Despite efforts to stimulate sales of plant-based proteins, Dutch Ahold Delhaize subsidiary Albert Heijn reports disappointing sales – their share even fell last year (albeit slightly). The retailer sees two major challenges to achieving its goal of reaching a 50 % share for plant-based protein sales for this year.
“Unachievable”
The Dutch chain had set itself some very ambitious targets: it wanted to raise the share of plant-based proteins being sold to 47 % in 2024, then further to 50 % in 2025 and even 60 % in 2030. However, the retailer now had to admit that the share even fell slightly in 2024: from 44.5 % in 2023 to 44.2 % in 2024.
