Ipsos I&O Food & Health Study

Insights on Health Attitudes, Nutrition Beliefs, and Weight Management to boost your market positioning​​

In an ever-evolving food and beverage industry, where consumers and shoppers are increasingly choosing healthier lifestyles, it is vital to remain informed about the true meaning of health, underlying consumer motivations, and the impact of medicalisation on perceptions and behaviour.​ 

Our Ipsos I&O  Food & Health Study delivers clear and easily digestible insights, empowering you to understand your consumers better and enhance your innovation and marketing strategies.

The Ipsos I&O Food & Health Study covers the following topics:​

General Health Attitudes and Behaviours​:

• Health Priorities & Food/Mental Importance: Highlights the significance of nutrition and mental health in individuals' overall health.​
• Health-Improvement Activities: Outlines common methods like sports, meditation, and healthy eating, which boost their well-being.​
• Information Sources & Influence: Examines where individuals seek health advice, including doctors and emerging AI tools, and evaluates the perceived impact and trustworthiness of social media influencers.​

Food and Nutrition Beliefs:​ 

• Healthy eating: Evaluates diet opinions and the perceived benefits of nutrients.​
• Food Attributes: Importance of qualities like organic or low-sugar for healthy food classification.​
• Consumption Patterns: Eating habits of various foods.
• Tech Openness: Readiness to adopt new food technologies.​

Key health motivations ​

• Ipsos Health segmentation: Not everyone is the same in making decisions regarding their health. 

Weight Loss & Medication​

• From a consumer perspective: Understand how individuals view overweight and obesity. Gain insights into how familiar they are with GLP-1 and the role social media and "healthfluencers" play. Understand what people think of food in the supermarket that claims to support GLP-1 (therapy).​
• From a Healthcare Professional perspective: Gain critical insights into the shifting landscape of weight management and the new challenges facing healthcare professionals today. Discover how the GLP-1 revolution redefines the doctor-patient dialogue and the doctor's opinion on the rise of GLP-1-stimulating foods and 'GLP-1-friendly' products.​

Our key insights will be presented during our event:
Taste the Future | The Balancing Act of Food, Health & Pharma
 12 March! 

Register here

About the Study

Empower your decision-making with the latest Ipsos I&O Food & Health Study. We provide clear, digestible intelligence that bridges the gap between consumer health desires and medical realities, helping you refine your innovation pipeline and develop brand and communication strategies.

This edition offers a dual-lens view of the Dutch market.​

The consumer perspective​

We dive deep into the key drivers of consumer behavior, including:​

• Core health motivations and nutrition beliefs​
• Evolving attitudes toward obesity and weight management​
• Awareness and sentiment analysis regarding GLP-1 weight-loss drugs​

​The healthcare professional perspective​

We understand the clinical reality facing consumers, through:​

• How diet and lifestyle advice are surviving alongside medical interventions​.
• Perspectives on GLP-1s -as a "quick fix," and how it affects patient discipline.​
• Managing patient expectations driven by "healthfluencers. “​
• HCP opinions on the food industry's role and the emerging category of products claiming to stimulate GLP-1 production.​

Method

Our methodology combined quantitative and qualitative approaches:​

• Quantitative, a 15-minute online survey of 750 Dutch citizens via the Ipsos panel, utilizing our AI-driven chatbot to explore relevant topics in greater
  depth to capture clearer and more meaningful insights.​
• Qualitative-at-Scale (Qual-at-Scale) using AI-moderated interviews of 10 minutes with 25 real consumers and 25 real healthcare professionals (GPs and internist-endocrinologists). ​
• Interviews were conducted in Q4 2025 and Q1 2026.

Investment 

Take advantage of our Special Introduction Price of €3,500. You will receive the full English report in PowerPoint format, plus an expert-led online presentation to guidemyou through the insights.​

​At Ipsos I&O, we champion the powerful synergy of Human Intelligence (HI) + Artificial Intelligence (AI) to propel innovation and deliver impactful, human-centric insights. AI-powered moderators can conduct thousands of interviews 24/7, offering unparalleled scalability, whether working at home, on-site or on the go. To ensure accuracy, our human experts rigorously verify AI-derived findings.​

​For more information or to purchase the report incl. presentation in Amsterdam or remotely, contact:​ [email protected]​, Food & Beverage​, or [email protected], Healthcare.