Published in News
Jumbo Rethinks Meat Strategy After Sales Drop
Dutch supermarket reverses course on meat promotions after losing customers and revenue.
Martina Osmak
Director of Marketing
A Shift Back to Meat Advertising
Dutch supermarket chain Jumbo has decided to promote meat products again, nearly two years after stopping discounts on them.
The company originally removed special offers on meat in May 2024. Now, it says the move reduced its sales and pushed customers to shop elsewhere.
A company spokesperson explained that people did not buy less meat—they simply bought it from other supermarkets.
Why Jumbo First Stopped Meat Deals
Jumbo made headlines in 2024 when it became the first major Dutch supermarket to end promotions on meat.
The goal was to encourage more plant-based eating and support a healthier, more sustainable food system.
At the time, the company said it wanted to:
Balance plant and animal protein sales to 50/50 by 2025
Increase plant-based options to 60% by 2030
Reduce the impact of cheap meat deals on consumption
Animal welfare group Wakker Dier praised the decision and had long argued that discounts on meat increase demand and harm animal welfare.
The Reality: Customers Changed Stores, Not Habits
Despite good intentions, Jumbo’s plan did not lead to a major change in eating habits.
Instead:
Meat sales dropped at Jumbo
Customers bought meat from competitors
The company lost millions in revenue
This showed that one supermarket acting alone may not be enough to change consumer behavior.
A Bigger Challenge for the Industry
Jumbo says real change requires the entire market to move in the same direction.
Without support from other supermarkets, customers can easily choose cheaper options elsewhere.
Still, the company has not given up on its sustainability goals.
Changing Diets, Slowly
Across the Netherlands, eating habits are already shifting—but slowly.
Recent data shows:
Around 43% of protein consumption is plant-based
About one in four dinners is now meat-free
Health guidelines suggest this should rise to around 60% plant-based protein in the future.
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