Monitor protein transition 2023

Supermarkets play a great role in the transition of animal to plant-based proteins in the Dutch consumption pattern. A method to monitor the sale of animal and plant-based products in supermarkets is a key first step to accelerating the protein transition in retail. Since 2021, Questionmark has collaborated with Green Protein Allianc, ProVeg, Natuur & Milieu, supermarkets and the Ministry of Agriculture, Nature and Food on this monitor: Eiweet. Establishing this method and gaining supermarkets’ agreement was the first goal of this project - which was realised in the spring of 2023.

Next, a baseline measurement was carried out, which provides insight into the ratio of plant-based to animal protein in the sales of all Dutch supermarkets combined. Protein ratios of individual supermarkets were measured as part of Superlist Green Netherlands 2023.