Netherlands meat consumption declines as plant-based choices rise

Meat consumption in the Netherlands has continued to decline, according to research from Wageningen University & Research (WUR). In 2025, total meat consumption per person was 67.3 kilograms, a decrease of 1.5 kilograms from the previous year. While beef consumption saw a slight decline and pork consumption dropped significantly due to data corrections, chicken consumption increased slightly.

This downward trend in meat consumption is supported by the impact of the ‘Wissel ’ns Wat!’ campaign. An impact study by Norstat indicates that over half a million Dutch adults have made conscious plant-based choices due to the initiative. Approximately 30% of people who recognize the campaign report having made a plant-based choice because of it, up from 20% in March.

Research shows that 40% of Dutch citizens feel invited by the campaign to eat plant-based more often, a figure that rises to 53% among those who already eat less meat. However, 50% of respondents expressed a need for more practical guidance and inspiration to facilitate more frequent plant-based eating.