Retailers today have a great responsibility. Once just places to buy groceries, supermarkets and food chains now shape diets, influence cultural norms, and sit squarely at the intersection of public health, environmental sustainability, and commercial growth. Central to this role is an emerging concept that every retail buyer, sustainability lead, and strategy executive should understand: protein diversification.
In simple terms, protein diversification is the strategic balancing of protein sources in a retailer’s product portfolio, shifting away from an overwhelming reliance on animal-based proteins toward a broader mix that includes a higher ratio of plant-based options such as legumes, pulses, tofu, meat substitutes, and other alternative proteins.
It means tracking and rebalancing protein sales so plant-based proteins increasingly complement – and, where appropriate, substitute – animal proteins on supermarket shelves and in consumer baskets.
Why diversification matters
The food system is a major contributor to climate change and environmental degradation. Around one-third of global greenhouse gas emissions come from food systems, with animal-based products responsible for a disproportionate share. For supermarkets, this reality shows up clearly in their own footprints. Around 90% of retail emissions sit in Scope 3, driven largely by agricultural supply chains.
Retailers’ product assortments, pricing strategies and marketing decisions reflect and reinforce consumption patterns. What they sell influences not just sales figures, but societal outcomes.
Protein diversification is not a niche sustainability metric; it is quickly becoming a core indicator of retail climate credibility and strategic leadership. The inaugural Superlist Environment Europe 2026 benchmark highlights this shift. Retailers that publicly disclose and act on their protein mix are seen as serious about reducing Scope 3 emissions and aligning with climate science, while those who ignore it risk falling behind competitors.
But the case for protein diversification is far broader than climate alone. Consumer demand is shifting fast. A growing proportion of shoppers, particularly health-conscious and flexitarian consumers, are actively seeking plant-based options as part of a balanced diet. Plant foods tend to be higher in fibre and are associated with lower risks of heart disease, diabetes and other lifestyle diseases – trends that shape purchase decisions across demographics.
Multiple threats
Retailers that embrace protein diversification strengthen their long-term commercial performance. Innovating with plant-forward assortments signals agility and responsiveness to an evolving market, while working with plant-based brands or developing private-label alternatives creates distinctive value propositions for consumers.
Discounters, in particular, are proving that plant-rich shelves don’t equate to premium price points; they can deliver strong margins while expanding choice. Lidl GB, for example, has found significant success after increasing its own-brand Vemondo range. Last year, the discounter announced it had surpassed its original 2025 target of a 400% increase in meat-free and alternative milk sales, achieving a staggering 694%. This news follows Lidl GB’s own commitment to increasing the proportion of plant-based protein to 25% of total protein sold by 2030.
Retailers that fail to act risk multiple threats. Climate risk is growing as emissions reductions fall short. Policy risk is increasing as governments tighten public health and sustainability standards. And commercially, retailers risk losing market share to competitors that are moving faster with innovative, more diversified offerings.
Tracking targets
For many retailers, this begins with transparency and measurement. Without data, it’s impossible to set meaningful goals or track progress on the balance between plant and animal protein sales.
Retailers should measure and disclose those figures publicly, setting time-bound targets aligned with scientifically grounded models (such as the Eat-Lancet Planetary Health Diet, which suggests a split of at least 75:25 plant to animal source foods for sustainable diets). They can also build credibility and accountability by embedding protein diversification within climate and business strategies, linking protein targets to carbon reduction goals, health outcomes, and commercial incentives.
Importantly, tracking is not an end in itself. It enables targeted interventions, from strategic promotions and pricing to shelf placement and category management that influence consumer choice.
Protein diversification is more than a trend; it’s a necessity. Retailers have a unique influence on food environments and consumer behaviour, and with that influence comes responsibility and opportunity. By rebalancing protein portfolios and embracing a diverse mix, retailers can align with health and sustainability targets, respond to consumer demand, and unlock new growth pathways.
The leaders are already showing what’s possible; now the rest of the sector needs to step up.
Joanna Trewern is director of partnerships at ProVeg International
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