Dutch consumers embrace sustainability, despite economic challenges

Rotterdam, 5 June 2025

More than four in ten Dutch people (43%) think that whether or not to buy sustainable food makes little difference to the environment. A modest majority (57%) believes it does make a difference. It is mainly young people (67% under 30 years of age vs. 55% of people over 30) and higher educated people (67% vs. 52% middle and less-educated) who are more likely to believe in a positive effect on the environment.

Definition of sustainability differs among consumers

Almost half of Dutch people (46%) say that sustainability is important to them. But opinions differ on what they mean by (more) sustainable food. More than half of Dutch people think of (more) sustainable food as organically produced products (54%). Seasonal (48%) and/or sustainably packaged products (46%) are also considered by many to be (more) sustainable.

More than half of the respondents (57%) qualify sustainable food as products coming from local producers.

Low trust in sustainability quality marks

Only a third of Dutch people (34%) say they trust quality marks and labels that relate to sustainability. Trust is highest among young people under the age of 30 (46%) and lowest among people over fifty (28%).

A large majority of Dutch people (85%) sometimes doubt whether sustainability statements on packaging are really true. Almost half of Dutch people (45%) indicate that they would like information about the origin of ingredients to make sustainable choices in the supermarket more feasible. Another third of respondents (35%) would like to have more insight into the environmental impact of sustainable food. Three out of ten Dutch people (30%) feel the need for price comparisons with non-sustainable products.

"A future switch to QR codes on packaging offers a unique opportunity to better inform consumers about sustainability and origin. This innovation can increase transparency and strengthen consumer involvement in a sustainable food chain," says Randy Jagt, Future of Food lead at Deloitte.

Environment and health drive sustainable choices

The main reasons for making (more) sustainable choices in the supermarket are environmental and/or health considerations. Beliefs that there are fewer artificial additives (37%) and/or better quality (36%) also influence the choice for a (more) sustainable product in the supermarket.

More than half of consumers (53%) indicate that discounts or offers are their key motivators to purchase sustainable food products in the supermarket. On the other hand, price is also an important reason for three-quarters of respondents (74%) to choose non-sustainable foods in the supermarket. More than eight out of ten Dutch people (84%) sometimes doubt whether a higher price for sustainable food is necessary.

Doubts and habits drive non-sustainable choices

A third of Dutch people (32%) indicate that they sometimes choose non-sustainable foods in the supermarket merely out of habit. In addition, a quarter of consumers (26%) sometimes doubt whether a more sustainable product is actually more sustainable. Higher educated people are more likely to question this than middle and less-educated people (31% vs. 24%).

More than one in five Dutch people (22%) indicate that they (sometimes) opt for non-sustainable food products in the supermarket because, according to them, there is no good sustainable alternative available.