Future of Food Report 2019:
Understanding and measuring sustainable food consumption in the Netherlands


Own initiative


What is the state of play when it comes to sustainable food consumption in The Netherlands, looking at it from a consumer’s perspective? How many consumers take sustainability into account when making food decisions? What do they consider to be sustainable food choices?

Our approach:

We designed a questionnaire which among other things included a mini communication experiment: participants were shown three different messages about organic food production. They were then asked about their attitudes and willingness to pay a 10% or 20% mark-up for organic versus ‘regular’ foods. We also shared our pre-existing knowledge about perception of organic food from the Food Forum, our conscious consumer community.

Findings in a nutshell:

  1. Consumers are not entirely clear on what is sustainable food.
  2. Reduction of food waste is having a big moment.
  3. There are four distinct segments of consumers who perceive sustainable food in a completely different way.
  4. Concrete arguments focused on the direct advantage for consumers are most effective.
  5. There is little support for technological agricultural innovation.

Download a snapshot of the report here:

Would you like to access the full report? 
Get in touch!

We help sustainable food companies to innovate faster and communicate with more impact. We do this by offering accessible and crystal clear consumer insights

We love working with mission-driven food companies and non-profits that have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.

The Hague Tech - Wilhelmina van Pruisenweg 35 - 2595AN - The Hague
(+31) (0)70 2042314 - Info@futureoffood.institute