WUR: Share of sustainable food purchases increases

Consumers spent €9.5 billion on sustainable food in 2021. We are spending more and more on products with sustainability labels like Beter Leven, Organic and Rainforest Alliance. These are the conclusions of the Sustainable Food Monitor 2021, which was carried out by Wageningen University & Research and commissioned by the Ministry of Agriculture, Nature and Food Quality. 

Share of spending on food with a sustainability label increases

The share of sustainable food in total food spending increased from 17% to 19%. Both the supply and demand of these products has risen. Spending on products with a sustainability label increased in almost all product groups. Total spending on sustainable food increased by 12% in 2021 compared to 2020. This increase was particularly visible in the supermarkets. Total spending on food in general (including products without the above labels) increased by 1% in 2021, but just like in 2020 this was still lower than in the previous years. Due to the coronavirus restrictions in hospitality and catering, spending in this sector was lower than in previous years, just as in 2020.

Spending per sales channel

• In the food service sector, food sales recovered somewhat in 2021. Spending on sustainable food rose by 6% in this sector, while total spending on food increased by 8%. The food service spending in 2021 was still lower than in the years preceding the pandemic.
• Supermarkets did show an increase in purchases of sustainable food of 14%. Total spending on all types of food in supermarkets was relatively high in 2021, just as in 2020, despite a slight decrease of 1% in 2021.
• Specialty shops for sustainable food showed an increase in turnover of 2%. 

Spending on sustainability labels

The largest percentage increase in spending was seen in products with the Rainforest Alliance label (+110%) and the On the Way to PlanetProof label (+32%). The increase in spending on products with a Rainforest Alliance label was partly due to the merger between Rainforest Alliance and UTZ Certified in 2018. A new standard and logo was subsequently developed under the Rainforest Alliance name. The growth of On the Way to PlanetProof was mainly due to expansion in the supermarket channel. Consumers spent the most on products with the Beter Leven label (about €3.2 billion), followed by Organic (€1.6 billion). Rainforest Alliance certified products followed with €1.3 billion.

View the Sustainable Food Monitor (Dutch only)

Wur.nl/en

The Sustainable Food Monitor scrutinises consumer spending on products with a sustainability label in three sales channels: supermarkets, food service (such as hospitality and catering businesses), and specialty shops that sell sustainable food. The labels included in the study were ASC, Organic, Beter Leven, Fairtrade, MSC, On the wayto PlanetProof, Rainforest Alliance, UTZ Certified, and Vrije Uitloop.