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. 

Have you seen or heard a sustainability claim?

Report any claims with regard to the environment, human rights or animal welfare at the Contact Point Food Claims. 

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

Stay up to date about our Superlist projects and findings

How do Dutch supermarkets contribute to sustainable food?

Superlist Green the Netherlands 2023

How do Dutch supermarkets make sustainable food the easy choice?

Superlist Green in the Netherlands compares Dutch supermarkets on their contribution to a sustainable food system. The issues researched in this Superlist are the protein transition, nature inclusive agriculture, sustainable packaging and climate plans.

With insights from our research, our facilitating role in shaping collaborations and as a driver of political and public debate we create the conditions through which systemic change can occur.

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Dutch government takes on monitoring retailers’ sustainability performance

In 2024 the Dutch Ministry of Agriculture, Nature and Food Quality will launch a public dashboard that provides insight into supermarkets' progress on sustainability. The ministry uses Questionmark's knowledge and expertise, in particular that within the Superlist program, in developing the dashboard. Moreover, Questionmark supports the ministry in assessing support for the new dashboard with Dutch civil society.

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.

How do Dutch supermarkets encourage a fair food system?

How do Dutch supermarkets support a fair food system?

Superlist Social the Netherlands 2023

Superlist Social 2023 is the first Superlist on human rights. This research compares Dutch supermarkets bi-annualy on their contribution to a fair food system. The seven largest supermarkets (Albert Heijn, Aldi, Dirk, Ekoplaza, Jumbo,  Lidl and Plus) are included in this research.

Stay up to date about our projects and findings

A harmonised method to monitor the protein transition in supermarkets

Monitor protein transition

A harmonised method to monitor the protein transition in Dutch supermarkets

A collective movement to encourage more plant-based consumption

Industry agreement protein transition

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 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. 

Do Swedish supermarkets make healthy food the easy choice?

Superlist Health Sweden 2022

This Superlist Health researches the role Sweden’s largest supermarkets play in creating a healthy food environment. This role is assessed based on the share and type of promotions specifically aimed at unhealthy food.

The supermarkets with the largest market share are researched: Coop, Hemköp, ICA and Willys.

All projects

A fair living

Hotline Food Claims

Superlist Green The Netherlands 2023

Sustainability Dashboard

Kids Food Guarantee

Superlist Social The Netherlands 2023

Monitor protein transition 2023

Sector agreement protein transition 2024

Meat Promotion and Overconsumption

Organic in the supermarket

Food Promotion and Health

Superlist Health Sweden 2022