Protein transition: supermarkets can’t do it alone

The protein transition is firmly embedded in policy documents, sustainability strategies, and supermarket agendas. But how far can retailers really go when it comes to shifting from animal-based to plant-based protein? A recent study by Wageningen University & Research examined how eight Dutch supermarket chains are approaching this challenge. The outcome is clear: the intention is real, the effort is visible, but the limitations are just as apparent.

Supermarkets indicate a serious commitment to contributing to the protein transition. They see the topic reflected in sustainability goals, CSRD requirements, and public expectations. Organisations like Wakker Dier, Questionmark, and ProVeg are key drivers: they apply pressure, but also provide insights and benchmarks such as the Eiweet monitor and Superlijst Groen. Still, supermarkets emphasise that the protein transition is not a standalone issue—it's closely linked to broader goals around climate and public health.

The 4Ps as a roadmap

Most supermarket actions revolve around familiar marketing levers: product, place, price, and promotion. Examples include expanding the plant-based assortment, reorganising meat displays, or offering vegetarian options by default in online shopping. Hybrid meat products—mixing animal and plant proteins—are also gaining ground. On pricing, efforts focus on creating parity or even an advantage for plant-based options. Promotional strategies include dedicated veggie campaigns or scaling back meat discounts.

Barriers and vulnerabilities

Still, there are clear constraints. Progress depends heavily on consumer behaviour and the availability of appealing plant-based alternatives. Cheese, in particular, stands out as a sticking point: it's popular and difficult to replace effectively. Supermarkets also point out that without stronger support from the government, the transition relies largely on voluntary effort and societal pressure. That makes the entire process more fragile.

Wur.nl