Future of Food Report 2023


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. This is the second edition. 

We believe it was important to repeat the study in 2022. A lot has changed in the last 3 years. 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.

Our approach:

We surveyed a sample of 1300 Dutch consumers, representative of age, gender and education, on their attitudes and behaviours when it comes to shopping for food. 

Participants were recruited through a professional online panel (Panel Inzicht).

Findings in a nutshell:

Even though knowledge and perception of the importance of sustainability have increased, sustainability remains low on the priority list.

Dutch consumers are not eating more sustainably than in 2019, even though their sense of urgency about climate change has grown. They know more about what sustainably eating looks like, but they still underestimate the impact of eating (less) meat. 

Primarily, it is price that is currently the largest determinant in food choice. 

Download the report (in Dutch):

What’s next?

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

Get in touch to learn more about how this workshop can benefit you and your team. 

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