The Protein Tracker shows that meat and “a lot” of dairy (in total 61%) dominate consumption, perception, supply, and marketing attention in The Netherlands.

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Market & Trends

The Protein Tracker Shows Meat and Dairy Dominate Dutch Diets, Urges Changes for Plant-Based Shift

The Protein Tracker, conducted for the first time in 2023 by Wageningen Economic Research on behalf of the Ministry of Agriculture, Nature and Food Quality (LNV), shows that meat and “a lot” of dairy (in total 61%) dominate consumption, perception, supply, and marketing attention in The Netherlands. Marleen Onwezen, expertise leader in Consumer Behavior at Wageningen University, notes that while there is a shift toward plant-based options — 39% of the total protein consumption — it is not happening quickly enough.  The Protein Tracker is a collaboration between the Green Protein Alliance, ProVeg Nederland, and Dutch supermarkets (as 70% of foods are sold through these retailers) to monitor the protein transition annually. In March 2022, the Dutch government set a national target for a 50/50 …

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Plant-based proteins pilot program

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Society

Dutch Town Launches Pilot Program Encouraging Residents to Choose Plant-Based Proteins

The Dutch town of Altena has become the first in the Netherlands to launch a pilot program encouraging locals to eat more plant-based proteins. The program is a collaboration between the Green Protein Alliance (GPA), its members, the Municipality of Altena, the Province of Noord-Brabant, and Wageningen University. In particular, Schouten Europe — a plant-based meat brand and GPA member — is heavily involved. Plant-based together As part of the pilot, interventions will take place at schools, supermarkets, and restaurants under the slogan “Plant-based together”. These interventions will include tasting sessions for plant-based products. Local ambassadors — such as Olympic beach volleyball player Raïsa Schoon — are helping to raise awareness of the program. Currently, 61% of the protein consumed in the Netherlands is animal-based, …

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