Hearts and minds of Dutch food consumers exposed

Large scale consumer research is our large scale consumer research, exposing the state of affairs of sustainable food consumption. The report describes how Dutch consumers think and feel about sustainable food and how this translates into actual behavior. We identify trends and measure changes over time. This way we know the influence of fundamental changes in the thinking and acting of the consumer. The study was first conducted in 2019 and will be repeated in may 2021. From then on it will be annual study that will be expanded to other European markets. 


The report provides a clear answer to many questions that sustainable food marketers are struggling with. For instance:
  • Which brands are relevant and which are not?
  • What about ‘climate fatigue’?
  • What is the impact of all the media attention for the climate on consumption behavior?
  • Which consumer segment (s) are most open to food sustainability?
  • Etc.

Our portfolio

The insights from our study can be use for many purposes. Click on any of the tiles below to see how. 


Successful innovations strike the right chord with the target group. They solve a problem, fulfil a need and enthuse the consumer. Success exists by the grace of the consumer.

Communication & Branding

Branding is all about finding your own sweet spot in the consumer’s mind. Communicating is all about making sure you reach the right consumers with the right message at the right moment.

Insights based strategies

Every food brand is concerned with sustainability. Consumers are increasingly asking for more sustainable brands. But the topic of sustainability has many aspects to consider.

Your contact

Do you want to know more about the project and how you can get access to the results?

Please contact our commercial director Etienne Zervaas.

+31 (0)6 50 21 31 80

Our mission is to help accelerate the transition to a more sustainable food system, by including the consumer as equally relevant stakeholder.

We offer accessible and clear consumer insights that help all actors in the food chain to effectively support & seduce the consumer to make the sustainable food choice.

Laan van Meerdervoort 36 - 2517AL - Den Haag - The Netherlands -