Lidl has lowered the prices of its plant-based Vemondo range to match the prices of comparable animal-derived products across all its stores in Germany.
The retailer said that the move forms part of its strategy for conscious, sustainable nutrition, developed at the beginning of the year. Expanding its plant-based range and supporting transparency regarding proportions of animal- and plant-based protein sources were key components of the strategy.
While vegan products have historically been significantly more expensive than their animal-derived counterparts in food retailers, Lidl Germany is pushing for change with this latest move.
It will align the prices for almost every product in its own-brand range, Vemondo, with comparable products of animal origin in order to make plant-based food more affordable for consumers including vegetarians, vegans and those following a more ‘flexitarian’ diet.
The Vemondo range, initiated in 2020 and including over 100 items, will also be placed in the immediate vicinity of products’ traditional animal-derived counterparts across all 3,250 Lidl branches in Germany. This move aims to provide consumers with easier access to vegan products.
A survey by the Federal Association of the German Food Trade (BVLH) found that 43% of respondents said they would buy more plant-based foods if they were offered at a cheaper price. This highlights the importance of initiatives such as Lidl Germany’s price adjustments, supporting consumers in the shift toward more sustainable plant-based diets.
Christoph Graf, Lidl’s managing director of products, said that the retailer wants to encourage consumers to try plant-based alternatives without price being the decisive criterion.
He added: “Only if we enable our customers to make ever more conscious and sustainable purchasing decisions and fair choices can we help shape the transformation to sustainable nutrition”.
Lidl in Germany has also determined the proportion of animal protein sources in its range compared to plant-based protein sources, claiming to be the first German food retailer to disclose this information.
The calculation, carried out according to the World Wide Fund for Nature methodology, shows that the ratio of plant to animal protein sources in Lidl Germany’s range is currently 11% to 89% in the 2022 financial year. For dairy products, the ratio is 6% to 94%.
Based on these results, the food retailer has set a goal to increase the proportion of plant-based protein sources in Germany to 20% by 2030. This includes products such as legumes, nuts and seeds as well as plant-based alternatives to meat, seafood and eggs. The proportion of alternative dairy products will be increased to 10%.
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