of affordable and quality products.
| Owner | Detailresult Groep |
| Delivery of shopping | Yes |
| Also, part of the group | Dekamarkt Supermarket |
| Fun fact | Dirk was one of the first self-service grocery stores in the Netherlands. Before people queued at the counter to order products. |
| Pros | Cons |
|---|---|
| Relatively lower prices with a focus on price-quality | Few shops in the city center |
| Good range of products | Range of vegetables |
| Dirk was voted as the best supermarket in the Netherlands three years in a row | The app is only in Dutch |
| Liquor shop nearby | No self-scanning machines |
| In-app self scanner |
Aldi is well known as a discount grocery store. It offers low prices for most of its products. Originally from Germany, it has grown rapidly in the Netherlands – The Dutch do like low prices and deals. In Amsterdam, there are only eight (8) Aldi’s. None of the Aldi supermarkets is located within the city center canal ring.
| Pros | Cons |
|---|---|
| Permanently low prices | Take products out of boxes |
| Good quality products at low prices | Limited fruit & vegetable range |
| Many well-known brands can be found in Aldi | Few locations in Amsterdam, none in the city center |
| Household products are sold in the store | No self-scanning machines |
| Owner | Privately owned |
| Delivery of shopping | No |
| Also part of the group | Aldi Talk Telecommunications |
| Fun fact | ALDI stands for Albrecht Diskont and the “alles voor Oranje” TV Campaign in the Summer of 2021 included all Aldi employees |
This German supermarket discounter is the direct competitor of Aldi. Although relatively late in the Netherlands only since 1995, the supermarket chain has rapidly grown through its low prices, offers, range, quality, and branded products.
| Owner | Schwarz Gruppe |
| Delivery of shopping | No |
| Also part of the group | Kaufland |
| Fun fact | Zero-waste, no-frills, pass-the-savings-to-the-consumer like Aldi, operating over 11,000 stores globally |
| Pros | Cons |
|---|---|
| Permanently low prices | Take products out of boxes |
| Fresh bread and bakery onsite | Queues at cash tills (check on app timing when less busy) |
| Many well-known brands can be found in Lidl | Few locations in Amsterdam and nothing in the city centre |
| Wide range of vegetables and fruits | No self-scanning machines |
| Lidl app (in many languages and countries, why no English in the Netherlands?) |
This supermarket discounter has its roots in the province of North Holland. Vomar’s first supermarket was established in Haarlem in 1968. Vomar has approximately 10 supermarket stores in Amsterdam of which non are in the city center.
| Owner | C.A. Zwanenburg |
| Delivery of shopping | No |
| Also, part of the group | La Place Dutch restaurant chain, HEMA department store |
| Fun fact | They have their own bakery and butcher to reduce costs. They focus on sustainability to reduce the cost of energy and transport. |
| Pros | Cons |
|---|---|
| Permanently low prices – lowest price guarantee | No order online |
| Wide range of products | No delivery service |
| Discounts and offers | No self-scanning |
| Customer-is-King (klant-is-koning) card to collect points and earn money | A limited number of locations, none in the city center |
| Focus on sustainability and cost reduction |
These are the main supermarkets in Amsterdam we believe you should consider. We know there are other brands such as Spar and COOP stores, but we believe they offer less value for money or locations are outside the city center. For those that want to eat buy organic, we suggest you try Ekoplaza.
Finally, we would love to hear from you about which supermarket you love and why. Register now to join the conversation, access exclusive content, and be a part of our exclusive brand communities.
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