'Consumers prioritize price over sustain­ability in food choices'

In 2023, consumer purchasing power improved slightly due to rising wages and falling inflation, but price awareness remains a key factor in supermarkets. “Consumers are primarily guided by their wallets unless there is no other choice,” says Ceel Elemans from ING Bank. This statement is based on findings from the 2023 Monitor Sustainable Food.

Supermarkets driving sustainable choices

Although consumers do not appear to be consciously buying more sustainable food, sales of sustainable food products increased by 4% in 2023. This contrasts with a 1% decline in overall food sales. The growth in sustainable products is largely attributed to supermarkets, which in 2023 decided to only sell chicken products with at least one Beter Leven star. This led to a 23% volume increase in this category.

Differences between product categories

The 2023 Monitor Duurzaam Voedsel highlights significant differences between product categories. Sustainable meat, processed meat, and fish, certified by labels like Beter Leven or MSC, performed well. On the other hand, there was a decline in sustainable dairy and egg sales. Without supermarket policy changes, the growth of sustainable products would have been minimal, underscoring the role of retailers in shaping consumer choices.

Ing.nl