Meat Promotions at Dutch Supermarkets Decrease for the Second Consecutive Year

Meat promotions at Dutch supermarkets have decreased for the second year in a row, with a 7% decline in the first half of 2025 compared to the same period in 2024. Jumbo, Spar, and Hoogvliet saw the biggest decreases in meat promotions, while Jumbo leads in plant-based offerings with one in three products being plant-based. Wakker Dier is calling for all supermarkets to follow Jumbo's lead and stop offering discounts on fresh meat to meet protein transition goals.

Despite commitments from 11 Dutch supermarkets to make 60% of the proteins they sell plant-based by 2030, the availability of plant-based products is increasing faster than consumption. The Netherlands' largest supermarkets are making efforts to sell more plant-based and less animal-based food, but the Protein Transition Benchmark suggests that more acceleration is needed to reach the 60% plant-based protein sales goal by 2030. Wakker Dier criticizes supermarkets like Albert Heijn and Plus for continuing to promote meat while claiming to sell less of it.