Supermarket shoppers are happy to make healthier choices but don’t want to be patronised

Scientists at the University of Groningen (RUG), in collaboration with the Top Sector Agri & Food, Wageningen University & Research (WUR) and the Dutch supermarket industry, have studied consumer trends over the past five years. The research aimed to gain insight into the challenges supermarkets face in promoting healthy and sustainable choices, under the title ‘Transparent, Healthy and Sustainable’. The results of the research were recently presented. They show that consumers appreciate help in making responsible choices, but do not want to feel forced.

Supermarkets benefit from empowering customers to make responsible choices and can take advantage of the research findings. Greater transparency about the health and sustainability of products, for example through the Nutri-Score label, can help consumers. However, other measures such as promotional activities are also needed to encourage consumers to buy healthy products. As consumers buy the majority of their food in supermarkets, it is essential that supermarkets play a role in promoting healthy habits. While there is still a demand for unhealthy products, it is not realistic to completely remove them from the shelves. Therefore, in order to encourage healthy choices, supermarkets need to try other ways.

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