Lidl permanently lowers prices of plant-based products

Lidl is permanently lowering prices of plant-based protein products in Belgium down to the level of the meat equivalent. The retailer will also expand its range and aims to double sales by 2030.

The retailer has implemented substantial price cuts for soy yoghurt, organic soy chocolate drink, soy cream and vegan cheese, among others.

By eliminating the price difference between animal and plant-based proteins, the discounter aims to make plant-based choices more accessible. A study commissioned by Lidl showed that 4 in 10 Belgians (42%) say they would buy more vegetarian and/or vegan products if they were cheaper. Just under half (49%) are convinced that meat substitutes are also effectively more expensive than their animal protein-based variant.

The supermarket chain aims to significantly increase the share of its plant-based protein sources to 20% by 2030. The expansion of its plant-based range includes a variety of pulses, seeds and vegan options to replace meat, eggs and fish. Lidl also plans to increase the share of alternative dairy products to 10%. Meanwhile, the offer of Vemondo, the private label that bundles Lidl’s vegetarian and vegan products includes some 23 items in its permanent range.

In Germany, Lidl previously cut prices on plant-based products. Sales there increased by 30%.

Will Belgium follow this trend?

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