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","bio_promoten.svg",14593,"Perenboom.jpg","\u002Fmonitor-actieplan-biologisch\u002Fbekendheid\u002F","Doelen",{"class":46},{"children":221,"id":223,"props":233,"tag":47},[222],{"id":223,"props":224,"tag":66},50577,{"class":15,"items":225,"title":232},[226],{"ariaLabel":227,"class":15,"dataTest":228,"description":227,"icon":19,"id":229,"image":19,"imageAltText":19,"title":230,"url":231},"Informatie over de bijdrage van supermarkten aan een duurzaam voedselsysteem","link-to-18266",18266,"Dashboard duurzaamheid","https:\u002F\u002Fdashboardduurzaamheid.nl\u002F","Meer informatie",{"class":46},19117,{"class":236},"grid grid-cols-1 md:grid-cols-1 sidebar",{"class":238},"md:col-span-2 md:col-start-1 md:row-span-3",{"children":240,"id":532,"props":534,"tag":47},[241],{"children":242,"id":532,"props":533,"tag":47},[243,251,258,328,335,342,430,437,444],{"children":244,"id":246,"props":250,"tag":47},[245],{"id":246,"props":247,"tag":249},50580,{"class":15,"value":248},"\u003Ch2>Aankoopmotieven zijn in alle afzetkanalen vergelijkbaar: goede smaak, versheid, veiligheid, en gezondheid\u003C\u002Fh2>","text-control",{"class":191},{"children":252,"id":254,"props":257,"tag":47},[253],{"id":254,"props":255,"tag":249},50581,{"class":15,"value":256},"\u003Cp>\nIn alle vier de afzetkanalen noemen consumenten dezelfde belangrijkste redenen om biologisch voedsel te kopen: goede smaak, versheid, veiligheid en gezondheid. Net als vorig jaar staan deze motieven overal in de top 5.\n\u003C\u002Fp>\n\n\u003Cp>\nDaarnaast speelt betaalbaarheid een belangrijke rol in de supermarkt en online. In de biowinkel en buitenshuis is dit minder belangrijk en speelt natuurlijkheid een belangrijke rol.\n\u003C\u002Fp>",{"class":191},{"children":259,"id":261,"props":327,"tag":47},[260],{"id":261,"props":262,"tag":326},50579,{"class":15,"tabs":263},[264,281,296,311],{"components":265,"id":277,"title":280},[266],{"children":267,"id":277,"props":278,"tag":47},[268],{"children":269,"id":271,"props":276,"tag":47},[270],{"id":271,"props":272,"tag":275},50611,{"class":15,"datasetId":273,"visualisationId":274},4469,4501,"visualisation-control",{"class":46},19130,{"class":279},"grid grid-cols-1 md:grid-cols-1 ","Supermarkt",{"components":282,"id":293,"title":295},[283],{"children":284,"id":293,"props":294,"tag":47},[285],{"children":286,"id":288,"props":292,"tag":47},[287],{"id":288,"props":289,"tag":275},50610,{"class":15,"datasetId":290,"visualisationId":291},4468,4500,{"class":46},19131,{"class":279},"Online",{"components":297,"id":308,"title":310},[298],{"children":299,"id":308,"props":309,"tag":47},[300],{"children":301,"id":303,"props":307,"tag":47},[302],{"id":303,"props":304,"tag":275},50608,{"class":15,"datasetId":305,"visualisationId":306},4466,4498,{"class":46},19132,{"class":279},"Biowinkel",{"components":312,"id":323,"title":325},[313],{"children":314,"id":323,"props":324,"tag":47},[315],{"children":316,"id":318,"props":322,"tag":47},[317],{"id":318,"props":319,"tag":275},50609,{"class":15,"datasetId":320,"visualisationId":321},4467,4499,{"class":46},19133,{"class":279},"Buitenshuis","tab-control",{"class":191},{"children":329,"id":331,"props":334,"tag":47},[330],{"id":331,"props":332,"tag":249},50583,{"class":15,"value":333},"\u003Ch2>Alleen