Plant-based options expand, yet animal protein consumption reigns

You might have noticed it yourself walking around the aisles of your favorite supermarket: in the past few years, many more plant-based products have been available on the shelves. In 2024, 38% of the products available on Dutch online supermarkets had a vegetable origin—up from 32% the previous year. Nevertheless, Dutch people only consumed 1% more plant-based proteins. 

The Wageningen University & Research recently released the Protein Monitor 2024, a report commissioned by the Ministry of Agriculture. By 2030, policy prescribes achieving 50% plant-based consumption. According to their findings in 2024, 60% of the proteins Dutch people eat come from animal sources, and 40% from vegetables. Consumption figures are based on a survey conducted with over 3000 respondents. 

This growth is particularly evident in categories such as legumes, nuts, and seeds, where the variety and availability of plant-based options have expanded considerably. The increased presence of these products on supermarket shelves reflects a broader industry trend towards sustainability and health-conscious consumerism.

Where does most of the protein come from? 

In breaking down figures, the report analyzes the source of protein by food category. Meat and poultry are the most significant sources, representing a fifth of the total consumption. Moreover, milk and dairy products, as well as cheese, make up significant shares. Fish, eggs, and other meat products contribute 10% of consumption. 

Bread is the largest source of vegetable protein. Although the protein transition requires a considerable shift, according to the researchers, maintaining healthy diet habits such as bread consumption is essential. 

Price differences 

The study also examined the price of comparable protein products. On average, plant-based products are 27% cheaper than animal-based proteins. In 2023, the vegetable-origin food was 17% more affordable, demonstrating the increasing gap. 

Differences exist zooming in per product group. Plant-based variants are cheaper in milk, sausage, and meatballs. At the same time, animal-based products are less expensive than those of vegetable origin in product categories such as cheese, spreads, or yogurts. 

Ratio of plant and animal protein products by category. For each category, the figure shows the total number of protein products included on the x-axis. It also shows the ratio of plant and animal proteins per category (percentages). © Protein Monitor

Shifts in protein consumption per meal

Interestingly, the report also highlights the distribution of protein consumption across the different meals. Dinner is the meal where most animal proteins are consumed, as it is a moment where people tend to eat out more and socially. Despite the availability of more plant-based options, consumers continue to favor animal proteins during these times. 

Conversely, protein consumption approaches the 50:50 division when eating at work and with colleagues. Animal protein consumption surges when eating with other people, whether at home or away. 

The incidence of behavior

The study also delves into the behavioral determinants that influence the acceptance of plant-based proteins. Motivation, skills, and environmental factors emerge as critical elements. Animal protein products, such as meat and cheese, are deeply ingrained in consumer habits and are perceived more positively across various behavioral determinants. This positive perception encompasses taste, familiarity, and cooking skills, contributing to the continued preference for animal proteins.

In contrast, plant-based substitutes face an uphill battle in gaining widespread acceptance. The study indicates that while consumers are willing to incorporate more legumes and nuts into their diets, this intention has yet to translate into regular consumption habits. This discrepancy between intention and action underscores the need for targeted interventions addressing motivational and skill-related barriers to adopting plant-based proteins.

A multi-faceted approach to accelerate the transition

The study recommends a multifaceted approach to accelerating the transition to a more balanced protein diet. Increased marketing and promotion of plant-based products are essential to raising awareness and encouraging consumers to try them. Additionally, improving cooking skills and knowledge about plant-based options can empower consumers to integrate these alternatives into their daily meals more effectively.

According to Maarleen Onwezen, author of the research, supermarkets play an essential role in this transition. “More is needed than just a larger range: the current standard is still animal-based, and more steps are needed in the food environment and motivating consumers to change their eating habits.”

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