24
June
2026
The Rewe Group published its 2025 Progress Report at the start of the week. In it, the company builds on the protein strategy it launched ten months ago. As well as measuring the ratio of animal-based to plant-based sales across the board, the company now also reports this ratio specifically for protein-rich foods and dairy products (Food Groups 1 and 2 according to the WWF methodology).
This is an important step, as, according to an analysis carried out by the sustainability consultancy Quantis on behalf of Madre Brava, these categories offer the greatest potential for cost-effective improvements to planetary and human health, as well as for reducing emissions.
Whilst the company is on the right track in terms of its overall product range, favouring plant-based foods, Rewe fails to specify a concrete protein split target for Food Groups 1 and 2.
As a result, Rewe is also missing out on the chance to overtake Lidl in terms of sustainability.
Cloudy scope 3 emissions
The report also remains vague regarding Scope 3 emissions. Whilst a reduction has been achieved in the company’s own emissions,such as those from its vehicle fleet or heating and cooling systems, the group does not publish any specific figures on emissions from its supply chain or the products it sells. However, these account for over 95 per cent of total emissions, and over 50 per cent of these stem from animal proteins.
A coalition of health, environmental, food and animal welfare organisations,including Madre Brava, ProVeg, the Albert Schweitzer Foundation and PAN, had already offered the Rewe Group to support the company in setting specific targets for meat and dairy products.
An upcoming report from consultancy firm SystemIQ and climate expert Brent Loken (formerly of the EAT-Lancet Commission) on behalf of Madre Brava, provides scientifically-based guidance on how to do this. The study sets out practical ways in which the German food retail sector can successfully navigate the transition towards sustainable eating and the gold standard, thePlanetary Health Diet.
Supermarkets shape what we eat
Supermarkets are where the vast majority of people in Germany buy their food. Protein targets ensure that a wide range of healthy, plant-based options are available to them.
This will help accelerate a societal shift towards better health, longer life expectancy and more sustainable food production. At the same time, this strengthens the conditions for Germany to take a leading role in the fields of food security and biotechnology, and to achieve its climate targets in line with the Paris Agreement.
“We are delighted to see the proportion of plant-based products in Rewe’soverall range rise from 54 to 55.6 per cent in just one year,” said Esther Erhorn, Head of Food Innovation at the Albert Schweitzer Foundation, commenting on the report.
Dirk Liebenberg, Head of Corporate Engagement at ProVeg Germany, added: “The fact that the Rewe Group is now also measuring the protein split separately across key food groups is a positive development. However, Rewe could have sent a much stronger signal by setting clear protein split targets.”
Moritz Möller, Germany Director at Madre Brava, said: “It remains entirely unclear how Rewe intends to achieve its climate targets without specific guidelines for its product range. The supply chain is the biggest source of emissions, yet hardly any progress is being made in this area.
“Meanwhile, the market is changing rapidly: whilst meat and dairy are losing ground, according to YouGov, the plant-based alternatives segment is growing twice as fast as the overall market amongst the younger generation. In this growth market, Rewe has so far only managed to position itself in mid-table, allowing discounters such as Lidl to overtake it. We are calling on Rewe to finally set binding product range targets to make sustainable food affordable and accessible for everyone.”
