Protein transition: The Dutch expect action from food producers

A majority (65.7%) of Dutch people support the protein transition to a more plant-based diet, as shown in a report by ProVeg in collaboration with Kieskompas. This raises a critical question: how will the food industry respond to this growing societal need?

The research, involving over 9,000 eligible Dutch voters, also reveals that nearly three-quarters of respondents desire more plant-based products in supermarkets and the hospitality industry. Furthermore, 61% are in favor of replacing animal ingredients with plant-based alternatives (such as eggs in sauces, butter in pastries, and meat or fish in snacks). The reduction of prices for plant-based products and their placement alongside animal products in stores also gains significant support (68%).

Protein ratio needs to be reversed

Respondents favor a protein ratio of 56.5% plant-based to 43.5% animal-based. This preference starkly contrasts with the current status, where, according to RIVM data from 2019-2021, protein consumption was 43% plant-based and 57% animal-based.

Ingredient replacement

One way to achieve this change is by substituting animal ingredients with plant-based ones, paving the way for a 'silent protein transition,' where existing products and dishes are seamlessly made plant-based.

A majority of those surveyed are positive or neutral towards all proposed replacements, from butter used in baking to fish in dishes. There is especially strong support for replacing butter, cream, other dairy, and eggs in bakery products and sauces (65-79%). A substantial majority (66%) also supports partially replacing meat, as seen in hybrid products. Complete substitution of meat in dishes is more sensitive, yet the majority of respondents still react positively or neutrally (57%).

Role of food producers

Food producers carry significant responsibility in this transition. A majority of Dutch people expect them to endeavor replacing animal ingredients with plant-based ones. Martine van Haperen, expert in foodservice and food industry at ProVeg Netherlands, highlights the importance of a nuanced approach. Companies must consider the diversity in customer preferences, from full acceptance to resistance. Strategies such as standardizing plant-based options in specific settings can be effective without provoking opposition.

Read the report 'Support for the Protein Transition: What Does the Netherlands Expect from Companies?'

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