Agrifood Monitor
The Agrifood Monitor is one of the few studies that shows how consumers perceive the Dutch agriculture and food sectors. The research not only provides insight into levels of appreciation but also into how these change over time and which factors influence them. This makes the Agrifood Monitor particularly suited to identifying major trends and shifts.
The Agrifood Monitor is an annual survey of public appreciation of the agriculture and food sectors, conducted by Wageningen University & Research. Since its launch in 2012, the study has been carried out among a representative panel of more than 3,500 Dutch citizens. Until 2020 the survey was conducted biennially; since then it has taken place annually. The research is funded by the Top Sector Agri & Food.
What makes the Agrifood Monitor unique is that it reveals differences over time between the agricultural sectors, retail and the food industry. In addition, it examines which factors explain public appreciation and offers recommendations on how to strengthen societal support.
“The monitor is increasingly important for identifying trends,” says researcher Mariët van Haaster-de Winter. “Thanks to the annual survey we have more room for in-depth questions. We want to understand levels of appreciation, track trends over time and suggest ways for the sector to reinforce its standing.”
A current theme each year
Every Agrifood Monitor, alongside its core task of measuring public appreciation of the agriculture and food sectors, includes a current issue.
In the most recent edition (2025), consumers were asked about their food resilience and behavioural responses to changes in the food environment. This time, a representative group of young adults was also included.
The Agrifood Monitor is also available on our Agro & Food Portal.
Do you want to read about trends in consumer appreciation of the agri- and food sectors?
Contact
Do you have a question about the Agrifood Monitor? Ask our expert:
ir. MA (Mariet) van Haaster-de Winter
Sr. Researcher Consumer behaviour and Supply Chains (Agri and Food)
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