Agrifood Monitor 2025: Dutch consumers can take a hit

The monitor shows that habits play a major role in our purchasing behaviour. When something changes in the supply or production of food and drink, most people prefer not to adjust their behaviour: they buy the same products in the same quantities. They are less likely to buy less or less often, or to switch to an alternative product. Price and taste are the main factors in these choices; health is less influential. Only when the food environment changes for a longer period do habits begin to shift.

Food resilience as a quiet strength

This anniversary edition of the Agrifood Monitor – an annual survey among more than 3,500 consumers (see box) – focuses on food resilience: the ability of consumers to adapt to changes in their food environment. Such changes may result from climate change, which can cause price increases, reduced availability, or differences in quality.

The results show that Dutch consumers score an average of 73 out of 100 points for food resilience. Young adults aged 18 to 35 score slightly lower, at 71 points. Both groups are generally resilient, although young people sometimes find it more difficult to cope with uncertainty (one of the aspects of food resilience).

“There is no food insecurity in the Netherlands,” says researcher Mariët van Haaster-de Winter of WSER. “Even when something changes in the supply or production of food, consumers seem well prepared.” Still, she believes consumers could become more aware of their influence within the broader food system. “By choosing sustainable options, they can also contribute to a stronger and more shock-resistant system.”

Public appreciation for the sector remains high

In addition to food resilience, the Agrifood Monitor also examines public appreciation for the Dutch agri-food sectors. That appreciation remains stable and positive. Horticulture and arable farming score highest, followed by dairy farming and supermarkets. The fisheries, food industry, poultry and pig sectors also receive satisfactory ratings. This shows that the Dutch public continues to value the businesses that produce, process, and sell their food.

From awareness to action

The Agrifood Monitor shows that Dutch consumers are resilient. Many realise that their food environment can change, yet most do not feel personally affected. According to Van Haaster-de Winter, this gap between awareness and action offers opportunities:

“Communication campaigns can provide consumers with more tools to act. Simple interventions, such as product-swap cards in supermarkets, tips to reduce food waste, or suggestions for alternatives, can help consumers respond more easily and quickly to change.” Such tools are already proving effective in practice.

When consumers become more food resilient, the benefits extend throughout the supply chain, the researchers note. Resilient consumers more readily choose sustainable alternatives. This enables investment in sustainable production and contributes to a more robust food system.

Launch during Dutch Food Week

The results of the Agrifood Monitor 2025 will be presented on 8 October during the Dutch Food Week (Week van Ons Eten) at the World Horti Center in Naaldwijk, which will be renamed the World Health Center for the occasion. Visitors can also take part in the National Food Quiz, where teams test their knowledge of food, food production, and health.

The full results of the Agrifood Monitor 2025 are available at www.agrimatie.nl.