Report: Dutch Supermarkets Are Expanding Their Plant-Based Ranges, But Adoption Remains Slow

Dutch supermarkets are expanding their plant-based ranges, with 38% of online supermarket products being plant-based in 2024. However, the increase in plant-based protein consumption by the Dutch population has only been 1%. The Netherlands aims to achieve a 50% plant-based and 50% animal protein intake by 2030 for health and sustainability reasons.

While plant-based products are becoming more affordable, animal products still receive more marketing and are more familiar to consumers. Workplace environments seem to influence people to eat more plant-based meals, showing the impact of surroundings on dietary choices. Encouraging plant-based consumption could be done by offering more variety, promotions, and pricing strategies to shift consumer habits towards more plant-based options.