Our research products
We help you understand how consumers make food choices, combining our knowledge on sustainable and healthy food with methodogical rigor and pragmatism. Check some of the services we offer here:
Concept Test
Do you have an early stage product or idea you need to validate? Present your innovative idea to real consumers and received unbiased feedback.
School of Trends
Understand what’s happening in your categeory, now and in the future. Be inspired by 100+ examples of future-proof products.
Communication Research
Communicating your future-proof product with the right message is key. Discover how effective your message is for your audience.
Food Profiles
Find the audience with the highest potential for your brand. Understand what they want and develop effective campaigns and successful products.
Usage & Attitude Study
Dive deep into your product category and understand what it means to consumers and get the best building blocks for future-proof product development.
Food Forum
Explore any subject with our community of conscious foodies in the Netherlands. An efficient way to discover meaningful consumer insights.
Some of our clients and partners:
What’s on our minds
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The future of meat might be here, but are we ready to take a bite?
Innovations like cultivated meat and precision fermentation promise to deliver ethical meat products with less environmental impact – all without compromising taste. The all important question is: will consumers actually eat these foods?
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Introducing our School of Trends
What is happening in your category? Now and in the future? Our School of Trends is ready to provide you with a clear and inspiring answer.
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Broodje Nijmegen
Broodje Nijmegen is a new sandwich featuring local farmers from the Nijmegen region. Sandwiches are a regular part of lunch in the Netherlands and with this familiar product the agricultural sustainability transition is made tangible and scalable.
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Fight food waste or buy a treat: what do consumers want?
SUNT rescues perfectly good bananas that don’t meet our society’s beauty standards, and turns them into delicious baked-goods, such as banana bread and oven-baked banana donuts.
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“Sometimes it’s better not to communicate about sustainability at all”
Seven years ago, Durk Bosma decided to work exclusively for brands and organizations that aim to leave a better world behind. Since 2019, he has been doing this through his agency, Future of Food Institute.
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Let’s stop talking about ‘sustainability’
Sustainability has become a hollow, overused term. So overused that there had to be legislation on when companies can and cannot use the term. Let’s use the term ‘future-proof’ instead.
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The Disappointed Golden Egg awards
Have you also noticed shrinkflation? Maybe you feel like you get less product for the same price? What about the skimpflation? Maybe you get a lesser quality product for the same price? Foodwatch Nederland held an awards cermony calling out this year’s most misleading food products.
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Concept testing for a soda brand that uses a novel ingredient: cocoa juice
Kumasi is a soda drink made from the fruit pulp around the cocoa bean. Kumasi helps farmers earn 30% additional income by selling their cocoa pulp, which would otherwise be wasted. But to what extent does this story resonate with consumers?
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Consumers are concerned about health risks of ultra-processed food
The latest findings from the EIT Food Consumer Observatory shed light on the complexity of consumers’ food choices and the controvery surrounding ultra-processed foods.
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Sweet like sugar: Dutch consumers are not alone in doubting the effectiveness of the sugar tax increase on soft drinks
A new flat-rate tax increase has been announced for sugary drinks in the Netherlands. Feedback from consumers and lessons in the UK indicate that this measure is a missed opportunity.
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Juntos Farm
Juntos Farm is a regenerative project that puts people at its core. Not only is community one of the key principles of their work, they also make sure to engage consumers on two aspects that really make a difference in food choice: taste and healthiness.
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Five years later, is there evidence that the Nutri-score leads consumers to healthier food choices?
Five years after the Nutri-score was first introduced in Dutch supermarkets, the certification has made its mark on hundreds of products in supermarkets. The question remains: does it guide consumers toward choosing healthier foods?
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Why is it that many sustainable food brands are not so successful?
Better to have a brand that fits perfectly with a small target group than one that fits a little bit with everyone. Choosing the right target audience is critical for sustainable food brands.
THE WINE PACK, a sustainable wine brand, asked Future of Food Institute to perform a packaging test for their two potential new designs.
“The people at Future of Food Institute expertly and quickly helped us test our packaging and communication. The study revealed interesting areas for improvement, which we will definitely implement. The cooperation was particularly pleasant, the report was clear and to-the-point. In short: highly recommended if you want to know how your sustainable product is perceived by your target group and how you can improve it.”
Our expertise
We are experts in sustainable food marketing and innovation. We understand how consumers make food choices. Because we are in the center of the European food system we know what is going on.
Types of research we do
We are experts in consumer research. Our research approach combines methodological rigour and pragmatism and is founded on decades of hands-on experience in the insights world.
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
