Dutch people think price of healthy food is too low

Consumers think that our food has become healthier and more sustainable; we pay too little for it. These results of the study were presented at the New Year's Café of Schuttelaar & Partners, the consultancy for a healthy and sustainable world, which marked its 25th anniversary year. 

Fair price seems further away than 25 years ago

Consumers have been asked how they view the changes over the past 25 years. More than half of the Dutch think that we pay a less fair price now than 25 years ago. That is considered unfair. Affordable healthy food where a fair price is paid to the farmer, is the most cited wish of the Dutch for the future.

Different opinions about progress on food 

The study shows that 45% of Dutch people believe that our food has become healthier; on the other hand, one in three believe that our food has become less healthy and is packaged less sustainably. Agriculture is making too little progress towards sustainable food production and the preservation of biodiversity. And yet that is precisely what people would like to see. The most frequently mentioned wishes are: organic and unsprayed fruit and vegetables, more food from the immediate surroundings and a smaller herd of livestock.

The Dutch, on the other hand, are positive about progress in health

Our own health is fine; 70% of the Dutch think that our lifestyle has become healthier. We have enough exercise and less harmful behaviour such as smoking. People also think that we live longer in good health. We have a healthier lifestyle, eat better and exercise more, according to the consumer research of market research agency SAMR commissioned by Schuttelaar & Partners.

More progress expected and desired

It is precisely in the areas of food, health and agriculture that two-thirds of the Dutch expect more progress over the next 25 years than in the past 25 years. This is also considered extremely important. This fits in well with the vision of the New Year's Café of Schuttelaar & Partners. It was concluded there that a lot needs to be done, especially when it comes to the implementation of a sustainable and healthy world. The government is mainly asked to provide leadership and direction: "Tomorrow is not too early.

Click here for the results of the research (Dutch only)