SPAR and Picnic join Dutch supermarkets in ambitious plant-based protein transition

SPAR and Picnic aim to achieve 50% plant-based protein sales by 2025, with a target of 60% by 2030. With this commitment, a total of 11 supermarkets operating in the Netherlands have now pledged to these goals, including Albert Heijn, Aldi, Crisp, Dirk, Ekoplaza, Jumbo, Lidl, Plus, and Odin. Together, these retailers control over 90% of the Dutch market. Notably, Vomar remains the only major Dutch supermarket chain that has yet to commit.

Currently, around 40% of proteins sold by Dutch supermarkets are plant-based. The participating retailers will publish their progress annually, with Albert Heijn already reporting that 44.1% of proteins sold last year were plant-based, up from 42.6% in 2022. The 60% goal must be achieved without increasing the total amount of proteins sold.

Encouragingly, Wakker Dier reported that animal meat sales at Dutch supermarkets have fallen by 16.4% since 2020. In 2023 alone, supermarkets sold 2.3% less meat compared to 2022, partly due to the lowering of plant-based food prices. A study by ProVeg International in February found that plant-based products are cheaper than their animal-based counterparts at six of the seven major Dutch supermarket chains.

In addition to the supermarkets, Wakker Dier has also partnered with corporate caterers. In September last year, ten corporate caterers committed to the goal of 60% plant-based protein sales by 2030, with six more joining three months later.

“These caterers together make a huge impact for the animals,” said Collin Molenaar of Wakker Dier. “If people experience how tasty and easy it is to eat fewer animals, they can also continue that good habit at home.”