Consumers' Association: 'Consumers don't trust label'.
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Consumers' Association: 'Consumers don't trust label'.

  • 08 January 2021

Almost everyone is busy living a healthier life. Whether it's eating healthier (66%), losing weight (45%) or getting fitter (73%). Almost all Dutch people (91%) are interested in one or more of these themes, according to research by the Dutch Consumers' Association.

Maintaining a healthier diet remains a challenge. The (unhealthy) supply and lack of clarity in the supermarket play a major role in this. More than half (56%) believe that the supply in the supermarket should be healthier. And another 69% think that labels should indicate more clearly whether the product is healthy or not.

Tangle of claims

Sandra Molenaar, director of Consumentenbond: "We are constantly working to expose ambiguities, especially through misleading labels. At supermarkets, food manufacturers and the government. The jumble of claims doesn't make it any easier for consumers: 46% say they don't trust everything on labels".

Less advertising

Consumers don't just see labels as an obstacle to eating healthier. 61% believe there should be less advertising for unhealthy foods. Also, according to 56% of the respondents, the offer in the supermarket should really be healthier. For example, there are still too many sugars and salt in many products.

The unhealthy supply plays tricks on consumers who want to eat healthier. About 60% indicate that they are hindered in this by unhealthy temptations. For consumers who want to lose weight, this percentage is even higher, at 67%.

Healthy eating expensive image

58% believe that eating healthy is more expensive than the unhealthy choice. So it's not surprising that 3 out of 10 consumers feel obstructed in eating a healthier diet and lose weight. 

"Our research shows that we still have a world to win. Supermarkets should make it easier for consumers to make a healthy choice," says Sandra Molenaar.

The research was conducted by the Consumers' Association in December 2020 among 1052 Dutch people. Take a look at the fact sheet (pdf) with the most important research results (Dutch only).

Source: Consumentenbond