The Food Market Research Hub is a research center within Ghent University’s Department of Agricultural Economics. Our work focuses on understanding the decision-making processes of consumers, businesses, policy makers, and other stakeholders in the agri-food sector.

We apply an interdisciplinary approach to explore:
✅ How consumers make food choices—influenced by taste, emotions, habits, health and sustainability concerns.
✅ How businesses and policymakers decide on food innovations—from adopting new technologies to shaping market strategies and regulations.
✅ How the food industry can enhance product appeal, market acceptance, health and sustainability through data-driven insights and research.

Our Mission

We aim to:
✔ Bridge the gap between consumer behavior, food innovation, marketing and policy actions.
✔ Support sustainable, nutritious, and appealing food solutions.
✔ Help businesses and policymakers make informed, evidence-based decisions.

By actively engaging with industry partners, researchers, policymakers, and consumers—following the quadruple helix model—we generate insights that drive a more sustainable, innovative, and consumer-centric food system. Through this collaborative approach, we bridge the gap between science, policy, business, and society, ensuring that food innovations align with both market needs and societal expectations.

📌 Want to collaborate? Let’s explore the future of food together!