Animal Meat Sales Have Dropped 16.4% in Dutch Supermarkets Since 2020

Recent data analysis by animal welfare organization Wakker Dier reveals a significant decline in animal meat sales across Dutch supermarkets since 2020. The study, based on Circana sales data, indicates a notable 16.4% drop in meat sales, with 2023 seeing a further decrease of 2.3% compared to the previous year. This trend aligns with a broader movement towards plant-based eating and sustainable shopping practices.

Wakker Dier attributes this decline primarily to changes in pricing strategies adopted by supermarkets. Retail nudging techniques, including competitive pricing, strategic shelf layouts, and promotional policies, have played a crucial role in influencing consumer choices. Major supermarket chains in the Netherlands are increasingly committing to offering more plant-based alternatives, reflecting evolving consumer preferences and concerns about animal welfare, environmental sustainability, and personal health.

One notable example of this shift is supermarket giant Jumbo’s decision to halt the promotion of fresh animal meat as of May this year. Meanwhile, Albert Heijn, the leading chain in the Netherlands, has launched AH Terra, a diverse range of own-brand plant-based products, including 58 new plant-based options. Jumbo has also set a target to source 60% of its protein offerings from plant-based sources by 2030, demonstrating a clear commitment to sustainability.

Moreover, research conducted by think tank Questionmark on behalf of ProVeg International indicates that plant-based products are becoming increasingly affordable compared to their animal-based counterparts in six out of the seven major Dutch retailers. ALDI, for instance, has introduced its plant-based My Vay brand, featuring a wide array of dairy alternatives with plans for further expansion into plant-based meats and cheeses.

The data presented by Wakker Dier echoes findings from a 2023 study by Statistics Netherlands (CBS), which reported declining sales of animal meat products for nine consecutive quarters, indicating a broader societal shift towards alternative protein sources. However, it’s essential to note that sales figures for ready meals and tapas were not included in the analysis, leaving room for potential shifts in meat consumption patterns through these products.

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