Protein transition stalls – or does it?

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.”

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