Future of Food Report 2021

Indispensable inspiration for all actors in the Dutch food landscape

Sustainable Food Consumption Among Dutch Consumers

Knowing how consumers think and feel about sustainable food and how this translates into actual behavior is crucial. We believe it’s necessary to identify trends and measure changes over time. This way we know the influence of fundamental changes in the thinking and acting of the consumer.

In May 2019 we published our first Future of Food report, describing the state of affairs among Dutch consumers. We will publish the second edition in October 2021

We believe it is important to repeat the study. In 2,5 years a lot has changed. Climate change has gotten a lot of attention in politics. And obviously a pandemic has hit the world, impacting food choices and shopping behavior. Time to get up to date!


  • Measuring = knowing: if you want to be relevant in terms of sustainability, you have to know what is happening in this area in the minds and hearts of the consumer.
  • Insight into buying motives and barriers so that you can respond to these motives and remove the barriers
  • Indispensable inspiration for new products and communication angles

This ensures more effective and efficient marketing, product development and sales of sustainable consumer products. In this way we accelerate the food transition.

Questions the study will answer:

  • Which brands are relevant and which are not?
  • Who will switch to meat substitutes and why?
  • What about ‘climate fatigue’?
  • What is the impact of all media attention for the climate on consumption behavior?
  • Which consumer segment (s) are most open to food sustainability?
  • What does the consumer understand by sustainability (ecological, social, health) and which form is most relevant?
  • Etc.
(Just ask us as if you want to know more about the topics that are covered and what possibilities there are to include any company-specific questions!)

For Whom?

The report provides indispensable insights & inspiration for anyone working in the food chain; marketers, product developers, buyers and researchers. The information is interesting for FMCG brands, retailer, start-ups & scale-ups, caterers, (semi) government knowledge institutions and food consultants.

What Can You Do With It?

The report provides a clear answer to many questions that sustainable food marketers are struggling with. For instance:

  • Choosing the right target group for product development and communication. Where are the opportunities for (incremental) growth?
  • Which triggers encourage behavioral change?
  • How do we effectively convey a sustainable message and what values ​​will help me?

We offer half-day workshops with marketing and insights teams. In these workshops we give meaning to the results (what does this mean for us?), opportunities  scouting and action planning (what are we going to do differently now?)

Your contact

Do you have a question about how our state of affairs research can help you to develop sustainable brands and get your message across effectively?

Please contact our research director Durk Bosma.

+31 (0)6 14 23 24 41

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.

The Hague Tech - Wilhelmina van Pruisenweg 35 - 2595AN - The Hague - The Netherlands