Jun 12, 2019

Healthy and Sustainable – The Easy Choice

Healthy and sustainable food should be the easiest choice in every supermarket. Superlist is a multi-year research project that provides insight into what supermarkets are doing to help their customers choose healthy and sustainable food. Superlist also shows which supermarkets are leading the way and which lag behind, and what they can do to improve their position. Supermarkets influence to a large extent what their customers buy. This gives them the opportunity to make Dutch food habits healthier and more sustainable. With Superlist, we help supermarkets seize this opportunity.

Over the next few years, four Superlists will be published periodically, each focusing on a different theme:

  • Health (2020)
  • Environment (2021)
  • Human Rights (2021)
  • Animal Welfare (2022)

Health 2020

The first Superlist focuses on the Health theme. During the summer of 2020, Questionmark will investigate how supermarkets compare on questions such as: How healthy is the product assortment? Does the layout of the store facilitate healthy shopping? How healthy is the promotional brochure?

For this study we are working together with four civil society organisations representing health interests: the Heart Foundation, the Diabetes Research Foundation, the Kidney Foundation, and the Stomach Liver and Bowel Foundation.

Superlist research method for Health 2020
› Nationwide: comparing health of supermarkets has started (not available in English)

Scientific Board

The research method for each Superlist is drawn up under the supervision of the Scientific Board. The experts on this Board ensure that the comparison of supermarkets is fair and contributes to the improvement of the food system.

› Scientific Board

Research Method

We have a specially developed research method for researching and comparing supermarkets within the the Superlist research framework. This consists of a general research framework and specific comparative criteria for each theme. We draw up both components in collaboration with our Scientific Board, civil society organisations and with input from supermarkets.

› Research method

Preliminary Study

In 2019, Questionmark conducted a preliminary study into the feasibility of Superlist, in collaboration with the Dutch Food Transition Coalition. The result was a brief survey of differences between supermarkets. One of the findings - the fact that 80% of supermarket offerings are unhealthy - led directly to parliamentary questions and contributed to State Secretary Blokhuis of VWS (Public Health, Welfare and Sport) discussing improvements with supermarkets.

Superlist preliminary study

Het Superlijst rapport ontvangen?


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