Lidl Netherlands will permanently lower prices on its plant-based meat and dairy substitutes, making them equal to or cheaper than traditional animal-based products.
This initiative aims to encourage consumers to adopt more sustainable dietary choices amidst growing environmental concerns.
Lidl has also become the first supermarket to launch a hybrid minced meat product, which comprises 60% minced beef and 40% pea protein. Approximately half of the Dutch population consumes minced beef weekly, presenting a significant opportunity to influence consumer habits.
Jasmijn de Boo, Global CEO of ProVeg International, commended Lidl's announcement, describing it as a “hugely significant shift” in the retail sector's approach to food sustainability.
“By actively promoting plant-based foods through price reductions and innovative product offerings, Lidl is setting a precedent for other supermarkets,” de Boo stated.
ProVeg's recent surveys indicate that price remains a primary barrier for consumers considering plant-based options. Findings from a 2023 survey revealed that consumers are significantly more likely to choose plant-based alternatives when they are priced competitively against animal products.
Earlier this year, another study showed that plant-based meat and dairy products are now generally cheaper than their conventional counterparts in most Dutch supermarkets.
Martine van Haperen, health and nutrition expert at ProVeg Netherlands, highlighted the dual impact of Lidl's initiatives. “By aligning the prices of plant-based products with those of meat and dairy, Lidl is effectively removing a key barrier to adoption."
"Furthermore, the introduction of a blended product caters to traditional meat consumers without necessitating a change in their eating habits,” she explained.
Lidl aims to increase its plant-based protein sales to 60% by 2030, reflecting a broader trend within the food industry towards sustainability. The hybrid minced meat product will be available in all Lidl stores across the Netherlands, priced at €2.29 for a 300g package.
Making moves
Back in October last year, the supermarket chain announced that it had 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 conscious, sustainable nutrition strategy, which was developed at the beginning of the year.
Christoph Graf, Lidl’s managing director of products, said: “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”.
In May 2024, Lidl Belgium announced its ambitious plan to double sales of plant-based protein products by 2030.
As part of this initiative, the retailer implemented permanent price reductions on its plant-based protein products, aiming to make plant-based food more accessible to consumers.
Survey findings
In May 2024, Lidl Netherlands revealed that sales of its meat alternatives increased when they were placed directly next to traditional meat products.
New research from Lidl Netherlands, carried out in collaboration with Wageningen University and the World Resources Institute, involved trialling the meat alternatives’ placement on the meat shelf – in addition to the vegetarian shelf – for six months in 70 stores.
The results showed that Lidl sold an average of 7% more meat alternatives during the pilot.
Read more about the survey results here.
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