Foodvalley steers toward healthier purchasing behavior

Where is the greatest opportunity to encourage consumers to make healthier choices? That question took center stage during a Foodvalley partner meeting in December 2025. Supermarkets, producers, and experts came together to determine where the most impact can be achieved. This led to the selection of three product categories for a new pilot.

Focus on three product groups

The Foodvalley Living Labs pilot in 2026 focuses on sweet bread spreads, sauces, and ready-to-(h)eat meals. According to the organization, these categories in particular offer strong potential for impact. The selection is based on insights from previous pilots, sales data, and practical experience. By working in a more targeted way, the initiators aim to test, learn, and scale more effectively.

Store as a point of influence

The pilot focuses on the point of sale, where consumers make their choices. According to Foodvalley, this is where opportunities lie to further develop assortment and presentation. The starting point is to make healthier options more visible and accessible. Through improved positioning. As described: “making the healthier option the most obvious, easy, and commercially viable default on the shelves.”

In collaboration with Bamboo Brands, additional consumer research will be conducted. The focus is on what motivates consumers, which barriers they experience, and how healthier alternatives can be positioned more effectively.

Pilot starts in March 2026

The Living Labs pilot will start in March 2026 in several Dutch supermarkets. The approach combines scientific insights with practical retail knowledge. Factors such as pricing, layout, visibility, and margins are taken into account. Differences between product categories, purchasing behavior, and purchase frequency are also considered.

The objective is to determine whether targeted interventions contribute to healthier purchasing choices, while maintaining sustainable commercial performance for retailers and suppliers.

Foodvalley.nl