Colruyt Lowest Prices is introducing a range of self-tests in its parapharmacy section of 175 shops. With this new range of tests, for example to detect bowel cancer, customers can co-pilot their health. The initiative fits into Colruyt Group's health vision, where prevention is an important focus.
Making healthy lifestyle widely accessible
Expanding the offer of the parapharmacy products by including self-testing fits in with Colruyt Group's long-term vision: to offer customers a complete shopping moment in which nutrition, hygiene, beauty and health come together. By placing relevant health products alongside the daily shopping offer, Colruyt is taking steps towards making healthy lifestyles more accessible, all in one place.
Since September 2024, the parapharmacy section has been introduced in all Colruyt shops with advice and support from Newpharma. This section in the shops exists in various forms and is consistently growing at double-digit rates thanks to a strategic expansion of the offer and the integration of the healthy weight category (such as diet products).
Today, customers can find a wide range of health products in this area: vitamins and nutritional supplements, sports nutrition, first aid, coughs & colds and body care. The range in this area continues to expand, including in emerging areas such as women's health and protein nutrition.
The trend whereby people attach much more importance to their health continues, this is about well-being in the broadest sense of the word, from feeling good internally to looking good, from mental to physical. Much more than in the past, this is done in a preventive way.
Bowel cancer test cheaper
Colruyt Group is focusing step by step on health and well-being. The expansion of the range with certified self-tests at Colruyt Lowest Prices is the next concrete step in the journey to make health available and affordable to a large public. New to the range are self-tests for early detection of colon cancer, urinary tract infection, menopause, vitamin D or iron deficiency.
"In our health thinking, prevention receives particular attention. With the introduction of self-testing in our parafarmacy section, we are bringing that prevention closer to the customer. We want to offer reliable products at competitive prices," says Thijs Lamote, buyer parafarma at Colruyt Lowest Prices. "The test against colon cancer has been available since mid-October at €9.99. It is the lowest price, up to almost ten euros cheaper than other tests on the market."
From knowledge to action: taking health into your hands
Colruyt Group sees a lot of future in preventive health and wellness. This becomes very tangible with fitness chain Jims, online pharmacist Newpharma and Colruyt Group Academy bridging the gap between knowledge and action.
Colruyt Group Academy offers a wide range of content and learning formats that support people to co-pilot their health. The focus is on prevention and a holistic approach to well-being, linking themes such as sleep, nutrition and mental well-being.
Gut health is one of the themes and will receive extra attention as a monthly theme in February 2026, including a campaign. So clients regularly get practical insights and inspiration to take active control of their health.
