No growth in plant-based promotions: meat still dominant

The number of plant-based promotions in Dutch supermarkets has barely increased for the third consecutive year. This is revealed by Wakker Dier's annual brochure monitor. Despite the growing demand for meat substitutes, supermarkets continue to focus primarily on meat promotions. For every plant-based product on offer, an average of three meat products are promoted. “Supermarkets seem to prefer catering to meat lovers rather than conscious consumers,” says Anne Hilhorst of Wakker Dier.

Differences between supermarkets

While the total number of plant-based promotions has remained stable, there are significant differences between supermarkets. Aldi and Hoogvliet significantly reduced the number of meat substitute promotions, by 38 percent and 34 percent respectively. On the other hand, Jumbo saw the largest increase, with 41 percent more plant-based promotions, followed by Spar with a 31 percent increase. These discrepancies indicate varying priorities within the sector.

The role of protein transition

Currently, about 40 percent of the proteins sold in Dutch supermarkets are plant-based. The remainder is animal-based, which according to Wakker Dier, has negative consequences for animal welfare, health, and the climate. Eleven supermarkets have committed to ambitious targets to change this, aiming for at least 50 percent plant-based proteins by 2025 and at least 60 percent by 2030, without increasing the total amount of protein sold.

Wakker Dier has been monitoring the promotions of meat and meat substitutes in supermarket brochures since 2015. According to the organization, this promotional policy plays a crucial role in influencing consumer behavior and either encouraging or discouraging meat consumption.

View the factsheet. (Dutch only)

Wakkerdier.nl