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 food habits healthier and more sustainable. With Superlist, we help supermarkets seize this opportunity.
Superlist started in 2019 in the Netherlands. Following the first Superlist on the theme of health, published in October 2020, new Superlists will be published periodically, each focusing on a different theme. Superlist Green Netherlands, will be published end of May 2021.
A feasibility study for Superlist Sweden will be conducted in 2022.
End of August the first Superlist pilot outside of the Netherlands will start. For Superlist UK Questionmark will assess the four largest supermarket on the volume of High Fat Sugar Salt (HFSS) products in the promotions and we will look at the share of meat promotions and the availability of relevant information on the provenance of meat products. For Superlist UK we partner with ShareAction and Eating Better.
On 16 August 2021, we have started the national comparison study on animal welfare in supermarkets. The research "Superlist Animal Welfare" investigates to what extent supermarkets take their responsibility to minimize animal suffering in the foodsystem. For this research, Questionmark collaborates with World Animal Protection. The results will be published in December 2021.
Our latest Superlist is "Superlist Green", focusing on the theme of environmental sustainability. For Superlijst Green, we have investigated the eight largest Dutch supermarkets. This time, the subjects of research focussed on the extent to which they set themselves goals for reducing the sale of animal proteins, making plant based products the easiest choice, choosing products from sustainable agriculture, stimulating the sale of seasonal fruit and vegetables, providing insight in the packaging used, how they prevent deforestation in the soy chain and to what extend they offer fish products with acceptable certification labels.
The first Superlist Netherlands focused on Health. During the summer of 2020, Questionmark has investigated 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?
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.
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.