bij biowinkel staat ‘goed voor de natuur’ bovenaan\u003C\u002Fh2>",{"class":191},{"children":336,"id":338,"props":341,"tag":47},[337],{"id":338,"props":339,"tag":249},50582,{"class":15,"value":340},"\u003Cp>\nIn alle afzetkanalen koppelen consumenten biologisch voedsel aan de aspecten ‘bevat geen pesticiden’, ‘geen toevoeging van chemische kleur-, geur-, en smaakstoffen’, en ‘is goed voor de natuur’. Deze staan net als vorig jaar in de top 5 van meest geselecteerde aspecten voor alle afzetkanalen. ‘Goed voor de natuur’ staat voor wat betreft de biowinkel bovenaan. \n\u003C\u002Fp>",{"class":191},{"children":343,"id":345,"props":429,"tag":47},[344],{"id":345,"props":346,"tag":326},50578,{"class":15,"tabs":347},[348,369,389,409],{"components":349,"id":367,"title":310},[350],{"children":351,"id":367,"props":368,"tag":47},[352,360],{"children":353,"id":355,"props":359,"tag":47},[354],{"id":355,"props":356,"tag":275},50584,{"class":15,"datasetId":357,"visualisationId":358},4458,4502,{"class":46},{"children":361,"id":363,"props":366,"tag":47},[362],{"id":363,"props":364,"tag":249},51731,{"class":15,"value":365},"\u003Cp>\nDe top 10 van het betreffende jaar is leidend voor de weergave van de waarden. Historische data worden alleen getoond als deze daarin voorkomen.\n\u003C\u002Fp>",{"class":46},19119,{"class":279},{"components":370,"id":387,"title":280},[371],{"children":372,"id":387,"props":388,"tag":47},[373,381],{"children":374,"id":376,"props":380,"tag":47},[375],{"id":376,"props":377,"tag":275},50585,{"class":15,"datasetId":378,"visualisationId":379},4461,4505,{"class":46},{"children":382,"id":384,"props":386,"tag":47},[383],{"id":384,"props":385,"tag":249},51729,{"class":15,"value":365},{"class":46},19120,{"class":279},{"components":390,"id":407,"title":295},[391],{"children":392,"id":407,"props":408,"tag":47},[393,401],{"children":394,"id":396,"props":400,"tag":47},[395],{"id":396,"props":397,"tag":275},50586,{"class":15,"datasetId":398,"visualisationId":399},4460,4504,{"class":46},{"children":402,"id":404,"props":406,"tag":47},[403],{"id":404,"props":405,"tag":249},51730,{"class":15,"value":365},{"class":46},19121,{"class":279},{"components":410,"id":427,"title":325},[411],{"children":412,"id":427,"props":428,"tag":47},[413,421],{"children":414,"id":416,"props":420,"tag":47},[415],{"id":416,"props":417,"tag":275},50607,{"class":15,"datasetId":418,"visualisationId":419},4459,4503,{"class":46},{"children":422,"id":424,"props":426,"tag":47},[423],{"id":424,"props":425,"tag":249},51732,{"class":15,"value":365},{"class":46},19129,{"class":279},{"class":191},{"children":431,"id":433,"props":436,"tag":47},[432],{"id":433,"props":434,"tag":249},50626,{"class":15,"value":435},"\u003Ch2>‘Prijs’ en ‘beperkt bewustzijn’ zijn de belangrijkste barrières voor de aankoop van biologisch voedsel\u003C\u002Fh2>",{"class":191},{"children":438,"id":440,"props":443,"tag":47},[439],{"id":440,"props":441,"tag":249},50627,{"class":15,"value":442},"\u003Cp>\nConsumenten noemen in alle vier de afzetkanalen meerdere redenen om geen biologisch voedsel te