Did Albert Heijn become too expensive?

It’s just a chunk more expensive than other stores in my area. Was it always this way? I am on a budget and I sometimes used to shop there but the difference is quite big now. I wonder if other people notice it, too. There are so many of AH locations where I live, I can imagine that it’s the most convenient option for many people. Are different locations cheaper? It is nice to shop at AH but everything is always wrapped in so much plastic anyway.