Almost all of us are working on it:healthier living. Whether it's about eating healthier (66%), losing weight (45%) or getting fitter (73%). Almost all Dutch (91%) are interested in one or more of these themes, according to research by the Consumers' Association. But it remains a challenge to maintain a healthier diet. The (unhealthy) supply and the lack of clarity that consumers experience in the supermarket play a major role in this. For example, more than half (56%) think that the range in the supermarket should be healthier and another 69 percent think that labels should indicate more clearly whether the product is healthy or not.
“Healthier offer and less temptation please.”
“At the Consumers' Association, we are constantly working to expose ambiguities, especially with regard to misleading labels, at supermarkets, food manufacturers and the government. The jumble of claims does not make it any easier for the consumer; 46 percent indicate that they do not believe everything that is written on the labels. Extremely frustrating for the many Dutch people who would like to make a healthy choice in the supermarket. That is why we cannot wait for the independent food choice logo Nutri-Score** to make its official appearance in the Dutch supermarket in 2021,” says Sandra Molenaar, director of the Consumers' Association.
But it's not just the labels that consumers see as a barrier to eating healthier. For example, 61 percent think there should be less advertising for unhealthy food. For 56 percent of the respondents, the offer in the supermarket must also be healthier. For example, sugars and salt are still excessively present in many products. The unhealthy range also affects consumers who would like to eat healthier. About 60 percent indicate that they are hindered by unhealthy temptations. This percentage is even higher for consumers who want to lose weight, namely 67 percent.
Healthy food expensive image
58 percent believe that healthy food is more expensive than the unhealthy choice. It is therefore not surprising that a healthier diet and weight loss are hindered by almost three in 10 respondents because it is considered too expensive. But if you do a good search in the supermarket, you can certainly put a healthy meal on the table for a good price. Buy seasonal vegetables or fruit, for example.
“Looking at the results of our research shows that we still have a lot to gain in the supermarket when it comes to making it easy for consumers to make healthy choices”, said Molenaar.
Consumer association helps to make healthy choices
To give consumers a push in the right direction, the Consumers' Association is starting the 'Healthy Choice' campaign this week. For ten weeks they inform consumers about nutrition, fitness, balance and rest. With a 10-part e-mail series and online events, they make it a bit easier for consumers to make healthy choices for a healthy and balanced life in the supermarket and beyond. Go to the website of the Consumers' Association to register.
