One reason plant-based alternatives are being sold less often, according to ABN Amro economist Nadia Menkveld, is declining purchasing power. ‘Food has gotten a lot more expensive. As a result, we also shop a little less in supermarkets. We need to address them in all categories and so do meat substitutes. (…) A correction also took place. In 2020 and 2021 we bought our food more often in supermarkets because the catering sector was closed.’
niche
According to Menkveld, the market for meat substitutes is still small. ‘The share of meat substitutes compared to meat is about 4-6%. So it’s basically a niche. And meat substitutes are quite new, so this drop was also a surprise.’
Positive
Despite the falling numbers, Menkveld is positive. ‘We’ve done research, including consumer research. Some consumers who have tried meat substitutes find the taste or texture disappointing. At the same time, we see these elements – taste and texture – being innovated by start-ups and established companies. We think this will grow the category. (….) The government and supermarkets also want a larger part of our menu to be made up of plant proteins. Different forms of meat substitutes may play a role in this.’