Retailers urged to set targets for plant-based sales

ProVeg International, WWF, and the Green Protein Alliance are calling on retailers to set ‘ambitious targets’ to tip food sales so they align with the Planetary Health Diet.

This model was developed by the EAT-Lancet Commission and encourages a plant-forward diet where whole grains, fruits, vegetables, nuts and legumes comprise a greater proportion of foods eaten. This equates a ratio of 70:30 plant-based to animal protein when all food groups are included, and 60:40 when just focusing on protein source foods including meat, eggs, fish, and legumes.

Together the three organisations are looking to develop a harmonised approach for measuring the protein divide. Joanna Trewern, director of partnerships for ProVeg International, explained: “Establishing a standardised approach for measuring the protein split will pave the way for a comprehensive understanding of the shift toward healthier, more sustainable food systems.”​

This news follows the recent announcement from Lidl GB which has stated its intent to increase its plant-based protein sales​​ (tonnage), with ambitions to make these alternatives 25% of its total protein sales by 2030.

The discounter is also committing to doubling the proportion of sales of plant-based protein from dairy alternatives in the same period.

According to Lidl, this marks the first time a UK retailer has set specific plant-based protein targets. Its Netherlands arm, meanwhile, is testing the integration of meat substitutes on the meat shelf to work towards its target of 60/40 by 2030. In fact, over 90% of Dutch food retailers are already tracking their protein split using a method developed by the Green Protein Alliance and ProVeg Netherlands, called ‘The Protein Tracker’.

In the UK, nine retailers, representing over 80% of the major UK supermarkets, have adopted the ‘WWF Basket’ methodology to report on protein source food sales, including Tesco, Sainsbury’s, Waitrose, Coop, M&S, Aldi and Lidl.

ProVeg International, WWF, and the Green Protein Alliance are encouraging retailers to report progress against a clear baseline and reference year, using a methodology that allows for internal comparability. At a minimum, they’re urging retailers to report on protein-sourced food sales and at best, report and set targets to ‘rebalance’ animal and plant-based food sales across whole product portfolios.

In other news, a spinout from the University of Leeds has secured £3.5m to support its work into fat and oil replacements.​​