Our programmes focus on leveraging the power of two sectors which are very influential in the food system: retail and advertising. 

Programmes to leverage the power of two sectors which are very influential in the food system: retail and advertising.

Programmes

Are the healthiest food products for children also the most affordable food products?

In the face of rising food prices and food insecurity, supermarkets should have a set of actions in place to ensure healthy affordable food is available to all children. Questionmark partnered with the Food Foundation to research whether the healthiest food products also the most affordable food products?

In the coming year, the prices of several staple food products will be compared on the affordability of healthy products. Ideally, the cheapest products would be those with the best high profile: low in sugar and low in price. In addition, healthy products are abundant in multibuy promotions.

What do we know about the price structure of food?

A fair price for food

The affordability of food is suddenly a key topic in public and political debate after years of relatively stable food prices. The intransparency of how prices are established in the food chain complicates the matter. With this project, we give insight in how we can keep food affordable, how to distribute money in the chain and what is needed to ensure food producers can earn a fair living. We focus specifically on the price structure of food at the end of the chain, mostly within the supermarket. 

A harmonised method to monitor the protein transition in supermarkets

Monitor protein transition

A harmonised method to monitor the protein transition in Dutch supermarkets

What measures are supermarkets taking to achieve protein transition targets?

How do Dutch supermarkets help accelerate the protein transition?

Benchmark Protein Transition


The protein transition is developing rapidly and is high on the agendas of supermarkets, government and civil society. Supermarkets have taken an important step by setting targets on the sale of plant-based and animal proteins. 


To monitor retailer’s developments, this project launches an intermediary measurement between bi-annual Superlist Green publications. This benchmark wil monitor what supermarkets are doing individually to realise the targets they have set.

Consultation period methodology

Publication methodology

Data collection period

Publication report

UK Retail Food Promotions

Questionmark researched the health and sustainability of food promotions in the UK. This is a collaboration with the Food Foundation for their flagship reports on the food system in the UK

Broken plate report

How child friendly are Dutch supermarkets?

Child friendly supermarkets

In partnership with Unicef, this project researches the child friendliness of supermarkets. In a child friendly supermarket, the needs, priorities and rights of children are an integral component in supermarkets' policy, assortment and promotions. Considering 1 in 8 children is overweight or obese, a justified question is: to what extent do Dutch supermarkets support children to eat healthy?

How does marketing encourage the overconsumption of meat?

Multi-buy promotions and meat

How does food promotion encourage the overconsumption of meat?

Retailer promotions encouraging customers to buy more food - such as ‘Three for the price of one’ and ‘Buy one get one free’ - are the backbone of food marketing. But these promotions encourage people to buy - and eat - more food than they had planned to. This overconsumption is also driving food waste, and a host of other societal issues, including preventable disease, deforestation and climate change. 

This project is looking into how supermarkets in The Netherlands and other European countries promote meat consumption. We work with experts from the food industry, science, government and civil society, to gain insight into recent developments and functioning - and offer practical solutions to policymakers. 

How affordable are plant-based meat substitutes?

Questionmark researched the price differences between meat and meat substitutes in Dutch and Belgian supermarkets. To encourage the protein transition, meat substitutes should be affordable and comparable in price to meat counterparts. The prices of meat and meat substitutes are compared in the largest supermarkets.

Price differences meat and meat substitutes

How can supermarkets encourage the growth of the organic market?

Supermarkets as key players to support the growth of organic products.

Organic in the supermarket

The organic market share in the Netherlands is far below national and European targets. At the moment, it is up to consumers to choose between organic and regular food products. Supermarkets hold a key position between thousands of farmers and producers and millions of consumers. With their product range, marketing and price strategy, and placement of products they pull at the strings of the organic market.

How does marketing encourage the overconsumption of unhealthy food?

How do supermarkets use multi-buys to encourage unhealthy food consumption?

Multi-buys and unhealthy food

How does food promotion encourage the overconsumption of unhealthy food?

Retailer promotions encouraging customers to buy more food - such as ‘Three for the price of one’ and ‘Buy one get one free’ - are the backbone of food marketing. 

This project looks into how supermarkets in The Netherlands use multi-buys. By talking with experts from the food industry, science, government and civil society, we will gain insight into recent developments and functioning of food promotion. We aim to create awareness of and support for the issue among key figures. We will then offer practical solutions to policymakers. 

All news

Programmes

Kids Food Guarantee

A fair living

Monitor protein transition 2023

Benchmark Protein Transition

UK retail food promotions

Child friendly supermarkets

Meat Promotion and Overconsumption

Price differences meat and meat substitutes

Organic in the supermarket

Food Promotion and Health

Calendar

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