In order to reduce the number of kilometre-long traffi c jams, to lower the impact of pollution on the environment, to allow foreigners to contribute more in accordance with the principle of ‘the user pays’, etc. – all responsible and worthwhile aims (MORA Mobiliteitsraad, 2010). Or rather, is the charge a new form of taxation which the consumer will ultimately bear the brunt of? Will the sector absorb this additional cost and is this actually a realistic expectation? In cooperation with PwC, The Retail Academy has investigated what is happening in the consumer goods sector and has set out the potential impact on the complete value chain. In this way, we want to provide a clear insight into what impact this measure has on the price that consumers pay for their favourite products on the shelf.