Accelerating the protein transition
About this expertise
In short- Understanding perceptions
- Tracking consumption trends
- Behavioural change strategies
- Integrated approach
The Dutch government has set a target to achieve a 50:50 ratio of animal to plant-based protein consumption by 2030. This shift aims to enhance public health, sustainability, and animal welfare. Wageningen University & Research is identifying key steps to accelerate this transition by examining consumer behaviour, incentives, and the institutional and regulatory landscape.
To accelerate the transition to a healthier and more sustainable food system, we adopt a comprehensive approach. to analysing key factors such as consumption behaviour, supermarket offerings, marketing strategies and public perception. We analyse consumption patterns, supermarket assortments, marketing strategies, and public perceptions. This enables us to pinpoint both bottlenecks and leverage points within the food environment.
Our annual Protein Monitor tracks the shift from animal to plant-based proteins in Dutch supermarkets. In 2024, 38% of protein-rich products were plant-based. However, consumer uptake has not matched the increase in supply, highlighting the need for targeted interventions.
Our experts collaborate with retailers to redesign food environments, improve shelf layouts and pricing strategies, and enhance marketing communications. We also advise policymakers on effective strategies to influence consumer behaviour and meet national protein transition objectives. Our research provides a robust foundation for action by governments, businesses, and civil society.
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prof.dr. MC (Marleen) Onwezen
Sr. Researcher in consumer behaviour / Special Professor