Consumers positive about Dutch agri and food sectors

The results of the Agrifoodmonitor 2024 show that Dutch consumers continue to be optimistic about the country’s agri and food sectors. While concerns such as climate change persist, they express little worry about food availability in the near future. The monitor, conducted by Wageningen Economic Research, indicates that over 3,500 respondents rated the sectors positively, with particular appreciation for horticulture and arable farming.

Climate change plays a bigger role for sectors

Although consumers are aware of climate change, they believe its effects are more significant for the agri and food sectors than for their own personal lives. Extreme weather conditions, such as droughts and floods, are seen as the greatest threats to these industries. Interestingly, consumers feel that supermarkets and fisheries are more affected by pollution and crop failures compared to other sectors. Researcher Mariët van Haaster - de Winter notes that while awareness of these issues is limited, increasing consumer consciousness could lead to changes in purchasing decisions and support for relevant measures.

Growing support for sustainable efforts

Another noteworthy finding from the Agrifoodmonitor is the growing willingness among consumers to reward voluntary efforts by companies to combat climate change. Approximately 59% of respondents are open to supporting agri and food businesses that take extra steps in this area. This reward doesn’t always need to be financial; likes and positive engagement on social media are also viewed as valuable forms of recognition.

View the Agrifoodmonitor 2024
Wur.nl