Swiss households embrace plant-based proteins as climate concerns grow

Plant-based proteins are gaining ground in Switzerland, with a growing number of households making the switch. A 2023 study by the Swiss Vegetable Association, along with data from major retailers Migros and Coop, shows that between 25% and 30% of Swiss homes now regularly buy plant-based protein products. Factors like health, sustainability, and improved taste are driving this shift, with adoption rising by 15% each year as of early 2026.

Yet despite this trend, animal proteins still dominate supermarket shelves. Greenpeace has criticised Migros and Coop for stocking 90% animal-based proteins and just 10% plant-based options, even as climate concerns grow.

Protein is vital for the body, and both animal and plant sources provide it. Animal proteins, such as meat and dairy, contain all essential amino acids and are easily absorbed. Plant proteins, found in beans, lentils, and tofu, may lack some amino acids but can be balanced with a varied diet.

The environmental impact of protein choices is stark. Producing one kilogram of beef releases 15 kilograms of CO₂, while the same amount of lentils emits just 0.7 kilograms. Diet accounts for roughly a quarter of Switzerland's climate footprint, and experts warn that current food options make it hard to meet 2050 climate goals.

Health also plays a role in the shift. Plant-based proteins, especially when replacing red and processed meats, offer benefits like lower saturated fat and higher fibre. Meanwhile, animal products often come with discounts—90% of protein promotions at Migros and Coop focus on meat and dairy.

Retailers defend their approach by pointing to consumer demand. Coop states that 61% of Swiss people eat meat and cheese multiple times a week. Both Migros and Coop stress personal choice, arguing that shoppers decide what to buy. Yet as plant-based options improve in taste and affordability, more households are opting for them.

The share of plant-based proteins in Swiss diets is climbing, but animal products still dominate supermarket shelves. With climate targets looming and health awareness rising, the balance between the two may shift further. For now, retailers continue to prioritise meat and dairy, while plant-based alternatives slowly gain space.