Plant-based proteins: a growing trend in the Netherlands.
The Netherlands is spearheading efforts to encourage a sustainable diet. Supermarket chains Picnic and Spar have pledged to significantly expand their range of plant-based products, furthering the nation’s commitment to reducing meat and fish consumption.
Picnic and Spar’s pledge
Picnic and Spar, major players in the Dutch retail market, have committed to increasing the proportion of plant-based proteins in their offerings. Their ambitious targets are to achieve 50% plant-based proteins by 2025 and 60% by 2030.
This groundbreaking decision has garnered the support of Wakker Dier, a prominent Dutch animal welfare organisation, which notes significant public health and environmental benefits from the shift. This initiative could set a precedent for other supermarkets, encouraging a shift towards more responsible and conscious food consumption. Reducing meat intake not only cuts greenhouse gas emissions but also conserves natural resources, a stance supported by the Dutch Health Council due to the benefits of a protein-rich, plant-based diet.
Wider adoption among supermarkets
Eleven supermarkets, including Albert Heijn, Aldi, Crisp, Dirk, Ekoplaza, Jumbo, Lidl, Plus, and Odin, are ramping up their plant-based protein offerings. Collectively, these stores control more than 90% of the market. Vomar remains the only major chain that has yet to commit to this initiative.
Reducing meat consumption
The Netherlands has witnessed a notable decline in meat consumption in recent years. Wakker Dier reports that supermarket meat sales have fallen by 16.4% since 2020. In 2023 alone, there was a further 2.3% decrease compared to the previous year. This reduction is attributed to increased consumer awareness of plant-based diets’ benefits and rising meat prices, exacerbated by external factors like the war in Ukraine, which escalated feed costs.
Supermarket innovations
Dutch supermarkets are driving more sustainable food choices through innovative pricing strategies and targeted promotional campaigns. For instance, starting in late May 2024, the Jumbo chain will no longer offer discounts on fresh meat, a move aimed at modifying consumer behaviour towards plant-based alternatives. These supermarket policies are crucial in easing the transition towards more sustainable eating habits and play a pivotal role in further reducing meat consumption.
The proactive steps taken by Picnic and Spar state a significant advancement for the Netherlands, a country consistently at the forefront of innovative and ethical food practices. The commitment of these supermarket chains not only promises to enhance public health and environmental conditions but also sets a benchmark for others in the industry. The ongoing reduction in meat consumption reflects a growing conscientiousness among Dutch consumers. With initiatives like Jumbo’s discount removal on fresh meat reinforcing this trend, this movement could inspire a global shift towards more mindful and health-conscious dietary habits.
