Food promotion almost always for unhealthy food

Retailers, especially supermarkets, spend nearly €500 million on marketing every year in the Netherlands. More than three-quarters of their marketing budgets go to unhealthy products. No more than 13 percent of the budget goes to healthy products. This was revealed in a research commissioned by the Dutch Ministry of Public Health, Welfare and Sports. 

From our own research we also know that the majority of food advertising is directed towards unhealthy and unsustainable food. Questionmark’s research has shown that over 80% of food promotions are for unhealthy food.

Questionmark would like to see marketing budgets directed to promote healthy and sustainable diets. With our programme we focus on responsible advertising, we contribute to a transformation leading to responsible promotion of food.