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

Client:

Own initiative

Brief:

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:

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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 - Den Haags - 
(+31) (0)70 2042314 - Info@futureoffood.institute

Nederlands