About 70 percent of our daily food comes from the supermarket. Supermarkets thus have an immense impact on our dietary pattern. In the past few years, supermarkets have jointly pledged to make healthy food the easier choice, a pledge that has been recorded in the National Prevention Agreement.
Superlist is a biennial recurring comparison of supermarkets, which reveals what supermarkets are doing to help their customers choose the healthy and sustainable option. In this first edition we focus on the theme of Health. The main question in this survey is: to what extent do supermarkets, as an environment for daily food choices, stimulate a healthy dietary pattern?
To elucidate this issue, Questionmark prepared a research method in collaboration with the Diabetes Fonds, Hartstichting, Maag Lever Darm Stichting and Nierstichting under the supervision of a Council of Scientists.
Prior to initiating the research, supermarkets were given the opportunity to comment on this method. In June 2020 the definitive version was published and the research period began, which continued until August 19. The research method focussed on the objectives that the supermarkets set for themselves for health, the share of healthy products on offer and in the advertising folder, and the extent to which they made the healthy choice easy to find on the shopfloor. The picture that emerged from the research could be summarized in four main findings.