{"id":114472,"date":"2025-03-04T10:20:53","date_gmt":"2025-03-04T09:20:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114472"},"modified":"2025-03-07T11:42:08","modified_gmt":"2025-03-07T10:42:08","slug":"albert-heijn-plantaardig-groeit-minder-snel-dan-verwacht","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/albert-heijn-plantaardig-groeit-minder-snel-dan-verwacht\/","title":{"rendered":"Albert Heijn: \u201cPlantaardig groeit minder snel dan verwacht\u201d"},"content":{"rendered":"\n<p>Ondanks inspanningen om de eiwittransitie te stimuleren, groeit de verkoop van plantaardige eiwitten minder dan verwacht bij <strong>Albert&nbsp;Heijn<\/strong>. Het aandeel is vorig jaar zelfs licht gedaald. De retailer ziet twee grote uitdagingen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cAmbitie vrijwel niet haalbaar\u201d<\/h2>\n\n\n\n<p>Albert Heijn had zich tot doel gesteld dat 47% van de verkochte eiwitten plantaardig zou zijn in&nbsp;2024, maar de retailer kwam niet verder dan&nbsp;44,2%, blijkt uit het zopas gepubliceerde duurzaamheidsverslag. Dat is een verrassende daling: in&nbsp;2023 bedroeg het aandeel nog 44,5%. \u201cHoewel het assortiment is gegroeid en we veel doen om de eiwittransitie te stimuleren, groeit de verkoop van plantaardige eiwitten minder snel dan verwacht\u201d, zegt de retailer. Dat betekent dat de eerder geformuleerde ambitie van&nbsp;50% in&nbsp;2025 \u201cvrijwel niet haalbaar\u201d is geworden. Of de doelstelling van&nbsp;60% in&nbsp;2030 dan w\u00e9l realistisch is, blijft een open vraag.<\/p>\n\n\n\n<p>Volgens de supermarktketen spelen hier twee verklaringen. Ten eerste is er de grote populariteit van eiwitrijke voeding. Veel van die producten bestaan uit dierlijke eiwitten: denk aan prote\u00efnerijke zuivelproducten of kipfilet. Een tweede uitdaging is het aanpassen van eetpatronen: klanten houden vast aan vertrouwde keuzes. Er moet een gedragsverandering plaatsvinden, maar dat is een lang proces.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Aanbod uitbreiden<\/h2>\n\n\n\n<p>Dat betekent niet dat Albert Heijn zijn ambities opgeeft: de retailer zegt plantaardig aantrekkelijker te maken met campagnes, productinnovaties en prijsstrategie\u00ebn. Begin dit jaar bijvoorbeeld lanceerde de supermarktketen al een campagne rond peulvruchten en bonen: veelzijdige en gezonde plantaardige eiwitbronnen. Bovendien <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/albert-heijn-helpt-vlamingen-met-gezondere-voedingskeuzes\/\" target=\"_blank\">lanceerde de keten de &#8216;Swappen&#8217;-campagne<\/a>, die kleine stapjes naar een gezondere voeding moet promoten, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/albert-heijn-gaat-ook-in-nederland-swappen\/\" target=\"_blank\">in Belgi\u00eb en Nederland<\/a>.<\/p>\n\n\n\n<p>Daarnaast zal de retailer het huismerk Terra met plantaardige alternatieven verder uitbreiden van\u00a0250 naar 350\u00a0producten. Onder andere plantaardige prote\u00efnerijke zuivelalternatieven komen het aanbod aanvullen. Ook lanceert Albert Heijn vleesvervangers die niet echt een vleesequivalent hebben: crispy tofu, groentesteaks en peulvruchten-<em>bites<\/em> bijvoorbeeld. Er komen bovendien plantaardige alternatieven voor surimi en zeevruchtenspreads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ondanks inspanningen om de eiwittransitie te stimuleren, groeit de verkoop van plantaardige eiwitten minder dan verwacht, ziet Albert Heijn. Het aandeel is vorig jaar zelfs licht gedaald. De retailer ziet twee grote uitdagingen. <\/p>\n","protected":false},"author":3,"featured_media":114473,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[784],"people":[],"extra":[43],"company":[123],"topic":[273],"region":[113],"class_list":["post-114472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-veggie-vegan","extra-plus","company-albert-heijn","topic-duurzaamheid","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Albert Heijn: \u201cPlantaardig groeit minder snel dan verwacht\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ondanks inspanningen om de eiwittransitie te stimuleren, groeit 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