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Leading environmental NGOs, WWF, ProVeg International, and the Green Protein Alliance, are calling on the UK’s largest supermarket chains to take decisive action towards decarbonising the food system. They are urging retailers to set bold targets, with the aim of having plant-based products account for 60% of all protein sales.
This comes on the heels of Lidl GB’s recent announcement to increase plant-based protein sales to 25% by 2030.
While Lidl's move is welcomed, the NGOs are pushing for more ambitious goals in line with the Planetary Health Diet. This diet, developed by the EAT-Lancet Commission, sets out dietary guidelines intended to cater to a projected global population of 10 billion by 2050, while also respecting planetary boundaries and improving public health.
The guidelines specifically target wealthy nations with high levels of diet-related health issues, often associated with the consumption of processed foods and animal products.
WWF, ProVeg International, and the Green Protein Alliance argue that consumer preferences in these nations are already shifting towards plant-based diets. They believe that it is now time for retailers to meet these growing demands by enabling quicker changes in dietary habits.
A ProVeg survey revealed that 50% of Brits are actively reducing their meat consumption, with similar trends noted in France (57%) and Germany (59%).
Nine UK-based retailers, representing over 80% of the country's supermarket market share, have already adopted the ‘WWF Basket’ methodology, which tracks food sales by protein source. This includes major players such as Tesco, Sainsbury’s, Waitrose, Coop, Marks & Spencer, Lidl GB, and Aldi. According to the NGOs, these retailers now have the data necessary to set specific plant-protein targets.
Joanna Trewen, ProVeg International’s director of partnerships, said, “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, which is why ProVeg International, WWF, and the Green Protein Alliance are working together to enable food companies to track sales of animal and plant-based foods and measure progress toward protein split targets.”
The UK’s Climate Change Committee (CCC) has also weighed in on the issue, recommending a 20% reduction in red meat and dairy consumption by 2030. Henry Dimbleby, in his recommendations for the National Food Strategy, went further, suggesting a 30% reduction.
However, progress in decarbonising the agriculture sector remains slow. In its latest report to Parliament, the CCC noted that emissions from agriculture and land use have not significantly decreased since 2008.
The report warned that this lack of progress is contributing to “extreme uncertainty” surrounding future policy, with delays in frameworks hindering efforts. The CCC stressed that substantial acceleration is needed in the sector over the next seven years to meet the next carbon budget.
As the urgency around climate action grows, the spotlight is now firmly on retailers to set and meet ambitious targets that align with both consumer demand and the broader goals of net-zero emissions.
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