Swiss Supermarkets: 90% Animal Protein – Greenpeace Calls for Plant-Based Shift by 2035
- Switzerland’s major food retailers, Coop and Migros, currently offer a protein supply overwhelmingly dominated by animal sources – approximately 90% – with only 10% derived from plants.
- The findings, based on a review of approximately 2,500 food items available online at both supermarkets as of November 30, 2025, reveal that 91% of protein sources at...
- Diet is responsible for a substantial quarter of Switzerland’s overall climate impact.
Switzerland’s major food retailers, Coop and Migros, currently offer a protein supply overwhelmingly dominated by animal sources – approximately 90% – with only 10% derived from plants. This imbalance, highlighted in a recent analysis by Greenpeace Switzerland, raises concerns about the nation’s progress toward ambitious climate goals and the promotion of healthier, more sustainable dietary patterns.
The findings, based on a review of approximately 2,500 food items available online at both supermarkets as of , reveal that 91% of protein sources at Migros and 88% at Coop originate from animals. This trend extends to promotional offers, with 91% and 89% respectively focused on meat, fish, eggs, and dairy products. The data underscores a significant gap between current offerings and the dietary shifts needed to meet Switzerland’s commitment to reduce the climate footprint of food by 40% by .
Diet is responsible for a substantial quarter of Switzerland’s overall climate impact. Achieving the 40% reduction target necessitates a move away from animal proteins, which generally have a higher environmental cost in terms of greenhouse gas emissions, land use, and water consumption. The dominance of animal proteins in the Swiss food supply is particularly noteworthy given that Coop and Migros, along with their subsidiary Denner, control an estimated 80% of the Swiss food market.
Experts emphasize that a shift towards plant-based proteins is a crucial lever in achieving these climate goals. “The climate goal of Coop and Migros is: net zero emissions by 2050. To achieve this, they would have to sell massively fewer animal products and more plant-based products; ideally in a ratio of 40 to 60 percent,” says Nico Frommherz, a consumer expert at Greenpeace. He further points out that current retail practices, such as offering discounts on animal products, actively encourage consumption patterns that are detrimental to the climate, biodiversity, and public health.
The call for a rebalancing of protein sources aligns with a growing international movement advocating for dietary changes to promote sustainability. The Planetary Health Diet, developed by the EAT-Lancet Commission, suggests a dietary pattern that is approximately 70% plant-based and 30% animal-based when considering all food groups. When focusing specifically on protein sources, the recommended split shifts to 60% plant-based and 40% animal-based, encompassing meat, eggs, fish, and legumes.
Several European countries are already taking steps to encourage this transition. In the Netherlands, eleven retailers have voluntarily committed to achieving a 60% share of plant-based proteins by , with support from the Dutch government. This initiative demonstrates the feasibility of setting and pursuing ambitious targets for protein rebalancing.
The success of these efforts hinges on retailers actively tracking their protein sales and implementing targeted measures to shift consumer behavior. The “Protein Tracker” methodology, developed by the Green Protein Alliance and ProVeg Netherlands, provides a tool for retailers to monitor their progress and identify areas for improvement. For example, the Dutch retailer Jumbo recently ceased running promotions on animal-based meat products as an intermediate step towards achieving a 50/50 plant-animal protein split by .
Consumer preferences are also evolving, with increasing numbers of individuals reducing their meat consumption. Data indicates that 59% of consumers in Germany, 57% in France, and 48% in the UK report decreasing their yearly meat intake. Retailers are encouraged to capitalize on these changing trends by setting bolder protein split targets and promoting plant-based alternatives.
Greenpeace is urging Swiss retailers to commit to a minimum of 60% plant-based protein sales by . They also advocate for a target agreement between the federal government and the retail trade as part of Switzerland’s agricultural policy (AP30+), which would provide a framework for achieving climate and environmental goals in the nutrition sector. This collaborative approach, combining retailer initiatives with government support, is seen as essential for driving meaningful change and ensuring a more sustainable food system for Switzerland.
The shift towards plant-based proteins is not only beneficial for the environment but also offers potential health advantages. Plant-based diets are often associated with lower risks of chronic diseases, such as heart disease, type 2 diabetes, and certain types of cancer. However, it’s important to note that a well-planned diet, regardless of its composition, is crucial for optimal health.
As Lidl in the UK has demonstrated by setting a target of 25% plant-based protein sales by , setting measurable goals is a critical first step. The challenge now lies in scaling up these efforts and fostering a broader commitment to protein rebalancing across the Swiss retail landscape.