How Retailers Can Lead the Shift To Plant-Based Eating

From vegconomist.com

The future of plant-based food isn’t just in the hands of innovative brands or forward-thinking consumers – it’s also up to retailers, according to ProVeg International. With supermarkets responsible for 70% of food sales, they play a defining role in shaping the food environment. But are they doing enough to make plant-based the norm?

In the latest episode of the New Food Hub podcast, ProVeg International speaks with Martine Van Haperen, an expert in food industry and food service. She sheds light on the current retail landscape for plant-based foods, the barriers preventing wider adoption, and how retailers can drive meaningful change.

The silent majority wants change

Consumers may say they want more plant-based options, but when they step into a supermarket, the dominance of animal-based products keeps old habits in place. According to a Dutch study, two-thirds of people believe the food system should be more plant-based. Yet, in the store, many revert to familiar foods, often because of subtle cues reinforcing that animal products are the default.

Retailers have the power to challenge this status quo. From shelf placement to pricing strategies, every decision they make influences purchasing behaviour. So how can they nudge consumers towards more plant-based choices without alienating them?

The Protein Tracker: a game-changer for supermarkets

A major breakthrough in tracking plant-based food progress is the Protein Tracker, an initiative developed by ProVeg Netherlands in collaboration with retailers and NGOs. This tool measures the ratio of plant-based to animal-based protein sales, helping supermarkets monitor and accelerate their shift toward a more balanced approach.

With some retailers already committing to a 60/40 plant-to-animal protein split by 2030, the Protein Tracker is a critical accountability tool. But will retailers embrace it, and how can they use it to reshape their offerings?

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Smart retail strategies

Retailers looking to boost plant-based sales should consider subtle, strategic changes:

• Stealth reformulation: Some stores are quietly replacing butter and eggs in biscuits and pastries, making them plant-based without fanfare.
• Blended products: Blended options (e.g., meat products with plant protein) are gaining traction, easing consumers into the shift.
• Marketing that works: Instead of pushing a ‘vegan’ label on the front of packaging, successful retailers highlight taste, texture, and origin – qualities that resonate with mainstream shoppers.

What’s next for retail?

Looking ahead, Van Haperen is excited about the growing presence of plant-based products across different retail categories. “We’re seeing blended products, new bakery items, and even changes in the candy aisle, which for years was dominated by gelatine. Now, plant-based foods and logos are popping up everywhere. It’s a glimpse of how supermarkets could look in just a few years – and that’s really exciting.”

Want to hear more about how supermarkets can lead the charge in protein diversification? Tune into the full episode of the New Food Hub podcast for an in-depth discussion on the future of retail and plant-based food strategies. Listen now on the New Food Hub website!

For more support on your alternative protein strategy, get in touch with corporate@proveg.org. 

https://vegconomist.com/retail-e-commerce/how-retailers-can-lead-shift-plant-based-eating/