Sustainability is becoming increasingly important to Dutch food consumers. They value fairness, animal welfare, environmental friendliness, and concepts like transparency and natural/regional production more than ever before.
This year is clearly different from previous years, says Marleen Onwezen, a researcher at Wageningen University & Research, who conducted the biannual Agrifood Monitor on behalf of the top sector Agri & Food.
“60% of people consider sustainability product features important when buying products. Think of certifications for animal welfare, recyclable packaging, or a plant-based product. When we asked if consumers would be willing to pay more for sustainable products, 60% said they would.”
The Monitor also shows that the appreciation for the Dutch Agri & Food sector continues to grow. In 2020, an increase was observed for the first time, which stabilized in 2021. Dutch people rate the agricultural sector as a whole higher than the pharmaceutical industry or energy companies. However, pig farming is viewed less positively.
The perception of current events also influences the evaluation, such as farmers’ protests, the coronavirus, and the nitrogen crisis. It appears that negative emotions about the farmers’ protests and the nitrogen crisis caused people to view the sector more negatively.
Bread, fruit, vegetables, meat, and dairy products are consumed most often. Meat and animal products such as dairy still dominate, while alternative proteins like meat substitutes, seaweed, tofu, legumes, and fish are consumed significantly less.
The Agrifood Monitor is a recurring study conducted twice a year since 2012 and annually since 2020 by Wageningen University & Research. A representative panel of over 3000 Dutch people is asked about their opinions on the agriculture and food sector.