Dutch eat most meat substitutes of Europe

New data from market research agency Nielsen shows that the Dutch eat the most meat substitutes of all Europeans and that the consumption of vegetable alternatives is growing at a record pace throughout Europe. The report was published by the Smart Protein project in cooperation with ProVeg International. It tracks total supermarket sales in eleven European countries over the past three years. 

The total value of the European veggie market, based on the eleven countries studied, is €3.6 billion. In each of the eleven countries surveyed, an increase in vegetable consumption was measured, with no less than 49% growth across Europe.

Germany largest vegetable market in Europe

The largest market for vegetable substitutes in Europe is Germany, where €357 million worth of meat substitutes and €635 million worth of dairy substitutes are sold each year, together accounting for just under a billion (€993 million) in supermarket sales. The second largest market in Europe is the United Kingdom (750 million), followed by Spain (448 million), Italy (425 million) and France (355 million).

The Netherlands as meat replacement country

In the list of largest markets, the Netherlands comes in sixth place, which is very high considering the limited size of the Dutch population. Of all the countries surveyed, the Dutch spend the most on vegetable substitutes (about 17 euros per person) and also eat the most meat substitutes: 870 grams per person, which is about 8 to 10 veg burgers. When it comes to vegetable substitutes for cheese, the Dutch (20 grams per person) come second, after the Germans (30 grams). However, Dutch sales of vegetable cheese substitutes showed a stronger growth than in other surveyed countries, of no less than 400% in the past two years.

Breakthrough in discount supermarket

Sales of vegetable alternatives in Dutch supermarkets grew by 50% in the past two years to 291 million euros. Discount supermarkets, such as Aldi and Lidl, saw an even stronger growth of 83% (€22 million). Discounters thus have a 10% share of total sales value. 

Strong growth in vegetable cheese, meat and milk

In the Netherlands, the vegetable sector is led by vegetable meat substitutes (€174m), followed by milk substitutes (€62m) and yoghurt substitutes (€43m). Also strongly on the rise is vegetable cheese, with a growth of no less than 400% over the last two years and an annual sales value of EUR 4.8 million.

Proveg.com