More plant-based products in supermarkets, but consumption lags behind

This is according to the Protein Monitor 2024, an annual study conducted by Wageningen Social & Economic Research on behalf of the Ministry of Agriculture, Fisheries, Food Security and Nature. The monitor tracks the progress of the Netherlands in achieving the policy goal of a 50% plant-based and 50% animal protein intake by 2030. The protein transition, which aims to increase the share of plant-based proteins in our diet, is important for public health and the sustainability of our food system.

A major role for supermarkets

"Supermarkets play a key role in the protein transition," says lead researcher Marleen Onwezen. "We see a clear growth in the range of plant-based proteins, but consumption is only increasing very cautiously. This means that more is needed than just a larger supply: the current norm is still animal-based, and additional steps are required in the food environment and in motivating consumers to change their eating habits."

Not only has the availability of plant-based protein sources in supermarkets increased, but price differences between plant-based and animal products are also changing. Plant-based protein products are now on average 27% cheaper than their animal-based counterparts, whereas in 2023, they were only 17% cheaper. However, the cheapest option in supermarkets is still often an animal-based product, making the switch to plant-based alternatives less obvious.

Animal products remain dominant

Despite the growth in plant-based options, animal protein products still dominate: 62% of the online assortment consists of meat, dairy, and other animal-based protein sources. These products also receive more marketing attention than plant-based alternatives. This influences consumer behaviour, as meat, cheese, and dairy are still perceived as the norm by many consumers and score much higher in terms of familiarity, habits, and cooking skills compared to plant-based proteins.

"Key eating moments such as dinner, dining out, and social occasions remain strongly focused on animal protein products," says Onwezen. On the other hand, people tend to eat more plant-based meals at work with colleagues, where the 50:50 target is almost achieved. "This demonstrates that the food environment has a strong influence on the choices people make."

Differences between groups are also evident. Meat eaters consume the most animal protein, but even flexitarians still have a predominantly animal-based diet, with 59% of their protein intake coming from animal sources. Pescatarians (who eat fish but no meat) have a more plant-based diet, with 47% of their protein intake being animal-based. Men consume more animal protein overall than women, but the ratio between plant-based and animal proteins does not differ significantly between the two groups.

How can consumption change?

The Protein Monitor shows that legumes, nuts, and seeds have the greatest potential to accelerate the protein transition. Consumers are already open to these options, but their behaviour has not yet fully adapted. Meat and dairy substitutes face greater challenges: they are rated less positively and score lower on habits, taste preferences, and other relevant predictors of behaviour.

Notably, survey participants are more inclined towards sustainable changes that allow them to continue consuming animal products. For example, around 40% say they consciously eat smaller portions of animal products, while a third replace animal products with more sustainable alternatives or choose animal products with a quality label.

Examples of ways to encourage plant-based consumption, according to researchers, include a food environment with more variety, more promotions, and a wider range of plant-based protein products. Pricing strategies, such as subsidies on plant-based proteins or fewer discounts on animal products, could also help to shift the balance more quickly. "Although the protein transition is progressing slowly, the growth in plant-based options shows that supermarkets are preparing for a future in which plant-based proteins play an increasingly important role. However, more is needed to get consumers to change along with them," says Onwezen.

Source of data

The data in the Protein Monitor 2024 comes from multiple sources, collected by Wageningen Social & Economic Research (WSER) on behalf of the Ministry of Agriculture, Fisheries, Food Security and Nature (LVVN). These sources include a survey of 3,026 Dutch adults; the Traqq app for consumption tracking (472 participants); an automated data analysis of 16,028 products in the online supermarket assortment; and comparisons with previous research, such as the Food Consumption Survey by the Dutch National Institute for Public Health and the Environment (RIVM) and the Protein Monitor 2023.