4 out of 5 Dutch want a larger plant-based food offer

Four out of five Dutch people want restaurants and supermarkets to offer more plant-based food. Over half of those questioned (58%) would also agree if shops were to make meat more expensive. Two thirds thought it was a good idea for manufacturers to replace animal ingredients in their products with vegetable ones.  This was shown in a survey by Kieskompas on behalf of ProVeg.

According to Veerle Vrindts, director of ProVeg Netherlands, customers are much more open to change than food companies often think. "There are many things that companies can do to stimulate people to eat less meat. However, we notice that entrepreneurs wonder whether their customers really want this. Aren't they interfering too much with their choices? The survey shows that a majority of Dutch people believe that supermarkets and restaurants have a responsibility to encourage more plant-based food."

Consumer not solely responsible

Two out of three respondents felt that food producers (68%) and supermarkets & restaurants (67%) have a task in reducing meat consumption.  Only 4% think that all responsibility lies with the consumer.

In addition, the research presented the panel with a number of concrete steps that restaurants and supermarkets can take and asked whether they would agree with them. 80% of Dutch people are in favour of a larger vegetable selection.  A smaller but still substantial proportion (61%) also agrees with reducing the animal supply. Two thirds of those questioned (67%) agree with simply replacing animal ingredients with vegetable ones. Among women, young people and in cities, this even rises to three quarters (75%).

Majority think meat should be more expensive

A majority of the Dutch population even supports a steering price policy: 58% support raising the price of animal products or dishes. Support for lowering the price of vegetable products or dishes is even higher: 75%. 

The least support (47%) is for making the vegetarian option standard at events, with meat being served only on prior request. This concept is also known as 'Carnivore? Pass it on'. Men in particular are not often in favour of this idea (38%). Among women (57%), young people (57%), the higher educated (54%) and in cities (56%) a - small - majority is in favour of the plan.

View the report 'Wat vindt Nederland van de Eiwittransitie'(Dutch only)
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