Sustain­able? Only when it’s on sale

Nearly three in ten Dutch consumers (29%) say they often or always make a conscious choice for more sustainable food products. Another 55% do so occasionally. Women and people with higher education levels are more likely to opt for these products. At the same time, 43% of consumers believe choosing sustainable options makes little difference for the environment. Younger people and those with higher education tend to believe in a more positive impact. Under 30? Then you’re more likely to see sustainable food as worthwhile than someone over 50.

Packaging, seasonality and origin shape consumer perception

Defining what counts as ‘sustainable’ is far from straightforward. For 54% of Dutch consumers, it means organically produced goods. Others think of seasonal products (48%) or more sustainable packaging (46%). For 57%, origin also plays a role: the more local, the better. But trust in sustainability labels remains limited. Only 34% say they trust such labels. Among young people that rises to 46%, while among over-50s it drops to 28%. And 85% admit they sometimes doubt the truth of sustainability claims on packaging.

Discounts drive behaviour more than ideals

Environmental and health concerns are the main reasons for choosing sustainable products. For 37%, the absence of artificial additives plays a role, while 36% value higher quality. Still, the wallet has the final say. Over half (53%) are more likely to buy sustainably if there’s a discount. For 74%, price is precisely the reason to go for the less sustainable option. Habit (32%) and doubt about whether a product is truly more sustainable (26%) also influence decisions. And 22% say they simply don’t see a good sustainable alternative.

“A future switch to QR codes on packaging offers a unique opportunity to inform consumers better about sustainability and product origin,” says Randy Jagt, Future of Food lead at Deloitte.

Deloitte.com