Why protein diversification belongs on every retailer’s agenda

Why the balance between plant- and animal-based protein matters more than ever

Retailers today carry a responsibility that extends far beyond the checkouts. More than just places to shop, supermarkets and food chains are recognising their growing influence on diets and cultural norms. Positioned at the intersection of public health, environmental sustainability, and commercial performance, retailers have a unique ability to steer consumption patterns in ways that support both societal outcomes and business growth.

At the heart of this responsibility is an emerging concept that every retail professional needs to understand: protein diversification. This is an issue that can no longer sit solely within sustainability teams. Instead, it deserves attention across buying, category management, marketing, strategy, and, increasingly, at board level.

Put simply, protein diversification refers to rebalancing the proportion of animal-sourced, plant-based, and novel proteins in the food system. For retailers, this means measuring and actively shifting protein sales so that plant-based proteins, such as legumes, tofu, and meat and dairy alternatives, play a larger role alongside, and in some cases in place of, animal proteins across ranges, shelves, and shopping baskets.

Given that 96% of all grocery sales in the UK, for example, take place in supermarkets,¹ it’s clear that retailers’ decisions on assortment, pricing, promotions, and marketing do far more than drive short-term sales. They help lock in consumption patterns, with far-reaching consequences for public health, climate change, and nature loss.

Why protein diversification matters

The case for protein diversification starts with climate impact. Food systems are responsible for around one-third of global greenhouse gas emissions, and animal-based products account for a disproportionate share of this total.² For retailers, this imbalance is reflected directly in their emissions profiles – roughly 90% of retail emissions typically sit in Scope 3, driven largely by agricultural supply chains.³

As retailers set increasingly ambitious climate targets, many are recognising a hard truth: that meaningful emissions reductions will be impossible without addressing the protein mix in their supply chains. At the same time, retailer demand sends powerful signals upstream. Shifting protein sourcing can influence what farmers grow, support crop diversification, improve resilience, and enable more sustainable agricultural business models.

This is why protein diversification is emerging as a key marker of climate credibility and strategic leadership in retail. The inaugural Superlist Environment Europe 2026 benchmark underlines this shift. Retailers that measure, publicly disclose, and act on their protein mix are increasingly viewed as serious about tackling Scope 3 emissions and aligning with climate science. Those that fail to engage risk being left behind.

Crucially, climate is only part of the picture. Consumer demand is also evolving rapidly. A growing proportion of shoppers, particularly health-conscious and flexitarian consumers, are actively looking to include more plant-based foods as part of balanced diets.⁴ Plant-rich diets tend to be higher in fibre and are associated with lower risks of heart disease, diabetes, and other lifestyle conditions.⁵ These health considerations increasingly influence purchasing decisions across age groups and income brackets.

Why investing in plant-based makes commercial sense

For retailers, investing in plant-based products is not just a sustainability play; it is a long-term commercial strategy. Developing plant-forward assortments through new product development and reformulation helps retailers stay aligned with changing consumer preferences, stand out in competitive markets, and build distinctive value propositions. 

This can take many forms, from partnering with emerging plant-based brands to expanding own-label ranges. Both approaches signal innovation and responsiveness, while strengthening category credibility and shopper trust.

Importantly, plant-rich strategies are not limited to premium retail. Discounters are demonstrating that plant-based growth can be achieved at scale and at margin. Lidl GB, for example, has seen strong results following sustained investment in its Vemondo own-brand range. Last year, the discounter announced it had exceeded its original 2025 goal of a 400% increase in meat-free and alternative milk sales, reaching 694%. This followed Lidl GB’s commitment to increasing the share of plant-based protein to 25% of total protein sales by 2030. 

Plant-based investment also supports retailers’ nutrition and health objectives. Marks & Spencer’s recent launch of a high-fibre range illustrates how targeted product innovation can help shoppers meet dietary recommendations, while reinforcing a retailer’s healthy eating credentials.

For retailers that do not act, the risks are stacking up. These include climate risk from insufficient emissions reductions, policy risk as governments tighten health and sustainability standards, and commercial risk as competitors win share through more innovative and diversified offerings.

Turning ambition into action

For many retailers, the starting point is measurement. Without a clear understanding of the balance between animal and plant protein sales, it is impossible to set credible targets or track progress.

Retailers leading the way on protein diversification are already taking several concrete steps:

• Measuring and disclosing protein split figures publicly to build credibility and accountability.
• Setting time-bound targets, aligned with scientifically grounded models such as the EAT-Lancet Planetary Health Diet, which recommends a split of at least 75:25 plant to animal source foods for healthy and sustainable diets.
• Embedding protein diversification within climate and business strategies, linking protein targets to carbon reduction goals, health outcomes, and commercial incentives. 
• Translating targets into strategic interventions, using the momentum generated internally to drive effective action. This can include promotions, pricing, product placement, NPD, and reformulation, practical levers that influence consumer choice and ensure targets are met. 

A defining opportunity for retail 

Protein diversification is not a passing trend. It is fast becoming a defining issue for the retail sector. With unparalleled influence over food environments and purchasing behaviour, retailers have both the responsibility and the opportunity to reshape protein consumption at scale.

Those that proactively rebalance their protein portfolios can align climate and health objectives with commercial growth, meet evolving consumer expectations, and unlock new pathways for innovation. The frontrunners are already showing what is possible. The challenge now is for the rest of the sector to follow, before the gap between leaders and laggards becomes impossible to close.

To learn more about our corporate protein transition work, get in touch with our team at [email protected] and make sure to subscribe to our newsletter.

1.  Market World Panel, available at: https://market.worldpanelbynumerator.com/grocery-market-share/great-britain 
   
2.  Agudelo Higuita NI, LaRocque R, McGushin A. Climate change, industrial animal agriculture, and the role of physicians – Time to act. J Clim Change Health [Internet]. 2023 Sept 1 [cited 2025 Nov 11];13:100260. Available from: https://www.sciencedirect.com/science/article/pii/S2667278223000603
3.  Questionmark Foundation, Winkel, Deborah; Haan, Gustaaf; de Jong, Dore, van Engen-Cocquyt, Willem; Charles, Ambre. Superlist Environment Europe 2026. Accessed 2026-01-13.
4.  Evolving appetites: an in-depth look at European attitudes towards plant-based eating, (2023). The Smart Protein project. Available at: Evolving appetites: an in-depth look at European attitudes towards plant-based eating – Smart Protein Project. Accessed 2024-03-25.
5.  The advantages of a plant-based diet, (2023). ProVeg International. Available at: https://proveg.org/5-pros/pro-health/the-advantages-of-a-plant-based-diet/ Accessed 2026-02-03.