European Grocers Support Protein Diversification, Blame Consumers for Slow Progress

A new report on protein diversification in European retail and wholesale shows strong support for moving towards plant-based and alternative sources of protein. However, retailers believe that they cannot shift the market on their own, citing consumer adoption as the primary obstacle. Factors such as unclear health messaging, price and taste gaps, still-developing supply chains, and regulatory friction on novel foods are hindering progress. Retailers are already taking steps like offering plant-based private labels and promotional campaigns, but deeper commitments such as protein split targets are less common.

Sustainability, especially in reducing Scope 3 emissions, emerged as a leading motivation for retailers to engage in protein diversification, with meat and dairy as significant levers for achieving climate targets. While retailers can influence demand through pricing, placement, and promotion, they also rely on farmers, manufacturers, and policymakers to drive further changes in the food system. The report highlights that protein diversification can offer market differentiation, sustainability compliance, operational efficiency, consumer health positioning, and revenue/margin growth for retailers and wholesalers.