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Changing our diets is a powerful action that we can all take to reduce our climate impacts.  

WWF recognises that animal-based proteins can be part of a healthy and sustainable diet, however, we cannot ignore the fact that the consumption of meat and dairy has huge environmental impacts.

The livestock industry alone generates nearly 15% of all human-made greenhouse gas emissions while precious habitats, like the Brazilian Amazon and Cerrado, are being cleared to graze livestock and grow feed crops like soy.  

At the same time as supporting farmers in driving down emissions associated with food production and bringing nature back, we need to ensure that more of the protein we eat comes from plant-based foods, which typically have a much lower environmental footprint.  

WWF Basket - Key Metrics on Diets

What is the target?

diet targets

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To deliver for climate and nature, there needs to a shift towards more plant-based proteins, which typically have a much lower environmental footprint. 

The WWF Basket ambition is for retailers to work towards a fifty-fifty split between sales of plant and animal proteins by 2030, and tracks data to measure the shift towards increased consumption of plant-based proteins.   

You can find out the latest WWF Basket data on diets in our 2023 report, What's in Store for the Planet: the Impact of UK Shopping Baskets on Climate and Nature - 2023.

You can find out more about the WWF Basket ambition for diets in the Blueprint for Action and WWF Basket Outcomes and Measures.

You can find out more about WWF's work on sustainable diets here


What's in Store for the Planet: The Impact of UK Shopping Baskets on Climate and Nature 2023


Resource Bank

The journey to corporate protein disclosure

Protein disclosure is an important step on a company’s journey to mitigating climate risk and providing healthier, more sustainable diets to consumers. Initiatives such as FAIRR and Plating Up Progress are already monitoring the performance of companies on protein disclosure and diversification, while mandatory disclosure of food sales by protein type is one of the policy recommendations in the National Food Strategy. This guidance is intended to support companies regardless of what stage they’re at in the disclosure journey.  

WWF Basket - Diets Target - Q&A for Retailers

Q&A guidance for retailers on the WWF Basket diets target and its measurement.

WWF protein roadmap

An infographic that provides an overview of key pathways for retailers and food service to support the shift to plant-rich diets in the UK.


Find out how to #Eat4Change here


Get in contact

Cross-sector collaboration is the most effective way to bring about the type of environmental change that is needed.

Please contact if you would like to collaborate with the wider industry on any of the areas addressed in the WWF Basket.