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. 

Vacature Senior Corporate and Public Affairs Manager

Senior Advocacy & Communications Manager Nederland - 32-40 uur

Claims about the sustainability of food and drinks. Are they warranted?

The current food system is not future proof. We need to understand how it functions and turn around the negative trends that are pushing the boundaries of health, sustainability, human rights and animal welfare.

Problem analysis

Preventing misleading claims on sustainability

Marketing sustainability

Claims on and about food products are a means to market sustainability. These claims can drive sustainability. Misleading claims, on the other hand, lead to unfair competition and can undermine support for sustainability within business and for regulation. They can create the illusion that all is well and the food system is sustainable.

Within this project, Questionmark seeks to assess the room within legislation to claim sustainability. The Hotline Food Claims was a first step to collect all types of claims on the sustainability of food. Several potentially misleading claims were reported to the Advertising Code Committee (RCC). The goal is not to remove claims on the sustainability of food, but for food producers to make their products more sustainable.

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Child friendly supermarkets

Meat Promotion and Overconsumption

Price differences meat and meat substitutes

Organic in the supermarket

Food Promotion and Health

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Vacature Senior Corporate and Public Affairs Manager

Senior Advocacy & Communications Manager Nederland - 32-40 uur

Hotline Food Claims

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Problem analysis

Marketing sustainability

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