Plant-Based Staples Now Cheaper Than Meat and Dairy at Major Dutch Supermarkets
A new study by ProVeg Nederland shows that plant-based groceries are now cheaper per kilogram than their animal-based counterparts at all nine major Dutch supermarkets, with savings averaging 18%. The shift is driven by private-label pricing and inflation pressures on animal products, though some categories like yoghurt and mayonnaise remain more expensive.
A plant-based basket of essential groceries is now cheaper per kilogram than a comparable animal-based basket at all nine major Dutch supermarkets, according to new price research from ProVeg Nederland. The study found that consumers save an average of 18% on basic staples, with discounts reaching as high as 30% at the most affordable chain.
## Price Comparison Across Supermarkets
ProVeg Nederland compared the lowest-priced plant-based meat and dairy alternatives to their animal-based counterparts in packages up to one kilogram at nine major Dutch supermarkets. The findings reveal significant savings across the board:
| Supermarket | Savings (%) | |-------------|-------------| | Plus | 30 | | Dirk | 28 | | Lidl | 24 | | Albert Heijn| 19 | | Jumbo | 18 | | Picnic | 17 | | Hoogvliet | 16 | | Aldi | 15 | | Ekoplaza | 5 |
The most significant price advantages were seen in burgers (31% cheaper), chicken-style pieces (29%), and mince (21%).
## Private-Label Products Drive Affordability
The research highlights that private-label plant-based products are a key driver of affordability. According to Martine van Haperen, a food industry expert at ProVeg Nederland, the perception that plant-based products are expensive often deters consumers from making healthier and more sustainable choices. However, by pricing plant-based alternatives slightly lower than their animal-based counterparts, supermarkets are making the sustainable choice the more economical one.
Sales data supports this trend. GFI Europe figures cited in the research show that cheaper plant-based private-label products grew revenue by 12% in 2025, while pricier branded products fell by 12%.
## Remaining Price Gaps
Despite the overall trend, some plant-based categories remain significantly more expensive than their animal-based counterparts. Plant-based mayonnaise, for example, averages four times the price of egg mayonnaise, and the cheapest plant-based yoghurt is roughly double the price of dairy yoghurt.
Van Haperen attributes these discrepancies to lower sales volumes and limited format availability. "If plant-based alternatives are bought less frequently, sales volumes remain low, making it harder for supermarkets to offer competitive prices," she explained. "Plant-based yoghurts are also rarely available in larger formats like litre cartons, which makes it difficult to match the low per-kilogram price of dairy."
## Supermarket Strategies and Future Goals
Lidl was the only chain to rank in the top three for both basic and extended baskets, which included additional items like chicken-style pieces, shawarma, sausage, schnitzel, and mayonnaise. ProVeg noted that Lidl’s policy of pricing plant-based meat and dairy variants at or below animal equivalents in comparable pack sizes contributes to its strong performance.
The research underscores the role of retailer pricing in achieving the Dutch grocery sector’s target of a 60/40 plant-to-animal protein sales ratio by 2030. Van Haperen emphasized, "The more accessible and affordable plant-based products are, the easier it becomes for consumers to make that choice."