kopen. Prijs (‘het is te duur’) blijft de voornaamste barrière. Dit geldt voor:\n\u003C\u002Fp>\n\n\u003Cul class=\"disc\">\n  \u003Cli>In de supermarkt 77%\u003C\u002Fli>\n  \u003Cli>Online 57%\u003C\u002Fli>\n  \u003Cli>Buitenshuis 52%\u003C\u002Fli>\n  \u003Cli>Biowinkel 39%\u003C\u002Fli>\n\u003C\u002Ful>\n\n\u003Cp>\nBarrières voor biologische producten zijn context afhankelijk, maar worden in alle afzetkanalen door een aantal dominante factoren bepaald, waarbij vooral prijs, beperkt bewustzijn (er niet aan denken) en beperkt aanbod relatief hoog scoren.\n\u003C\u002Fp>",{"class":191},{"children":445,"id":447,"props":531,"tag":47},[446],{"id":447,"props":448,"tag":326},50595,{"class":15,"tabs":449},[450,471,491,511],{"components":451,"id":469,"title":280},[452],{"children":453,"id":469,"props":470,"tag":47},[454,462],{"children":455,"id":457,"props":461,"tag":47},[456],{"id":457,"props":458,"tag":275},50599,{"class":15,"datasetId":459,"visualisationId":460},4465,4509,{"class":46},{"children":463,"id":465,"props":468,"tag":47},[464],{"id":465,"props":466,"tag":249},51733,{"class":15,"value":467},"\u003Cp>\nDe top 10 van het betreffende jaar is leidend voor de weergave van de barrières. Historische data worden alleen getoond als deze daarin voorkomen.\n\u003C\u002Fp>",{"class":46},19134,{"class":279},{"components":472,"id":489,"title":295},[473],{"children":474,"id":489,"props":490,"tag":47},[475,483],{"children":476,"id":478,"props":482,"tag":47},[477],{"id":478,"props":479,"tag":275},50598,{"class":15,"datasetId":480,"visualisationId":481},4464,4508,{"class":46},{"children":484,"id":486,"props":488,"tag":47},[485],{"id":486,"props":487,"tag":249},51734,{"class":15,"value":467},{"class":46},19135,{"class":279},{"components":492,"id":509,"title":310},[493],{"children":494,"id":509,"props":510,"tag":47},[495,503],{"children":496,"id":498,"props":502,"tag":47},[497],{"id":498,"props":499,"tag":275},50596,{"class":15,"datasetId":500,"visualisationId":501},4462,4506,{"class":46},{"children":504,"id":506,"props":508,"tag":47},[505],{"id":506,"props":507,"tag":249},51735,{"class":15,"value":467},{"class":46},19136,{"class":279},{"components":512,"id":529,"title":325},[513],{"children":514,"id":529,"props":530,"tag":47},[515,523],{"children":516,"id":518,"props":522,"tag":47},[517],{"id":518,"props":519,"tag":275},50597,{"class":15,"datasetId":520,"visualisationId":521},4463,4507,{"class":46},{"children":524,"id":526,"props":528,"tag":47},[525],{"id":526,"props":527,"tag":249},51736,{"class":15,"value":467},{"class":46},19137,{"class":279},{"class":191},19118,{"class":279},{"class":199},{"children":536,"id":538,"props":541,"tag":47},[537],{"id":538,"props":539,"tag":249},50575,{"class":15,"value":540},"\u003Ch2>Over deze indicator\u003C\u002Fh2>\n\n\u003Cp>\n  Dit onderzoek is onderdeel van de BioMarktMeter. Jaarlijks wordt er gepeild hoe Nederlanders biologisch voedsel\u003Csup>1\u003C\u002Fsup> ervaren. Dit gebeurt via een consumentenonderzoek onder een representatief panel van 3.000 Nederlanders. Het jaar 2026 is de tweede editie. Via een online vragenlijst zijn indicatoren over percepties, acceptatie en gedrag en gedragsfactoren in kaart gebracht