Latest Protein Tracker results show a slight decline in the share of plant-based protein in Dutch supermarket sales
After several years of steady growth, the share of plant-based protein in Dutch supermarket sales declined slightly in 2025, falling by 0.1 percentage points. This is according to the latest annual Protein Tracker assessment by the Green Protein Alliance and ProVeg Netherlands.
Dutch supermarkets have collectively committed to achieving a sales ratio of 60% plant-based protein by 2030. While many retailers have introduced measures aimed at supporting this transition, these efforts have not yet delivered the progress required to stay on track.
Industry assessment
The latest Protein Tracker analysis shows that in 2025, the protein sales ratio stood at 42.6% plant-based versus 57.4% animal-based, representing a small decrease in plant-based sales compared with 2024.
The assessment covers 95% of the Dutch retail market, with 13 participating retailers ranging from major chains such as Albert Heijn and Jumbo to online supermarkets including Picnic and Crisp, as well as organic retailers such as Ekoplaza and Odin.
The Netherlands is the first country in the world to use a standardised tool such as the Protein Tracker to measure the balance of plant and animal protein sales across the entire supermarket sector, creating unprecedented transparency in the protein transition.
The findings confirm the Netherlands’ position as a European leader in both plant-based targets and sustainability reporting. However, the results also show that, at the current pace, supermarkets are unlikely to meet their 2030 target of 60% plant protein. Organic supermarkets Odin and Ekoplaza are the only retailers that achieved this milestone by 2024.
Hybrid products are gaining traction
The results also confirm that supermarkets’ intermediate target of 50% plant protein by 2025 has not been achieved. Animal products continue to lead supermarket assortments, promotions, and consumer purchases.
Compared with previous years, 2025 saw relatively few large-scale interventions aimed at encouraging consumers to choose plant-based options over animal proteins. In 2024, retailers implemented more ambitious initiatives, such as introducing price parity between plant-based and animal-based products and reducing meat promotions.
In 2025, the most notable development was the introduction of plant-enriched products, including hybrid meat and dairy products that combine animal and plant ingredients. While current sales volumes are still too small to significantly affect the overall protein balance, ProVeg Netherlands and the Green Protein Alliance welcome the trend.
“Hybrid products build on a long culinary tradition,” said Freya Hiemstra, Corporate Engagement Lead at ProVeg Netherlands. “In the past, meatballs were often blended with ingredients such as flour or onions to improve texture and flavour. Products like these can help supermarkets reduce emissions while supporting the shift toward more plant-based diets.
“At the same time,” Hiemstra continued, “supermarkets will need to present clear plans this year outlining how they intend to reach their 2030 protein targets. Retailers play a crucial role in shaping people’s food environments. They have the power to make plant-based choices the norm rather than the exception.”
Time to join forces
In recent years, supermarkets have taken individual steps to promote plant-based sales.
However, there are limits to how far retailers can push the protein transition independently without risking a loss of market share.
“Some of the steps taken by supermarkets have already made plant-based groceries more convenient, attractive, and affordable,” said Jessie van Hattum of the Green Protein Alliance. “But the next phase of the transition will require greater collaboration.”
“We expect the retail sector to seize this opportunity to work together and implement larger measures that are difficult to achieve alone,” continued van Hattum. “A level playing field and clear agreements across the sector will be essential to accelerate the shift toward more plant-based food.”
Achieving these targets will also require stronger support from the government. The Dutch government has set its own goal of 50% plant-based protein consumption by 2030, and proactive policies will be needed to help reach it. Supermarkets will need the support of government, food producers, and consumers alike to drive meaningful change in dietary patterns.
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Contact details for press officers:
ProVeg International: Gemma Chapman | Advocacy Communications Manager | [email protected]
For Protein Tracker-related questions:
Freya Hiemstra | Corporate Engagement Lead ProVeg Netherlands | [email protected] / 0613961479
More info at https://theproteintracker.com/
About ProVeg International
Our vision is a world where the food we eat is good for all people, animals, and our planet.
Our mission is to accelerate the transition to a sustainable global food system by making plant-rich foods and alternative proteins more accessible and appealing.
