Retail & E-Commerce

Benchmark Protein Transition: The Shift to Plant-based in Dutch Supermarkets is Steadily Progressing

Dutch supermarkets are clearly focusing on selling more plant-based and less animal-based food. They are actively experimenting with measures, such as reducing meat portion sizes. However, acceleration is needed to meet their goals of 60% plant-based protein sales by 2030.

Meat and dairy products still feature as prominently in promotional flyers as in previous years. This is highlighted in the Protein Transition Benchmark by the think tank Questionmark, conducted with support from World Animal Protection. The benchmark compares the efforts of the seven largest supermarkets in the Netherlands to promote plant-based over animal-based products.

Shift to plant-based underway

Over the past year, major Dutch supermarkets have set ambitious goals. While these remain largely on paper, they are visibly taking steps to promote plant-based products at the expense of animal-based ones. Supermarkets are experimenting with pricing, placement, and product composition to spotlight plant-based options. The Benchmark reveals that most supermarkets are also gradually reducing portion sizes for meat products.

Questionmark Foundation
© Questionmark Foundation

Animal products still dominate promotions

Supermarkets promote animal-based products four times more often than plant-based alternatives in their weekly flyers. “The abundance of animal products in promotions raises questions about how supermarkets plan to achieve their goals,” says Charlotte Linnebank, director of Questionmark. “While progress is evident, acceleration is crucial to reach the target of 60% plant-based and 40% animal-based sales by 2030. We urge supermarkets to outline concrete action plans to meet the 60/40 goal.”

“It’s encouraging to see supermarkets actively working on the protein transition,” adds Dirk-Jan Verdonk, managing director of World Animal Protection Netherlands. “However, the urgency of dangerous climate change, biodiversity loss, and the suffering of animals in factory farming demands faster action on the protein transition.”

Interim measurement towards acceleration

Questionmark, with support from World Animal Protection, has launched its first Protein Transition Benchmark as part of the “Superlijst Groen” initiative. This interim assessment allows supermarkets to compare their progress on the protein transition with competitors, gain insights into best practices, and implement recommendations for improvement ahead of the biennial Superlijst Groen.

Supermarkets in Germany will soon be ranked as well. In autumn 2024, Questionmark initiated the “Superlist Environment in Germany.” The study evaluates the efforts of Aldi Nord, Aldi Süd, Edeka, Kaufland, Lidl, and Rewe in driving the protein transition, promoting sustainable agriculture, and implementing measures to combat climate change.

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