binnen vier afzetkanalen: supermarkten, online, biowinkels en buitenshuis\u003Csup>2\u003C\u002Fsup>. Consumenten zijn ingedeeld bij één afzetkanaal, op basis van recent koopgedrag. De meeste vragen gingen over dat specifieke kanaal, naast enkele algemene vragen. De BioMarktMeter wordt de komende jaren herhaald. Zo ontstaat een actueel en doorlopend beeld van de biologische markt vanuit het perspectief van consumenten. Dit maakt het mogelijk om trends en veranderingen te volgen.\n\u003C\u002Fp>\n\n\u003Cp>\n  De indicator Aankoopmotieven en barrières laat zien waarom consumenten wel of juist niet te kiezen voor biologisch voedsel. Per afzetkanaal wordt zichtbaar welke aankoopmotieven en barrières een rol spelen bij de aankoop. Daarnaast geeft deze indicator inzicht in de waarde van biologisch voedsel in termen van kenmerken. In 2025 kwam de antwoordoptie ‘(bevat) geen pesticiden’ dubbel voor en is deze in de analyse samengevoegd; vanaf 2026 is de duplicatie gecorrigeerd.\n\u003C\u002Fp>\n\n\u003Cp>\n  Aanvullende informatie:\n\u003C\u002Fp>\n\n\u003Cul class=\"disc\">\n  \u003Cli>De aankoopmotieven zijn gemeten op een schaal van 1 tot 7, waarbij 1 staat voor ‘helemaal niet belangrijk’ en 7 voor ‘heel erg belangrijk’.\u003C\u002Fli>\n  \u003Cli>De kenmerken passend bij en barrières bij biologisch voedsel zijn gemeten middels een meerkeuze vraag met meerdere antwoordmogelijkheden. De tien meest aangevinkte antwoorden zijn gepubliceerd.\u003C\u002Fli>\n  \u003Cli>Genoemde getallen tussen haakjes zijn een gemiddelde waarde.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\u003Cp>\n  Meer informatie is beschikbaar via de\n  \u003Clink-control url=\"\u002Fcontact\u002F\">contactpagina\u003C\u002Flink-control>.\n\u003C\u002Fp>\n\n\u003Ch2>Toelichting bij begrippen\u003C\u002Fh2>\n\n\u003Cp>\n  \u003Csup>1\u003C\u002Fsup>\u003Cem>Biologisch voedsel:\u003C\u002Fem> eten en drinken met een biologisch EU-keurmerk.\n\u003C\u002Fp>\n\n\u003Cp>\n  \u003Csup>2\u003C\u002Fsup>\u003Cem>Afzetkanalen:\u003C\u002Fem> de monitor richt zich op vier afzetkanalen: supermarkt, online, biowinkel en buitenshuis, elk met een eigen koopomgeving en beleving. Supermarkten zijn opgenomen in de monitor omdat het merendeel van de duurzame bestedingen hier plaatsvindt. In het onderzoek wordt onderscheid gemaakt tussen fysieke supermarktbezoeken en online aankopen vanwege verschillen in beleving en koopproces. Biowinkels zijn meegenomen vanwege hun vergelijkbaarheid met supermarkten, maar ook omdat biologische aankopen hier vaker onderdeel zijn van vast koopgedrag en een andere winkelbeleving kennen. Een geheel andere context is consumptie buitenshuis: hierbinnen vormt de horeca een belangrijk afzetkanaal voor biologisch voedsel, waarbij de focus ligt op restaurants. Deze verschillen helpen om het gedrag van consumenten rondom biologische aankopen beter te begrijpen en te duiden.\n\u003C\u002Fp>\n\n\u003Cul class=\"disc\">\n  \u003Cli>\n    \u003Cem>Supermarkt:\u003C\u002Fem> een fysieke winkel van een supermarktketen waar je boodschappen kunt doen.