Monitoring consumer behaviour
About this expertise
In short- Monitoring consumption patterns
- Motives and drivers
- Different consumer groups
Understanding consumer behaviour is essential to promoting healthier and more sustainable choices. Wageningen University & Research conducts research on consumption patterns: what people consume, why, when, and where. We study how behaviour and motivation evolve over time and what factors shape this development.
We conduct research on consumer decision-making and the motives behind it. How do consumers balance health, sustainability, price, taste, and convenience? What influence do emotions, habits, skills, and social norms have? Our research provides insight into differences between consumer groups and the circumstances that shape decision-making. This enables policymakers, retailers, foodservice companies, and food producers to better understand what hinders or encourages healthier and more sustainable choices.
Explore our monitors
The Agrifood Monitor surveys public appreciation of the agri- and food sectors. Wageningen University & Research has conducted this survey every two years since 2012, and annually since 2020. A representative panel of more than 3,500 Dutch citizens indicates how they value the agriculture and food sectors.
Launched in June 2025, the BioMarktMeter tracks quarterly consumer demand, sales, prices, and perceptions of certified organic products in supermarkets and foodservice. The monitor is published in cooperation with Statistics Netherlands (CBS).
The Sustainable Food Monitor maps consumer spending on certified sustainable products across three sales channels: supermarkets, foodservice (such as hospitality and catering), and specialty stores. Data is based on sales of products carrying independently verified sustainability labels.
The Protein Monitor is an annual study measuring progress towards the Dutch government’s target: a balanced consumption ratio of 50% animal and 50% plant-based proteins. This monitor combines survey data and analytics to provide insights into Dutch protein consumption behaviour.
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Get in touch with our expert
Do you have a question about monitoring consumer behaviour or opportunities to work with us? Please get in touch.
dr.ir. MF (Mieke) Weegels
Team Lead Consumer Research