A new report indicates that British supermarkets stand to gain billions, address climate targets, and combat the country's fibre deficiency by promoting plant-based proteins. Retailers are currently lagging in this area, with their private-label brands accounting for just 15% of plant-based protein sales compared to 85% of processed meat sales. By closing this gap, supermarkets could increase their control over pricing, margins, and category direction, ultimately capturing the plant-based opportunity more effectively.

The analysis shows that plant-based proteins offer higher and more stable margins than meat and seafood, leading to increased profitability. If supermarkets take action to promote protein diversification, plant-based food sales could double by 2040, reaching £5.5B. Additionally, this shift would contribute to reduced greenhouse gas emissions, land use, and water consumption, as well as significantly increase fibre intake in the UK population. Retailers are encouraged to measure plant-to-animal food sales ratios, implement sector-wide actions to promote plant-based consumption, and collaborate with industry and government for policy support in this area.