\n  \u003C\u002Fli>\n  \u003Cli>\n    \u003Cem>Online:\u003C\u002Fem> de digitale winkelomgeving van een supermarkt: een website of app van een supermarktketen waar je boodschappen kunt bestellen. Dit kan een web-only winkel zijn, of een supermarkt die ook fysieke winkels heeft.\n  \u003C\u002Fli>\n  \u003Cli>\n    \u003Cem>Biowinkel (speciaalzaak voor duurzame voeding):\u003C\u002Fem> een winkel of supermarkt die zich specialiseert in biologisch voedsel. Dit kan zowel fysiek als online zijn.\n  \u003C\u002Fli>\n  \u003Cli>\n    \u003Cem>Buitenshuis:\u003C\u002Fem> een horecagelegenheid buitenshuis, zoals een restaurant, brasserie of eetcafé, waar je tegen betaling maaltijden of dranken bestelt die ter plekke worden bereid en geserveerd. Wanneer geschreven wordt over kopen van biologisch voedsel betekent dit voor dit kanaal: het bestellen van eten\u002Fdrinken.\n  \u003C\u002Fli>\n\u003C\u002Ful>\n",{"class":199},{"children":543,"id":545,"props":555,"tag":47},[544],{"id":545,"props":546,"tag":66},50572,{"class":15,"items":547,"title":554},[548],{"ariaLabel":549,"class":15,"dataTest":550,"description":551,"icon":19,"id":552,"image":175,"imageAltText":19,"title":549,"url":553},"Consument bekendheid en begrip","link-to-19087","Er zijn kansen om de bekendheid en het begrip van biologisch voedsel te vergroten",19087,"\u002Findicatoren\u002Fbekendheid-en-begrip\u002F","Zie ook",{"class":199},{"children":557,"id":559,"props":590,"tag":47},[558],{"id":559,"props":560,"tag":66},50574,{"class":15,"items":561,"title":589},[562,567,572,577,583],{"ariaLabel":563,"dataTest":564,"id":565,"title":41,"url":566},"Deel deze pagina op Facebook","link-to-facebook",1,"https:\u002F\u002Fwww.facebook.com\u002Fsharer.php?u=https:\u002F\u002Fwww.staatvanbiologisch.nl\u002Findicatoren\u002Faankoopmotieven-en-barrieres\u002F",{"ariaLabel":568,"dataTest":569,"id":570,"title":20,"url":571},"Deel deze pagina op X","link-to-x",2,"https:\u002F\u002Fx.com\u002Fshare?url=https:\u002F\u002Fwww.staatvanbiologisch.nl\u002Findicatoren\u002Faankoopmotieven-en-barrieres\u002F&text=Consument aankoopmotieven en barrières",{"ariaLabel":573,"dataTest":574,"id":575,"title":27,"url":576},"Deel deze pagina op LinkedIn","link-to-linkedin",3,"https:\u002F\u002Fwww.linkedin.com\u002FshareArticle?url=https:\u002F\u002Fwww.staatvanbiologisch.nl\u002Findicatoren\u002Faankoopmotieven-en-barrieres\u002F&title=Consument aankoopmotieven en barrières",{"ariaLabel":578,"dataTest":579,"id":580,"title":581,"url":582},"Deel deze pagina op Whatsapp","link-to-whatsapp",4,"WhatsApp","https:\u002F\u002Fapi.whatsapp.com\u002Fsend?text=Consument aankoopmotieven en barrières https:\u002F\u002Fwww.staatvanbiologisch.nl\u002Findicatoren\u002Faankoopmotieven-en-barrieres\u002F",{"ariaLabel":584,"dataTest":585,"id":586,"title":587,"url":588},"Deel deze pagina per e-mail","link-to-email",5,"E-mail","mailto:?body=https:\u002F\u002Fwww.staatvanbiologisch.nl\u002Findicatoren\u002Faankoopmotieven-en-barrieres\u002F","Delen",{"class":199},{"class":592},"grid grid-cols-1 md:grid-cols-12 ","Aankoopmotieven zijn in alle afzetkanalen vergelijkbaar: goede smaak, versheid, veiligheid, en gezondheid ","2026-07-01T09:00:00","Page","Jaarlijks","indicatoren\u002Faankoopmotieven-en-barrieres\u002Findex","JqivLLHJcvkb9N63G1u_oI1sXnVEubOYxKCanQmN9S0",1791215202220]