Protein transition in supermarkets progressing too slowly

Dutch supermarkets are clearly shifting towards more plant-based products, but the pace remains a concern when it comes to meeting 2030 targets. Despite initiatives to reduce meat portions and increase the visibility of plant-based alternatives, animal products like meat and dairy still dominate promotional spaces. The Protein Transition Benchmark, conducted by think tank Questionmark with support from World Animal Protection, emphasizes that a substantial acceleration is needed to reach the target of 60 percent plant-based protein in sales.

Shift to plant-based products underway

The largest supermarkets in the Netherlands have set ambitious targets for the protein transition. These commitments remain largely on paper, but in practice, supermarkets are visibly taking steps to boost plant-based product sales. Adjustments in pricing, strategic product placement, and experiments with product layouts are among the actions being taken. The Benchmark shows that some chains are gradually reducing meat portion sizes, which could contribute to changes in consumer behavior.

Promotions still dominated by animal products

Despite these efforts, animal products continue to heavily dominate promotions. Supermarkets are still advertising meat and dairy products at four times the rate of plant-based alternatives. Charlotte Linnebank, director of Questionmark, highlights the need for a concrete action plan: “Supermarkets are taking visible steps, but to reach the target of 60 percent plant-based and 40 percent animal-based products in sales by 2030, acceleration is essential.” The need for more plant-based options affects climate, biodiversity, and animal welfare, according to Dirk-Jan Verdonk, director of World Animal Protection Netherlands, who urges supermarkets to push forward with the protein transition.

Benchmark as a milestone towards 2030

With the Protein Transition Benchmark, Questionmark offers supermarkets the chance to compare their performance with competitors. This first edition serves as an interim assessment in the lead-up to the biannual Superlijst Groen, providing insights into best practices and areas for improvement. As such, the report is a critical guide for supermarkets to strengthen their approach and truly accelerate the protein transition.

Read the Protein Transition Benchmark

Thequestionmark.org