Benchmark Protein Transition: The Shift to Plant-based in Dutch Supermarkets is Steadily Progressing

Dutch supermarkets are making progress in shifting towards plant-based products over animal-based ones. While experiments with pricing, placement, and product composition are underway, there is still a need for acceleration to meet the goal of 60% plant-based protein sales by 2030. The Protein Transition Benchmark by Questionmark shows that meat and dairy products continue to feature prominently in promotional flyers, raising questions about how supermarkets plan to achieve their targets.

Supermarkets are urged to outline concrete action plans to meet the 60/40 plant-based vs. animal-based sales goal. While progress is evident, faster action is needed to address the urgency of climate change, biodiversity loss, and animal suffering in factory farming. Questionmark's Protein Transition Benchmark provides an interim assessment for supermarkets to compare their progress with competitors, implement best practices, and work towards accelerating the shift towards plant-based options.