Plant-based eating: half of Dutch people need help

Swapping ground meat for lentils, or cow’s milk for a plant-based alternative. Through small swaps like these, Wissel ’ns Wat! aims to encourage Dutch people to eat plant-based foods more often. The approach focuses on options, without taking products off the menu. But does that message also prompt people to act? A new Norstat survey measures campaign recognition, food choices, and the need for inspiration. Food producers, supermarkets, and caterers are participating in the campaign.

From recognition to a plant-based choice

Wissel ’ns Wat! launched in March 2026. When prompted, 12% of Dutch adults recognize the campaign. Of that group, 30% say it has prompted them to consciously choose a plant-based option at least once. In March, that figure was one in five.

According to the press release, this amounts to more than half a million Dutch adults. The estimate is based on campaign recognition and self-reported behavior. It also uses population figures from Statistics Netherlands (CBS) as of January 1, 2026.

A need for help and inspiration

Half of Dutch people say they need help and inspiration to choose plant-based options more often. In March, that share was 45%.

Four in ten Dutch people say the campaign encourages them to eat plant-based foods more often. Among people who already eat meat less frequently, the figure is 53%. In March, the percentage within this group was 47%.

In addition, 48% of Dutch people have a distinctly positive view of the campaign. The figure is 57% among women and 55% among people under 45.

Working with the food supply chain

The campaign shares recipes and tips for making swaps through various channels. These include social media and advertising in public spaces. Partners include Albert Heijn, Alpro, Bonduelle, HAK, Jumbo, and Vivera.

Norstat conducted the survey among 1,000 Dutch people aged 18 and older. The survey ran from September 28 through October 2, 2026. The sample is representative by gender, age, and region. The comparable survey in March included 1,008 participants. 

Wisselnswat.nl