A new study has found that plant-based meat and dairy products are now cheaper than their conventional animal-derived counterparts in nearly all Dutch supermarkets.
The study was carried out by research body Questionmark, on behalf of food awareness organisation ProVeg Netherlands.
Questionmark compared the prices of shopping baskets filled with the 12 most common product types, including vegetarian meatballs, plant-based cheese and plant-based yogurt.
The cheapest plant-based version was always compared with the cheapest animal-based counterparts of the same products in seven supermarkets: Albert Heijn, Aldi, Dirk, Jumbo, Lidl, Plus and Ekoplaza.
According to the research, the price advantage for plant-based foods can be up to €9.66 at Ekoplaza, a 20% saving. At Jumbo and Lidl, plant-based shopping baskets were cheaper by €3.89 and €3.11 respectively. Only at one supermarket (Dirk) would the consumer pay more (€0.18) for a basket filled with plant-based products.
Studies commissioned by ProVeg in Belgium and Germany in 2023 have shown similar promising evidence of price parity. However, at the time of these studies, ProVeg said that the convergence did not lead to consumers saving money overall on all accounts.
In Germany, in October 2023, a plant-based shopping basket was still on average 25% more expensive than one containing animal-derived products – down from 53% in 2022.
Elsewhere, in Belgium, research carried out in March 2023 found that plant-based shopping baskets were found to be cheaper in three retailers (Aldi, Lidl and Colruyt) with savings between €1.21-2.30. But in another (Carrefour) the plant-based basket was €5.93 more expensive, with Delhaize also slightly more expensive (€0.32).
The new study highlighted that although consumers paid less overall for plant-based groceries, there are still large price differences between product categories.
In the meat substitute category, the plant-based alternative is often cheaper, while plant-based cottage cheese and yogurt are always more expensive than the traditional dairy versions.
For 500g of plant-based cottage cheese, the consumer pays between €0.75 and €1.50 extra, and for 500g of plant-based yogurt, the consumer must pay between €0.60-€1.45 more than for the conventional dairy product.
An interim report from ProVeg and Questionmark showed that in mid-2022, plant-based meat, burgers and chicken pieces suddenly became cheaper than their animal counterparts due to inflation.
Supermarkets are also consciously taking steps to eliminate or reduce the price differences between animal and plant-based products.
Jumbo established a policy in November 2023 that private label meat substitutes will be offered at the same or lower price as the animal alternative. Several retailers have followed suit with similar steps, including Lidl in Germany and Austria.
ProVeg said that these measures are reflected in the research results, adding that it encourages supermarkets in the Netherlands and abroad to follow these good examples.
“We also ask supermarkets not only to focus on meat substitutes in their policy, but also to look at the pricing of alternatives to dairy,” said Pablo Moleman, director of ProVeg Netherlands.
“It is difficult to explain that a carton of soy yogurt is almost twice as expensive as cow’s yogurt, while soy milk and cow’s milk are the same price.”
The Dutch supermarkets included in the study have also set goals to change the ratio of animal and plant-based proteins on their shelves.
Aldi, Dirk and Ekoplaza are aiming for a 50/50 ratio by 2030. Albert Heijn, Jumbo, Lidl and Plus are aiming for 60% plant-based and 40% animal-based.
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