Leisure sector increasingly turns to vegetarian options

Vegetarian croquettes as the standard offering, plant-based milk in park restaurants, and even fully vegetarian foodservice concepts: the protein transition is clearly taking shape in the leisure sector. That’s the conclusion of a study by ProVeg Nederland among 39 major companies, including theme parks, zoos, museums, and hotel chains.

82% take action, but targets still lag behind

According to the report, 32 out of 39 companies (82%) have implemented at least one measure related to the protein transition. This includes offering vegetarian or vegan options, as well as switching to plant-based milk or making sauces plant-based by default. Only eight companies (21%) have set a clear protein target.

Examples include Artis (fully plant-based menu by 2030), the Efteling (60% plant-based by 2030), and Accor Hotels (50% of the menu vegan by 2030). MOJO, AFAS Live, and Ziggo Dome have defined their goals based on actual sales: 75% plant-based and 25% animal-based by 2030.

Zoos lead the way, hotels fall behind

Zoos are particularly active in implementing measures. These range from reducing portion sizes of meat, making sauces plant-based by default, and presenting plant-based dishes more attractively, to redesigning children’s menus and organising tastings. Hotels are clearly lagging behind: six out of seven chains offer vegetarian options, but take no additional steps.

Up to 30% CO₂ reduction within reach

Based on Foodstep data, ProVeg estimates that the consumption of animal-based products in the leisure sector accounted for 274,000 tonnes of CO₂ emissions in 2023. Meat, cheese, and meat-based snacks are responsible for over 80% of that footprint. ProVeg states that a CO₂ reduction of up to 30% by 2030 is achievable, if a portion of these products is replaced with plant-based alternatives.