As the climate crisis deepens and public health challenges escalate, a new report from advocacy group Madre Brava reveals how Europe’s largest supermarket chains are stepping up—or falling short—in supporting a crucial dietary shift: from animal-based to plant-rich diets.
The 2025 report evaluates 15 of Europe’s biggest food retailers on their efforts to reduce climate emissions and promote healthier eating by setting plant/animal protein split targets in line with the EAT-Lancet Planetary Health Diet. The findings are a mix of progress and inertia—and signal an urgent call for unified action across the sector.
The Leaders: Lidl, Albert Heijn, and Aldi Nord
Three retailers have emerged as frontrunners:
- Lidl has set public protein targets in six countries and aims to expand to the 31 where it operates. Its price parity strategy—matching plant-based product prices with animal-based equivalents—has already led to a 30% increase in plant-based sales.
- Albert Heijn (Ahold Delhaize), the largest Dutch retailer, has committed to a 60% plant / 40% animal protein sales ratio by 2030, and plans to roll out targets across all European branches by the end of 2024.
- Aldi Nord has made a similar 60/40 commitment in the Netherlands.
In the Netherlands, all major supermarkets (including Lidl, Jumbo, Plus, and Dirk) now share this 60/40 goal—part of a broader national strategy. As a result, meat sales have dropped by a striking 16.4% since 2020.
Courtesy of the Madre Brava report
Why It Matters
Europe’s food systems are a major driver of climate change, responsible for 38% of all EU consumption-related emissions, with meat and dairy accounting for 70% of those food-related emissions.
The Madre Brava report shows that if just four supermarket giants—Ahold Delhaize, Carrefour, Lidl, and Tesco—replaced half of their beef, pork, and chicken sales with plant-based alternatives by 2030, the impact would be enormous:
- 27.7 million tonnes of CO₂e saved – equivalent to removing 22 million cars from the road.
- 91,000 km² of land preserved – the size of Portugal.
- 570 million m³ of water saved – enough to fill 228,000 Olympic pools.
Still Too Many Laggards
Despite growing consumer interest in plant-based diets (with 51% of Europeans reducing meat intake), most supermarket groups have yet to set protein targets. Companies like Tesco and Carrefour have goals to boost plant-based sales—but without reducing meat and dairy, the shift falls short.
No major retailer has made a group-wide commitment to a plant/animal protein split across all its brands and markets. Madre Brava asks: should a Lidl shopper in France or an Aldi customer in Spain have less access to sustainable protein choices than someone in the Netherlands?
Courtesy of the Madre Brava report
Germany’s Momentum
Germany, too, is on the cusp of transformation. Meat consumption is at a record low (51.6kg/person/year), and plant-based product sales are soaring. Retailers like Lidl Germany and Kaufland have introduced price parity initiatives, with major players like Aldi Süd and Penny following suit. Even Burger King Germany now sells plant-based burgers at lower prices than meat.
Madre Brava’s Recommendations
- Set group-level 60/40 targets for plant/animal protein sales by 2030.
- Measure and disclose protein splits using harmonised tracking tools.
- Support consumers through pricing strategies, visibility, and accessibility.
- Enable a just transition for farmers through subsidies, fair pricing, and long-term contracts.
Nutricomms Opinion: The Protein Shift is Inevitable – But Far from Easy
At Nutricomms, we view the protein transition as both a powerful lever for change and a complex communications challenge. The Madre Brava report makes a compelling case for urgent, large-scale shifts in what Europe eats—and how retailers shape those choices. But turning targets into action isn’t as simple as switching products on shelves.
The Opportunity
The business case is growing stronger: consumers are becoming more conscious of sustainability, plant-based product ranges are improving in taste and texture, and real-world data (like Lidl’s 30% sales boost post-price parity) prove that well-designed interventions can work.
For food retailers, a plant-forward strategy isn’t just good PR—it aligns with:
- Climate commitments (Scope 3 emissions reductions)
- Health mandates (reducing NCDs like heart disease)
- Market trends (the rising flexitarian majority)
This is where Nutricomms sees a pivotal role: translating science and sustainability into messages that resonate with shoppers, empower teams, and build brand trust. We also believe that communications can help normalise dietary change—not by demonising meat, but by reframing plant-rich eating as enjoyable, accessible, and aspirational.
The Challenges
Despite the clear rationale, the protein transition still faces real-world resistance—from both inside and outside the sector:
- Cultural norms and taste preferences: Meat is still associated with tradition, identity, and status across many European cultures. Communications must tread carefully and avoid polarising language.
- Retailer fragmentation: While some national branches are innovating, there is no consistent group-level action, even within the same brand families. This creates confusion and dilutes impact.
- Affordability and accessibility: Price parity is effective, but not yet widespread. Without structural changes in supply chains and subsidies, plant-based options risk remaining a niche or premium choice.
- Farmer transitions: Moving from animal to plant protein production requires time, training, investment, and trust. Retailers and governments must ensure farmers are supported in this shift—or risk pushback and lost livelihoods.
- Mixed messages: Many retailers promote plant-based ranges alongside aggressive meat marketing and deep discounts. This undermines public trust and makes it harder for consumers to make informed choices.
Where Nutricomms Can Make a Difference
Nutricomms supports food businesses in crafting coherent strategies that align sustainability goals with nutrition science, consumer insights, and policy frameworks.
We believe that communications are not just an afterthought—they are a core part of delivering the protein transition. That means:
- Helping brands develop clear, measurable messaging about plant-rich commitments
- Advising on behaviour change communications that shift habits without judgment
- Supporting the creation of nutrition-aligned innovation pipelines
- Facilitating dialogue with stakeholders across the supply chain—from farmers to policymakers
The transition to plant-forward food systems won’t succeed on targets alone. It needs careful narrative work, cultural sensitivity, and bold leadership. We see both the potential and the pitfalls—and we’re ready to help food businesses navigate both.
Because shifting to a more sustainable diet isn’t just about what’s on the plate—it’s about the story that gets it there. Let’s help make plant-rich diets the default, not the exception.
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