Future of Food Report 2022


Own initiative


Knowing how consumers think and feel about sustainable food and how this translates into actual behaviour 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 spring 2022.

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 behaviour. 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?
  • What about ‘climate fatigue’?
  • What is the impact of all the media attention for the climate on consumption behaviour?
  • 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?

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 behavioural 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?

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