With some of Europe’s most receptive consumer demographics to plant-based foods, it’s no wonder that the Netherlands’ market for alternative proteins is fast-growing. Through the National Protein Strategy (Nationale Eiwitstrategie), significant research and development funding, and a new tax initiative to support sustainable food consumption, the Dutch government demonstrates strong support for the country’s alternative protein industry.
But to appeal to Dutch consumers, you should tailor your plant-based strategy. What do they want from their diet? How do they differ from other European consumers? Should you adjust your business and products, and if so, in what ways? These questions are essential for maximising sales and must be continuously monitored.
In the latest New Food Hub article, ProVeg International summarises the key insights from its country-specific Smart Protein reports and webinar series for Europe, building on their comprehensive pan-European survey from November 2023.
Keep reading for key statistics from the Dutch report and expert strategies for boosting your sales.
Understand the Dutch plant-based market
- 49% of Dutch consumers report reducing their annual meat intake, this is roughly the same as in 2021, at 48%.
- 35% of Dutch consumers follow a flexitarian diet, while 9% identify as vegetarian or vegan.
- Dietary shifts in the Netherlands are primarily driven by health (45%), animal welfare (40%), and environmental concerns (34%), with the country leading in changes motivated by animal welfare.
- Consumers in the Netherlands appear to be happier with the availability of plant-based options than in other countries.
- The Netherlands ranks highest in the acceptance of insect-based protein sources.
- Plant-based meat, baked goods, and sweets and snacks are the plant-based alternatives that Dutch consumers wish they could buy more of in supermarkets or at points of consumption.
Successful strategies
What strategies have worked in the Dutch market? And what do the experts recommend?
In its regional webinar including the Netherlands, ProVeg International sat down with Dutch food industry experts to learn more about what has and hasn’t worked for Dutch companies, the campaigns they support, and their tips for success. Here’s what they had to say.
Karin Lowik, Marketing Director at Vivera, The Netherlands:
- Quality focus
- Lowik recommended repeat testing of plant-based products against competitors and meat to achieve high standards. Vivera implements regular quality improvements to ensure consistent consumer satisfaction and brand loyalty.
- Sustainability and B Corp certification
- Vivera has embedded sustainability into all facets of business operations, achieving a B Corp certification. Lowik recommended that companies in the Netherlands follow suit to attract Dutch consumers.
- Lowik advised that Dutch companies engage employees in creative brainstorming. Vivera involved employees through canteen sessions to generate innovative ideas that align with consumer values.
Martine van Haperen, expert in food industry and food service at ProVeg Netherlands:
- Protein Tracker
- ProVeg Netherlands has created a standardised system to monitor protein consumption, helping companies identify trends and adjust their protein balance goals. It provides detailed insights into plant versus animal protein sourcing, guiding strategies for protein transitions.
- Van Haperen recommended that retailers utilise the Protein Tracker to gain access to these detailed insights and create strategies for moving forward.
- Public support for policies
- ProVeg Netherlands has surveyed public opinion in the Netherlands and found that there is strong support for companies promoting plant-based diets. Dutch food businesses can utilise this support by pushing their plant-based products, gaining consumer favour.
- The team also encourages gradual policy changes to promote balanced eating in public institutions.
Implementing insights
As the Netherlands continues to embrace plant-based eating, understanding the unique preferences and motivations of Dutch consumers is crucial for businesses aiming to succeed in this dynamic market. By implementing data and expert-recommended strategies, companies can effectively appeal to Dutch consumers.
To read proVeg’s full article and tailor your strategy for the rest of Europe, visit the New Food Hub. You can also get in touch with ProVeg’s team of experts for additional support, at [email protected].
