Report: Dutch Supermarkets Are Expanding Their Plant-Based Ranges, But Adoption Remains Slow
Data from the Protein Monitor 2024, an annual study conducted by Wageningen Social & Economic Research on behalf of the Dutch Ministry of Agriculture, Fisheries, Food Security and Nature, has assessed the progress of the protein transition at Dutch supermarkets. The research indicates that availability is increasing rapidly; in 2024, 38% of online supermarket ranges consisted of plant-based protein products, compared to just 32% in 2023. However, the amount of plant-based protein consumed by the Dutch population has increased by just 1%. Currently, 60% of consumers’ protein intake comes from animal sources, while 40% comes from plants. The Netherlands has set a policy goal of achieving 50% plant-based and 50% animal protein intake by 2030 to improve public health and sustainability. “Although the protein transition …