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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.


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


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.


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

Prioritisation Graphs 

The graphs display which sustainability attributes consumers find most appealing and are most willing to pay a premium for in the priority categories. The horizontal axis is based on the overall appeal of this sustainability measure in this sector, the vertical axis shows the extent to which people would be willing to pay more for this benefit. 

Hover over each datapoint for more information and navigate to other categories by clicking the right or left arrow on the navigation bar below each graph.