Protein transition stalls – or does it?
- prof.dr. MC (Marleen) Onwezen
- Sr. Researcher in consumer behaviour / Special Professor
The Protein Monitor 2025 shows that the share of plant-based proteins in the Dutch diet has levelled off at around 39 percent. The ratio between plant-based and animal-based proteins has therefore hardly changed. But that does not mean the protein transition is hopeless, says Marleen Onwezen. “We do see other changes. Consumers increasingly accept plant-based proteins as ‘normal’.”
In 2025, the ratio of animal to plant-based protein consumption was 61 percent animal and 39 percent plant-based, according to the Protein Monitor. This is virtually the same as in 2024 and comparable to 2023. The government’s target of reaching a fifty-fifty balance by 2030 therefore does not appear any closer. “The transition towards more plant-based protein is not gaining momentum,” says researcher Marleen Onwezen of Wageningen Social & Economic Research. “That concerns me, because the production and consumption of meat have a major impact on our climate, our nature and our wellbeing. Much more needs to be done to bring plant-based proteins up to the same level as animal proteins. Otherwise we will not meet the target.”
Meat, dairy and bread remain the foundation of our food environment
The Protein Monitor tracks each year how people in the Netherlands eat and which products are available in supermarkets. It looks not only at consumption, but also at the reasons behind food choices, such as habits, price and perceptions of what is normal. Onwezen explains: “Our food environment and eating culture are still strongly geared towards meat and dairy. Think of supermarket promotions, advertisements at bus stops and the range of options in restaurants. Consumers receive a clear signal: animal proteins are the norm and plant-based proteins are a niche.”
“People often associate plant-based proteins with meat and dairy substitutes. But there is much more choice: pulses, nuts, tofu, tempeh and seitan, for example. Bread is, of course, also a good source of plant-based protein.” According to Onwezen, it would help if the food environment gave greater prominence to plant-based products through more variety, more promotion and lower prices, enabling them to compete more effectively with animal products.
Attitudes towards plant-based foods are shifting
Although overall eating patterns have hardly changed, consumer attitudes are evolving. The survey among 3,950 Dutch respondents shows that the intention to consume plant-based, protein-rich products has increased compared with 2024. At the same time, the intention to consume products such as cheese, milk and eggs has declined slightly.
Social norms are also shifting. More people feel that eating plant-based foods is becoming more common in their social environment. Consumers are also more likely to say that they believe it is becoming easier to make plant-based choices and that price is less often a barrier. These are cautious trends, but they indicate that the transition towards greater acceptance and a more plant-based default is continuing.
Supermarket supply remains largely animal-based
This shift is only partly visible in online supermarket assortments. Just 35 percent of protein-rich products are plant-based. Within the selected product groups, the range of animal-based protein products is seven times larger. Moreover, animal products are more often the cheapest option and are more frequently on promotion. In 2025, 76 percent of all promotions concerned animal proteins, compared with 56 percent in 2024.
At the same time, small changes can be observed. The gap in variety between animal and plant-based products has narrowed compared with previous years. The average price of plant-based protein products is now lower than that of animal products. However, plant-based options are still rarely the very cheapest choice.
Consumption, attitudes and supply out of sync
“The Protein Monitor shows that consumption, attitudes and supply are not developing at the same pace. While eating patterns remain stable, the way Dutch consumers view plant-based proteins is slowly changing, and the market supply is only partially keeping up,” says Onwezen. “The protein transition requires not only an expansion of plant-based supply, but also structural changes in policy, habits, social norms, cooking skills, and the price and availability of products. It is up to the new government to accelerate this process.”
The data in the Protein Monitor 2025 originate from multiple sources and were compiled by Wageningen Social & Economic Research (WSER) on behalf of the Ministry of Agriculture, Fisheries, Food Security and Nature (LVVN). The full publication is available at
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