Lidl in Germany continues its vegan success story
Price parity without compromise
Since October 2023, the majority of Vemondo products have been available in all Lidl stores at the same basic price as their animal-based counterparts. The food retailer is convinced that conscious and sustainable consumption can only become widespread if the diet that supports it is affordable and easily accessible to everyone. With the new Tasty vegan drinkable meals and Vemondo's No Butter, the food retailer is underlining its pioneering role in the affordable plant-based segment.
Transformation to a healthy and sustainable diet
According to a Statista survey on the "Most common diets in Germany in 2024", 18% of the German population already follow a flexitarian diet, eating mainly plant-based foods and occasionally meat and fish. By matching the price of a large proportion of Vemondo products to their animal-based counterparts, the food retailer is not only offering an attractive range for vegetarians and vegans, but is also explicitly targeting all flexitarians who want to eat more sustainably: With easier access to plant-based products without having to pay more for them.
The price adjustment for vegan products is part of the jointly developed strategy for conscious nutrition. The Lidl companies have thus set themselves holistic, binding goals at the beginning of 2023 in order to offer customers the best range of products for a conscious and sustainable lifestyle at the usual low Lidl price. Lidl's measures are based on the scientific findings of the Planetary Health Diet. This also includes the expansion of the plant-based range and transparency with regard to the proportion of animal and plant-based protein sources. The calculation is based on the methodology of the WWF (World Wide Fund For Nature). By 2030, Lidl wants to be the first retailer in Germany to increase the proportion of plant-based protein sources in its range to 20 percent and the proportion of alternative dairy products to ten percent.
The effectiveness of this price adjustment was confirmed by a study published in 2024 by the nutrition organization ProVeg: Lidl is the first German food retailer to offer a vegan shopping basket at no extra charge compared to its animal-based counterpart. In addition, the price adjustment has since led to an increase in vegan items sold of over 30 percent.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
Other news from the department business & finance
