In a move aimed at balancing the 'new proteins' landscape, German supermarket giant Lidl has brought plant-based foods into price parity with their animal-based counterparts.
Lidl endeavor to match the prices of its Venmondo vegan product line with 'old world' meat and dairy items is a significant departure from the higher pricing model associated with plant-based products.
Source: Lidl Germany
The motivation behind this price parity initiative is deeply rooted in the principles of the Planetary Health Diet, advocating for a diet that harmonises with both human well-being and the planet. This diet encourages conscious eaters to now 'give plant-based a go', aligning with the ethos of Lidl's strategic move.
Lidl's venture into the plant-based market started in 2020 with the introduction of Vemondo, a diverse vegan products featuring more than 100 items. In addition to price adjustments, Lidl strategically places Vemondo products side by side with their animal-derived counterparts in their network of more than 3,250 stores across Germany. This positioning aims to simplify the process for customers to identify and compare plant-based alternatives.
A notable aspect of Lidl's strategy is the public disclosure of the proportion of plant to animal protein sources within their product range, revealing a ratio of 11 to 89% for plant-based proteins and 6 to 94% for dairy products. Lidl is committed to increasing the plant-based protein share to 20% by the year 2030.
Source: Lidl Germany
Early adopters, including vegans, vegetarians, and those exploring alternative meat options, have shown a willingness to pay a premium for plant-based substitutes. However, achieving price parity is pivotal to the broader acceptance and adoption of plant-based foods. This shift is essential not only for reducing food-related carbon emissions and mitigating deforestation but also for addressing ethical concerns associated with traditional meat production.
Lidl's strategic focus extends to the burgeoning flexitarian market, comprising individuals who predominantly adhere to a plant-based diet but occasionally consume meat. Recent surveys by the Federal Association of the German Food Trade reveal that 41% of Germans identify as flexitarians, with 43% expressing a desire to embrace more plant-based options if cost constraints were alleviated.
By eliminating the price barrier, Lidl is strategically positioned to lead the way in mainstreaming plant-based nutrition, presenting a remarkable stride toward a more sustainable and compassionate food future.
Question remains now whether the rest of the world will follow suit or will plant-based ingredient costs hold wider parity up?
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