Client:
Bionext, Dutch Organic Trade Organisation
Brief:
Gain insight on how Dutch consumers perceive organic foods and find an intervention that will effectively stimulate the sale of organic foods. The insights were used in a press-release to kick-off the Biokennisweek (Organics knowledge week) 2022.
Our approach:
We designed a questionnaire which among other things included a mini communication experiment: participants were shown three different messages about organic food production. They were then asked about their attitudes and willingness to pay a 10% or 20% mark-up for organic versus ‘regular’ foods. We also shared our pre-existing knowledge about perception of organic food from the Food Forum, our conscious consumer community.
Findings in a nutshell:
Consumers are willing to pay more for organic food, if they understand why organic food is more expensive. Consumers who learned that organic agriculture is more expensive for farmers to maintain, for example due to labour intensiveness as well as more living space for animals, were more likely to view organic products positively than the control condition (75% vs 52%) and pay the 10% mark-up (45% vs 35%).
Picked up by media:
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.
