Supermarkets scaling back on meat promotions

Less meat promotions in the weekly leaflet? That’s right. In the first half of 2025, supermarkets ran 7 percent fewer meat promotions compared to the same period last year. According to Wakker Dier, it’s the second consecutive year this number has dropped. The sharpest declines were seen at Jumbo, Spar, and Hoogvliet, with reductions of 42, 26, and 23 percent respectively.

Jumbo stays the course

Jumbo hasn’t just reduced its meat promotions, it's also leading the way in plant-based deals. Around a third of their offers are now vegetarian or vegan. Nationally, that average is one in four. The chain already stopped offering discounts on fresh meat last year. They say it’s the only way to meet their targets in the shift toward alternative proteins.

Meat still heavily promoted elsewhere

Other chains are lagging behind. Albert Heijn, Plus and Vomar together account for nearly half of all meat promotions. And that’s problematic, says Wakker Dier. “Albert Heijn and Plus say they want to sell less meat, yet at the same time they actively promote it,” says Collin Molenaar.

Every promotion pushes up sales

Offers drive sales, plain and simple. Run a promotion, and more gets sold. According to Wakker Dier, these promotions only reinforce the current consumption trend. And that clashes with the goal set by eleven supermarket chains: to reduce the share of animal-based proteins. Right now, that share is around 58 percent. The target is 50 percent by 2025, and 40 percent by 2030.

Since 2015, Wakker Dier has tracked the number of meat promotions. Ten supermarket chains are included, from Albert Heijn to Lidl, from Hoogvliet to Dirk. All types of meat count: fresh cuts, deli meats, canned products. If there’s a discount, it’s a stunt.

Wakkerdier.nl