Civil society groups in Europe, including WWF, WRI, and others, are urging supermarkets to increase the ratio of plant-based food sales and shift away from meat and dairy products. The Plant-Rich Europe campaign calls on retailers to disclose the share of sales from plant-based and animal-derived foods and rebalance the ratio according to the Planetary Health Diet, which emphasizes a plant-forward eating pattern for better human and environmental health.

European supermarkets need to have 60% of their sales come from animal-free products by 2035, with at least 33% of sales in the protein category coming from plant-based options. The shift towards plant-rich diets is crucial for meeting climate, nature, and health goals, as animal agriculture accounts for a large portion of food-related greenhouse gas emissions in the EU. Supermarkets are seen as key influencers in shaping food environments and can play a significant role in promoting healthier and more sustainable food choices.