Hit enter to search or ESC to close

Netherlands

Key Takeaways

  1. The Netherlands is considered a very mature market when it comes to sustainability, given the strong NGO voice and high levels of activism in the market. ​

  2. However, for mainstream consumers, it is not a lead consideration. This does not negate the importance of “getting it right” in this market. While sustainability is cited as a relatively low priority for shoppers, the availability and prominence of high-welfare and sustainable options in the market mean that high standards are important. ​

  3. Alongside packaging, the Dutch consumer considers that "closer to natural" is the shorthand for sustainable. These prominent indicators of sustainability credentials are in line with many other Western markets.

  4. A notable factor in consumers’ choices in this market is cost; this is a limiting factor for many when it comes to choosing sustainable options; 3 in 4 consider them to be too expensive. However, sustainable products are becoming increasingly mainstream meaning this perceived impact of price will decline.

46%​

Of Dutch consumers believe that the choices they make on what they eat has a negative impact on the environment, higher than the global average, suggesting a higher awareness in this market of the importance of sustainability in food and drink

74%​

Say they would like to buy more sustainably-produced food and drink but it is too expensive

26%​ of Dutch seafood buyers are

willing to pay a premium for seafood with MSC or similar certification

...ahead of any other attribute

Priority Sectors

  1. For beef there is great potential for grass-fed, welfare and quality assurance to drive preference for Irish; as we also see for dairy and lamb.
  2. Seafood choice is most likely to be influenced by MSC (or similar) certification.

29%​

Of Dutch beef buyers are willing to pay a premium for beef that has high animal welfare standards, ahead of any other sustainability attribute