Our impact
Driving change in the food system
Every benchmark we publish, every dialogue we facilitate, every policy we push: it moves something. On this page, we track what changes as a result of our work.
Download impact reportMeasuring what matters
Questionmark works at the intersection of research, market dynamics, and policy. Our impact isn't a single moment, it's a ripple effect: every benchmark reveals new insights that spark competition. Every dialogue builds commitment and collaboration, and together they shape new regulations for a better food system.
We map that progress across three domains: health, environmental sustainability, and human rights.
2025 in numbers
Health
Shaping what ends up in the basket
Supermarkets don't just sell food: they shape what people eat. Through our research on alcohol promotions, unhealthy multi-buy deals, and product assortment, we push retailers and governments to take responsibility for the food environment they create.
What changed in 2025
- The Dutch Secretary of State, Vincent Karremans, wrote a letter to parliament committing to stronger agreements with supermarkets on healthy product sales
- A Dutch Parliament Member questions alcohol promotions in supermarkets following our research
- Multi-buy promotions on unhealthy products entered national public debate in the Netherlands, backed by our research and collaboration with civil society partners including Consumentenbond and Foodwatch
Environmental sustainability
Raising the bar across Europe
From climate targets to protein transition, we benchmark what supermarkets report and with that, we support them to take more responsibility for environmental sustainability. In 2025, we expanded our work to Germany, home to four of Europe's five largest retailers.
Signs of progress in 2025
- Albert Heijn (NL) became the first supermarket globally to report methane emissions
- Many supermarkets reported protein splits, including Rewe and Aldi Süd (DE), Delhaize (BE); Rewe and Ahold Delhaize (international) also set targets.
- Lidl (NL) published its climate roadmap
- 5 out of 6 Dutch supermarkets have set a climate target; 5 out of 6 have an organic sales target
- The Dutch government expanded the Sustainability Dashboard for Supermarkets to include organic sales
- Jumbo called on fellow supermarkets to stop price promotions on meat
Human rights
Fair pay from farm to shelf
Food supply chains have a structural issue: farmers, workers, and women are systematically underpaid. With European due diligence legislation on the way, our benchmarking makes clear that retailers can no longer look away.
What changed in 2025
- Jumbo committed to ensuring a living income for all private label cocoa products by 2029, with 50% of the assortment covered by 2027
- 10 Belgian and Dutch supermarkets engaged with Questionmark's framework ahead of the Superlist Social 2026 publication
- The Corporate Sustainability Due Diligence Directive (CSDDD) is shaping how supermarkets approach responsible procurement, our benchmarking prepares them for what's coming
"This recognition and this report are not an endpoint, but rather a motivation to create even more impact." Peter de Roos, CEO Lidl Netherlands
“Reports like Superlist Green keep the conversation about sustainability going, something we can only encourage.” Spokesperson Albert Heijn
Three pathways. One goal.
Race to the top
We benchmark Europe's largest retailers and combine our research with civil society campaigns and strategic media exposure to spark competition.
Collaborative action
We bring retailers, suppliers, and market authorities together to exchange insights and work toward shared sector agreements.
Institutionalisation
We advocate for government monitoring and a level playing field through public debate and direct policy advice.
Read the full story
The Impact Report 2025 details our projects, results, and the market movements we contributed to.
Download impact reportWant to make this possible in 2026?
Questionmark is an independent think tank, funded entirely through philanthropic donations. No government funding, no commercial interests — just rigorous research in service of a better food system. Your support helps us publish more benchmarks, facilitate more dialogues, and push for stronger regulation across Europe.