Supermarket focuses deals more on meat

Despite growth in recent years, the number of vegan deals in supermarkets has not increased since 2021, according to Wakker Dier's leaflet monitor. At the same time, the number of meat promotions has increased by nine percent after a previous decline.

At Albert Heijn, Lidl and DekaMarkt, the percentage of vegan promotions was the highest, 33, 28 and 27 percent respectively. At Aldi, the store with the lowest percentage, only 12 percent of the deals were vegan. Lidl is the only supermarket to have set a specific goal to make their brochure offers more plant-based, with a target percentage of 50 percent by 2025.

Variation by store

The trend in meat promotions varies considerably by supermarket. Coop, Lidl and DekaMarkt had fewer meat promotions than in the same period last year. In contrast, Jumbo, Hoogvliet, Picnic and Plus saw an increase in the number of meat offers.

Protein transition

As the main sellers of meat, supermarkets play a crucial role in the protein transition. Through the Central Food Agency, they have also pledged to strive for a balance of 60% vegetable and 40% animal proteins. Special offers are an important tool for this transition, but currently they are mainly used to boost meat sales.

Wakkerdier.nl