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Overview
Overview
The WWF Retail Methodology empowers retailers to lead the protein transition—shifting from animal to plant-based proteins—to cut environmental impact and promote healthier diets.
The WWF Retail Methodology equips retailers with a clear, science-based framework to measure, track, and accelerate this shift in line with global sustainability goals. It guides them through a stepwise approach to map food sales against specific targets, rebalancing protein sources from animal to plant-based.
Momentum is building : Lidl International is applying the WWF methodology across all 31 countries where it operates, and several other major European retailers are now in active discussions to join this movement.
Alignment with the EAT-Lancet Commission
Alignment with the EAT-Lancet Commission
As part of the shift to planet-based diets, retailers should set clear, measurable targets to rebalance consumption towards plant-based foods. WWF recommends:
Protein diversification targets to reach a 60:40 split between plant-based and animal-source proteins (e.g., legumes, nuts, meat, eggs, seafood).
Overall diet targets to achieve a 70:30 split in favour of plant-based foods across all food groups by 2050—aligned with the Planetary Health Diet (PHD).
Key actors
Key actors
Retailers
Consumers
WWF
Policy makers
Public authorities
Funders
Food & Sustainability Consultancies
NGO’s
Lessons Learned
Lessons Learned
Retailers are critical in accelerating the transition to healthy and sustainable diets, particularly in countries with high consumption-related environmental impacts.
The WWF Retail Methodology reflect the diets metric of the WWF Basket, launched in the UK in 2021. Seventy percent of UK retail market are committed to this through the Retailers’ Commitment for Nature.
Next steps
Next steps
Foster a global movement towards protein transition.
Empower retailers to measure progress and commit to change.
Build capacity and enable global scaling.
Continue developing the methodology in collaboration with retailers.
Leverage TILT funding to expand WWF’s retail engagement strategy—accelerating the protein transition using the WWF Retailer Methodology across 10 additional countries in Europe, South America, and Asia.
For more information contact: Sanjoo Malhotra at smalhotra@wwfint.org
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