Meat sales in supermarkets fall 7 per cent

Supermarkets sold seven per cent less meat in 2022 than the previous year, according to an analysis by Wakker Dier based on checkout data. Sales of fresh meat fell by nine per cent and those of processed meats by four per cent. 

Wakker Dier stresses that supermarkets play a key role in the protein transition, in which the share of animal products in protein consumption must be reduced to 40 per cent. 

Less animal, more plant

Furthermore, Wakker Dier aims for a ratio of sixty percent vegetable and forty percent animal proteins, as agreed through Central Food Agency. Wakker Dier is starting a campaign targeting meat sales at supermarkets, advocating replacing animal products with plant-based alternatives such as vegetables and legumes. The organisation wants at least 60 per cent of protein sales at supermarkets to be plant-based by 2030. 

Wakker Dier analysed figures from market research firm Circana, based on checkout scans of almost all supermarket chains, with a total market share of 99 per cent. The data relate only to fresh meat and meat products.

Wakkerdier.nl