Consumers want to eat healthy, but face key barriers

Healthy eating ranks high on the list for many Dutch consumers. Still, lasting changes in behaviour remain elusive. Research by Panelwizard, commissioned by ABN AMRO, shows that people face several obstacles. Price, convenience and availability all play a significant role. Supermarkets, food producers, the hospitality sector and the government each influence this dynamic.

Price and convenience make it difficult

Eighty-nine percent of the 1,000+ respondents say healthy eating is important to them. Yet 38 percent feel healthy products are simply too expensive. This is especially the case for younger people (53.6 percent) and families with young children (44.9 percent).

Speed and convenience also factor in. More than one in five respondents find healthy food harder to come by and more effort to prepare. Among younger people and families with children, this percentage is even higher.

In addition, 16.7 percent say healthy food simply doesn’t taste as good, while 15.5 percent struggle to determine what is or isn’t healthy. In contrast, unhealthy food is available just about everywhere—cheap, easy to grab, and attractively packaged.

Cooperation is essential

According to RIVM, over 8 percent of the Dutch disease burden can be linked to unhealthy diets. At the same time, most consumers feel they are personally responsible for their health. Still, a significant share also sees food producers (37 percent), the government (35.3 percent) and supermarkets (34.7 percent) as jointly responsible for what’s on offer.

Supermarkets hold a strong position in this regard. They decide what ends up on the shelves, how it’s presented, and at what price. While fruit and vegetables are often the first thing shoppers see, roughly 80 percent of the total product range falls outside the Schijf van Vijf guidelines. Specialised food shops, such as butchers or greengrocers, are less frequently visited—partly due to higher prices and less convenient locations.

Food manufacturers can play their part by adjusting recipes and offering healthier options at a fair price. The Nutri-Score label is still rarely used: only one in six respondents actively looks at it. A third refer to the Schijf van Vijf as a guide.

Hospitality and social media play a role

Dining out is generally viewed as a moment of enjoyment. Even so, 64 percent of respondents believe restaurants should offer healthy options. The abundance of fast food near schools is seen as a particular concern.

Social media is clearly influential—especially among younger generations. Nearly a quarter of all respondents say influencers have made them more conscious of their food choices. Among 18 to 30-year-olds, that figure rises to 37 percent. More than 17 percent say they’ve actually changed their eating habits—choosing more plant-based options or cutting back on sugar, for example.

Supermarkets, food producers, hospitality businesses and the government are increasingly expected to make health a more prominent part of their business models—and to better align food offerings with what consumers want and what stands in their way.

Abnamro.nl