Dutch consumers stay calm amid changes in food supply

More expensive coffee, no bread left on the shelf, or chocolate that tastes just a little different? Most Dutch consumers aren’t easily fazed. They stick to their usual choices and simply wait it out. That’s one of the findings from the tenth edition of the Agrifoodmonitor by Wageningen Economic Research.

Resilience rooted in routine

This year’s annual survey of over 3,500 consumers focused on food resilience — the ability of people to adapt to changes in their food environment. Think of price increases, limited availability, or reduced quality, for instance due to climate change.

It turns out Dutch consumers are fairly resilient by default. On a scale of 1 to 100, the average score is 73. Young adults (aged 18 to 35) score slightly lower, at 71. They tend to find it a bit more difficult to cope with uncertainty, but the difference is marginal. In practice, this shows up as a preference for the familiar: if a product is temporarily unavailable, most people won’t immediately switch to an alternative. Only when the change persists does their willingness grow to buy less or opt for a more sustainable product.

Sector still receives recognition

In addition to food resilience, the monitor also tracks how the agri-food sector is valued by the public. In 2025, that societal appreciation remains largely stable. Horticulture and arable farming lead the rankings, followed by dairy farming and supermarkets. Fisheries, the food industry, and the poultry and pig sectors all continue to receive passing scores.

Reputation and a sense of connection remain the key drivers of this appreciation. Notably, reputation has regained its position as the most important factor — after years of being secondary to engagement. At the same time, the more weight consumers place on climate and environmental friendliness, the lower their appreciation of the sector tends to be.

Aware, but not personally affected

Although many Dutch consumers expect their food environment to change, most don’t feel directly affected. Researcher Mariët van Haaster-de Winter sees opportunities for action: “With simple tools like shelf cards suggesting alternative products, tips to reduce food waste, or small nudges at the point of sale, consumers can respond more easily and more quickly to changes.”

Agrimatie.nl