{"id":33282,"date":"2026-06-09T14:43:12","date_gmt":"2026-06-09T11:43:12","guid":{"rendered":"https:\/\/animaliamedia.fi\/?p=33282"},"modified":"2026-06-09T14:43:51","modified_gmt":"2026-06-09T11:43:51","slug":"the-change-can-be-seen-in-the-shopping-cart","status":"publish","type":"post","link":"https:\/\/animaliamedia.fi\/en\/the-change-can-be-seen-in-the-shopping-cart\/","title":{"rendered":"The change can be seen in the shopping cart"},"content":{"rendered":"\n<p><em>Plant-based food isn&#8217;t yet going to overthrow the omnivorous diet in Finland, but for many people it has become a permanent part of their diet.<\/em><\/p>\n\n\n\n<p>The sales-data of chain stores tells of a slow change. Especially tofu, legumes and other plant proteins are becoming more popular even though consumption of meat hasn&#8217;t come down. This is explained mostly by flexible eating where consumption of plant-based food is increased without completely dropping meat from the diet.<\/p>\n\n\n\n<p>Based on surveys, the majority of Finnish people are still eating meat but consumption of plant-based foods is growing. According to market analysis done by Pro Vege, the third of the people who participated in the research attempt to increase their consumption of vegetables and decrease their consumption of meat. This can also be seen in the sales figures of grocery stores.<\/p>\n\n\n\n<p>&#8220;Interest in plant-based foods has grown in recent years and we have actively added them to our selection. The sales of plant-based proteins has grown steadily since 2022.&#8221;, says <strong>Sara Leinonen<\/strong>, Lidl&#8217;s head of quality and responsibility.<\/p>\n\n\n\n<p>The sales of tofu and legumes has been exceptional. In Lidl, the sales of canned legumes grew by the fifth, and tofu keeps on growing. In S Group, the trend is similar.<\/p>\n\n\n\n<p>&#8220;The demand for plant-based proteins has been increasing for several years. The most popular are tofu and pulled-oat style products&#8221;, says <strong>Juhani Haara<\/strong>, the head of sales in a S Group grocery store.<\/p>\n\n\n\n<p>According to the K Group, the sales of plant-based proteins grew about five percent in 2025. The sales of tofu grew up to 20 percent. Growth in the sales of beans, chickpeas and lentils could also be seen.<\/p>\n\n\n\n<p>In the long run, the demand for plant-based products will evolve positively. The K Group estimates that the growth will concentrate especially in product groups where taste, quality and price correlate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Flexible eating will increase<\/h2>\n\n\n\n<p>Growth in consumption of plant-based products doesn&#8217;t indicate that Finnish people would mass-transition to vegetarianism. According to the stores, the most meaningful change is flexible eating. More and more people are buying both meat and plant-proteins and are replacing part of animal products with plant-based alternatives.<\/p>\n\n\n\n<p>&#8220;Many customers who buy both plant-proteins and meat are flexible eaters. Those who follow a common diet are also sometimes buying plant-based alternatives.&#8221;, says Haara.<\/p>\n\n\n\n<p>The S Group sees growth also in hybrid products, which contain both meat and plant-proteins. In Lidl, selecting plant-based products is made easier by changing their representation.<\/p>\n\n\n\n<p>&#8220;We removed shelves that contained only plant-based products and placed them side by side the animal-based products to make choosing them easier&#8221;, Leinonen says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The price is crucial also for plant-proteins<\/h2>\n\n\n\n<p>Despite the growth in the consumption of plant-proteins, demand for meat hasn&#8217;t significantly decreased. According to the S Group, the wholesales of meat and fish has grown in recent years, and this is especially true for broiler.<\/p>\n\n\n\n<p>In the K Group, the sales of red meat has decreased for some degree, but the sales of poultry and fish has increased. According to Lidl, the sales of processed meat, like sausages and cold cuts, has decreased.<\/p>\n\n\n\n<p>The change is gradual. There are new choices on plates even though old ones are still present.<\/p>\n\n\n\n<p>All chain stores report that the single most important decision that affects the buying choices is price. Growth can be seen especially in low-cost plant-based alternatives, like beans, lentils and store brands.<\/p>\n\n\n\n<p>According to Lidl&#8217;s <em>Kest\u00e4v\u00e4 ruokavalio <\/em>(Sustainable diet) report, plant-based eating concentrates on big cities and young consumers. The demand is largest in Uusimaa, Southwest Finland and Pirkanmaa regions. According to Pro Vege, consumption of plant-based food is emphasized in young women.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Even a small change has an effect on animals<\/h2>\n\n\n\n<p>Even though Finns are not rapidly transitioning to a vegetarian diet, the increased consumption of plant-based products can be significant for animals. The decreased consumption usually affects the production only when its scale is large, but the effect can nonetheless be huge.<\/p>\n\n\n\n<p>Tens of millions production animals, mostly broilers and pigs, are annually slaughtered in Finland. Even a few percent change in consumption can save the lives of hundred of thousands production animals. Therefore even flexible eating, the reducing of consumption of meat without completely stopping it, can have a significant impact on the number of animals in the long term.<\/p>\n\n\n\n<p>The change will not happen overnight but it\u2019s present in the shopping cart already.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Order magazine<\/h2>\n\n\n\n<p>This article originally appeared in Animalia magazine 2\/2026. Are you interested in the magazine? Join Animalia&nbsp;<a href=\"https:\/\/animalia.fi\/liity-jaseneksi\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>&nbsp;and receive the magazine as part of your membership. (The magazine is only published in Finnish.)<\/p>\n\n\n\n<p>Translation: Artturi Lehikoinen<br>Photo:&nbsp;Miikka Luotio \/ Unsplash<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plant-based food isn&#8217;t yet going to overthrow the omnivorous diet in Finland, but for many people it has become a permanent part of their diet. The sales-data of chain stores tells of a slow change. Especially tofu, legumes and other plant proteins are becoming more popular even though consumption of meat hasn&#8217;t come down. This [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/animaliamedia.fi\/en\/the-change-can-be-seen-in-the-shopping-cart\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":14,"featured_media":33189,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[329,236,326],"tags":[368,204],"class_list":["post-33282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artikkeli-en","category-pitkat-en","category-ylanosto-en","tag-animalia-magazine","tag-veganism-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The change can be seen in the shopping cart | Animalia-media<\/title>\n<meta name=\"description\" content=\"Plant-based food isn&#039;t yet going to overthrow the omnivorous diet in Finland, 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